The Top 10 Issues to Address on Your Website

Originally Submitted on 6/20/99.

When you build a website, use these 10 ideas to increase the value, utility, readership and click-through of your web site. If you don't or can't include all of them, plan to implement them as you move to a 1:1 experience and extended relationship with your website visitors.

1. Tell readers PRECISELY who you are and what you do.

Remember, your target market will hit your website, but how many will hit your site who isn't in your target market? They might know someone who could use your information. A simple phrase like--The NEWSMAGAZINE of the Internet Economy--demonstrates how easy it is to display a clear purpose that identifies your raison d'etre to visitors.

2. Create ways for visitors to interact...

...while you collect valuable information about them, what they do and why they came across your site--from where! Make it easy, simple and fast to sign up for things, add content, give opinions, provide information, as much or as little as they want! THIS IS IMPORTANT--don't try to collect their life history at one time; a little here and a little there will go a lot farther towards keeping "some" people from leaving without signing up for a "relationship!"

3. Make it easy to access all content from the 1st screen!

People NEED and want different things. You probably can't be everything to everyone and shouldn't. If you make it easy for visitors to access all of your site navigation quickly, you will be surprised what you can collect in the way of meaningful information about future relationships--if you just create opportunities! Don't forget that everyone knows everyone else through 6 other people!

4. Create multiple levels of access.

This creates different levels of interest and relationship. It offers to those who want it, the ability to drill down into your site for more information and meanwhile you collect valuable information about those people and their visits. A guest, member, affiliate, casual reader, one-time visitor or partnerships (who may recommend you or send along info!) all provide and need different kinds of access to your site.

5. Make getting help and support simple and easy to use.

This is something most of us forget. Not everyone is an experienced user! Some people need help. Long time relationships often need some kind of support to access other areas and information. Even a search or FAQ button can save everyone time and trouble if you provide that easy help in full view of visitors.

6. FREE Stuff and Referrals!

Always give away free stuff and make sure you create an easy way for them to send, recommend and pass on this and other information about your site to others. Several services provide opportunities for people to send people your link or drop referrals. Make sure they get a benefit for doing this--something they want or need for the future like access to other more "exclusive" levels of membership or just something cool like a thank you note! Give away free access or even something really valuable, like a free white paper, a downloadable presentation or even an online book membership to create deeper levels of affinity and relationship. ALWAYS ask for more information to expand and extend the relationship when providing valuable free benefits. People don't seem to mind giving when they are getting.

7. A place to buy things.

Even if you don't sell anything at first, affiliate with someone who does and reap a commission off your traffic. Build relationships with vendors, suppliers and people who can partner with you later on down the road. Besides, you never know who will buy and remember "where" they got it. After all, we are all in this to generate some revenue in some form or another. This is a good way to start thinking about how your site can create opportunities for your visitors and your business!

8. Strategic locations for advertisers.

You may not at first think about promotion and advertising but you need to keep in mind that strategic positions at the top, sides and bottom of your first screen are strategic positions to offer other people who you may want to partner with or create an affiliation with for extending your business relationships. It is also a great place to offer your own updates and "special offers."

9. Offer a place for people to affiliate with YOU.

Truly one of the easiest ways to create powerful relationships is to offer affiliation. Sure this takes some additional business planning, however simple affiliations can lead to easy ways to extend your business offerings, information and relationships. Affiliation programs are win-win when they produce more information about visitors, long time customers and partners. Affiliation helps us to resolve the complex business world--we can't know it all, nor can we do it all--so involve others in your opportunities!

10. Provide valuable links.

This seems like a no-brainer but most people don't realize the opportunity to gain more information about "where" people go when they leave and the opportunity it creates for increased levels of partnership from both visitor and click-throughs. Links can tell you a lot about the profile of the person visiting and since they are coming and going--you are in the "way"--so make the most of it with thoughts about how to improve their "experience." ALWAYS keep your links updated and working. On more sophisticated sites, you can even collect a bit of information or make an offer when people click-over to other links. Always ask for permission to link and then talk to the webmaster about some form of click-back, affiliation or trade regarding the link--this often creates opportunities for deeper partnerships!

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