Website Essentials: Key to Conversation

As I mentioned in a previous post, the purpose of a website is to start a conversation. I pointed out that a conversation is a two-way street. So if someone comes to your site, looks around and leaves, you’ve lost out on an opportunity for conversation. So how do you get a conversation out of a visitor to your site? You offer something of value. But I’m getting ahead of myself. Let’s first explore a very important question: What do you want someone to do when they come to your site?

In fact, you need to ask three questions of every page on your site: 1) Who do you want to come to your page; 2) What do you want them to do when they get there; and 3) How are you going to get them to do it? Let’s look at questions 2 & 3. Look at any page on your site. What do you want someone to do when they to your site. Let’s say you want them to call for an appointment. Do you have your phone number on the page? Or if you want them to book an appointment, do you have an online booking button? If you want to get their email address so that you can start a conversation with them, do you have an opt-in box?

You need to know what you want a visitor to do, and you must make it easy, if not compelling for the visitor to do it. I’ve seen many sites where I had to hunt for contact information. I’ve seen many sites where I COULDN’T FIND IT! Don’t let that be your site.

So let’s say you do want the visitor to leave an email, so that you can start sending your newsletter. How do you ask for it? What do you offer in return? Remember, most people are not just jumping out of their skins to sign up for one more newsletter to clutter their email in box. But, if you have something to offer of high perceived value, you’ve increased the likelihood of getting that email.

Next post, I’m going to talk about what to offer, and how to offer it. In the meantime, look at each page of your website with this checklist. Does it have:

  1. Your phone number
  2. Your email
  3. An opt-in

If each page doesn’t have the first two, take care of that as soon as possible. If you’re unsure about an opt-in, don’t worry, that will be the topic of my next post.

’til next time,


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