Imagination

"Logic will get you from A to B. Imagination will take youeverywhere."--Albert Einstein

Many times when website owners think about the design and development of their webiste they think logically - come in the front page, click a link, exit... What happens when someone comes to your site and doesn't have the same logic you have? That's where imagination becomes important. Most of the visitors to your site don't have the same mindset and it takes thinking outside the box to give every visitor the best opportunity to find what they want on your site.

Having just one link on the front page to critical information doesn't catch everyone but having an alternative link to that info gives twice as many chances to get there. Using industry terms to describe your offerings only work if your visitor is familiar with the industry, try asking your customers what words they used to find you and try optimizing with those terms.

Click here is a good call to action but can you say it better? How about "Get your free catalog here!"

Your website is a chance to show and tell - use your imagination and try something outside the box. You may be surprised with the results!

What do your web visitors really want?

Harvard Business School Professor emeritus Theodore Levitt once said, "People don't want a quarter-inch drill, they want a quarter-inch hole."

The visitors to your website don't want a product, they want a solution. How do you find their needs? Normally you have a dialog and ask questions to uncover their needs. On the web you may not be speaking face to face but you can still provide the answers to their questions through a "frequent questions" page or by just directly integrating those answers within your text.

It's not about what you're selling--it's about how what you're selling can help the customer. Focus on benefits. Give your visitors a reason to do business with your company by showing them the value behind your product or service.