Most people who decide it's time to get a website have no idea what they want, and even less of an idea of what a website should do.

Here's a little something to get you thinking……

Sales people are taught, you always need to 'ask for the order' – "act now to get this special deal that will turn into a pumpkin at midnight". I'm sure you know what I am talking about – the "never to be repeated, so you better act now" high-pressure sales spiels, the "act now and we'll send you two pieces of junk you don't need, but wait there's more, call in the next ten minutes and we'll add a third useless item."

Does any intelligent person really respond to this kind of pitch?

What self-respecting business would actually use this approach to selling?

FACT: If you sell something of value at a reasonable price, and you treat your customers with respect, you will get your share of business. You may not get all the business, nobody does, but the business you do get, will result in more satisfied customers, more word-of-mouth referrals, and ultimately more sales.

FACT: High-pressure tactics, and demands for instant commitment, frighten off MANY MORE potential customers than they trap.


QUESTION: Isn't it true that if someone leaves your website without ordering, the chances of them returning to place an order are low.

ANSWER: Statistically – yes. But consider this - many products and services are either too complex, too high valued or too competitive to expect people to make an instant decision; and demanding one just frightens people away. Asking for an order is asking a lot, and leads to resistance. Inviting someone to call or email is reassuring and friendly. It's an invitation to communicate, provide assistance, advice, and information, and it's easily accepted.

QUESTION: So how are people supposed to order from me if I don't ask them?

ANSWER: Orders are the result of building relationships and relationships are built on communication. Your website's primary job is to communicate what needs to be said so that it makes a memorable impression, and provides something more meaningful than a 'buy now' button.

Orders are not the true measure of a website's success. Nor is the volume of traffic a site attracts. You can have loads of traffic, but little of it ever gets turned into business, and you can even get some orders, but few long-term clients.

The primary objective of your website should be to initiate contact either by email, phone, or in the case of brick and mortar companies, store traffic. In order to achieve that objective, your website presentation must be engaging, enlightening, and above all memorable.

Here's something to think about. You are asking potential customers to put their faith in you. Don't you think your website should give them the confidence to be able to do that?

Orders are not the true measure of a website's success. Nor is the volume of traffic a site attracts. You can have loads of traffic, but little of it ever gets turned into business, and you can even get some orders, but few long-term clients. It is a question of how many people you connect with both directly and indirectly, and how many people phone you or email you as a result of the content on your site, or how many people come back to your site because they believe you have what they require.

Other articles.... Brochure Design