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- Herausgeber: Books on Demand
- Kategorie: Wissenschaft und neue Technologien
- Sprache: Englisch
Your company's website has unexpected potential. Every single visitor can become your customer or even a fan. But there is even more potential: While you are working on your website, you are always working on your company. You develop and sharpen your profile and your vision. And you build more impact.
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Seitenzahl: 79
Veröffentlichungsjahr: 2021
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Contents
START - A call for better websites
What this book is all about
Think from your visitor‘s point of view
Working on your website means working on your company
PREPARATION - Think about your visitor first
Forget yourself for a moment
Be aware that your visitor is a real person
You cannot make everyone happy
Who is your visitor?
Which words does your visitor use?
Your visitor has basic needs that you can meet
What is the goal of your visitor?
Which piece of information does your visitor need in order to achieve his goal?
How does your visitor need to feel in order to achieve his goal?
II. STARTING PAGE - Your only chance
Put yourself into your visitor shoes
The time of your visitor is sacred and precious
Get out of the web design comfort zone
No „Welcome to my website“
The Epicenter-Theory
Your entrance gate should be simple and inviting
Be helpful, useful and generous from the beginning
What do you stand for?
Let your customers speak for you
Show yourself on video
Each subpage can be a starting page
III. SUBPAGES - Love at second sight
Your visitor notices how much love and care you put into your website
Help your visitor to feel competent
Write in an easy way
No zombie texts!
Feelability
Interaction creates relationship
Down-to-earth is touching and convincing
Impulses from children’s books
Easy navigation rules
No dead ends!
Defensive web design
Reflection and attraction - the benefits of a blog
ABOUT - your visitor does not want to know everything about you
Create a website that offers an experience
IV. BOUGHT - Win customers and fans
How often does your visitor nod when she visits your website?
The little things can make all the difference
Every element of your website is a transaction
Make your visitor long for more
The purpose of your website: Your visitor makes progress and buys
Create urgency
Collect email addresses
People buy results
Sometimes a phone number and a friendly smile are enough
CONTACT - Remove the (last) obstacles
Landing page: detours impossible
Take advantage of the moment after the purchase
V. EVOLUTION - Your website is thriving
Revision is always a good idea
Unclutter your website regularly
What will your visitor remember after leaving your website?
What would cause you the greatest pain if your website went offline?
Visit your website yourself - again and again
Expand elements that work and that you love
Use your website to solve your business bottlenecks
Not every feedback is useful
Experiment and test often
Not everyone is able to reach the top
VI EUREKA - Arrived at the top
Don’t lose yourself, be happy!
Who are you and who are you not? Your website as a mirror
Out of one single mould
Industry disloyalty: Leave conventions behind
A good website is like a bikini
An awesome website automatically brings visitors via Google
Your website is a place for your vision of paradise
Empathy, the turnkey
How do you act and communicate if you don‘t need money or attention?
Your potential million people audience
Your beliefs determine what you create
START
A call for better websites
What this book is all about
Websites can make a visitor happy, impress him or her lastingly and even change people‘s lives positively. A website can strengthen your business, provide a steady stream of new customers, and help you to optimize your business. However, most websites remain far below their potential. Way too often you encounter ego orgies, meaningless „welcome“ greetings, run-of-the-mill zombie texts, and overloaded content. That’s not what works for most of us. We need less ego and more courage, openness and willingness to experiment.
You will find more than ten years of website expertise in this book. I tried to identify the most helpful and inspiring thoughts on the topic and put them together in a meaningful and structured way for you. It‘s not about the right website system, technical tricks, or current design trends that will change over and over again every couple of weeks anyway. Rather it is about how to approach your website design in a good way. I sought to find timeless impulses that will still be up-to-date and enriching 20 years from now.
You can read the book from cover to cover and lay the foundation for a successful website. You can also choose to read that content first which fits your current questions and tasks best and implement your findings on your website straight away.
This book is telling the story of the visitor of your website: how he meets you on your website and what an enormous potential this encounter has.
Think from your visitor‘s point of view
Some years ago during my university psychology studies, I interviewed different company owners about their website. One of the questions was whether they themselves visit their website from time to time. The answer was almost always no. Apparently many website owners look at their website exclusively from their own perspective. That‘s strange because how do you want to judge whether it actually serves its purpose for the visitor?
Putting yourself at the center of your own website lowers the chance for its success. Entrepreneurs waste a lot of time and money in places where they are unnecessary while they are urgently needed at other places. The designer works hard for the perfect logo. The programmer shines with the latest technology gimmicks. Although this is a great thing in and of itself and might even bring an award in the best cases, it not only makes a website expensive but also develops it away from the visitor, and that is always the wrong direction.
So think and design your website consequently from your visitor‘s point of view!
The success of your website depends on real people. If you know who the person is that you meet on your website, you will be able to design this encounter consciously with intent and purpose. The easiest way to do this is to really slip into your visitor‘s shoes and walk with him step by step through your website.
As a nice side effect, it is very enriching for you and your company as well to really dive into that encounter with your website visitor while building your website and thinking about how to communicate what it is you offer properly.
Working on your website means working on your company
Your website is the perfect place for you to reflect on your business. This great opportunity coming with building a website is often not recognized and as such remains mostly unused. In a way you look into the mirror of your company and can then identify and solve its weaknesses and bottlenecks. While your business as a whole is complex and intangible, your website makes it easier for you to perceive it, find clarity through brave choices, and take steps in the direction you want to move.
Masterminds of effective business strategies repeatedly emphasize the importance of working not only IN your business but ON your business as well. Working on the business means to broaden your view and to see your company itself as a product. In the best case, it is a product that again produces great products and services and this way generates customers and fans automatically. Small companies especially find this strategic view often difficult in the chaotic daily business.
Your website reveals a lot. Are you well-positioned? Does your vision become visible and tangible? Do you have values that you represent consistently? It helps you to find and reinvent yourself and your company. You discover what your company really is all about at its core. Now it gets exciting, because you realize that everything is possible and that you can follow your heart‘s desire if you want to. I wish you success in building your website, in meeting your visitors, and in evolving your company!
