10 Tips for Planning an Outstanding Website
by Ivana Katz

When faced with the daunting task of planning what to include
on your website and how to write the copy, here are a few tips
that will make the task easier for you.


1. Visitor Friendly

The main thing to keep in mind is that your website needs to
be visitor friendly. What this means is that your customer
must be able to find what they are looking for easily and
quickly. And that means great navigational system. Most
websites either display their navigation bar on the left or
at the top. And since most people are used to this type of
navigation, it's best to stick with it. It also helps to
include your navigation bar at the bottom of each page to
save your visitors from having to scroll back to the top.


2. Search Engine Friendly

Search engines try to list sites that contain good content, so
you need keywords and phrases on your pages that best describe
your service and products. For example, if you are a florist,
use the words such as florist, online florist, virtual florist,
wedding florist, florist in Sydney, florist on line, flowers,
floral, bouquets, floral arrangements etc as many times as
possible to ensure high search engine ranking. To find out
what keywords your customers may be searching on ask your
family and friends or go to:

- http://inventory.overture.com/d/searchinventory/suggestion/
- http://www.wordtracker.com

Once you decide on the keywords, use them in:

(a) Your website's domain name
(b) The title of your page - This is displayed in the top bar
of your browser window
(c) The heading of your home page
(d) The first paragraph of your home page
(e) Meta tags - Keywords, page title, description
(f) Titles of your graphics

Whilst it is important to use keywords as much as possible, it
is also important you use them only if they are relevant and
do not sound awkward. If you spam your keywords you may be
penalised or even banned by some search engines.


3. Informational vs On-line Store

One of the first decisions you need to make is what type of
website to have. Will it be informational only or will it be
an on-line store or a combination of both? An informational
website is like having an on-line brochure. It does not sell
products directly to customers, but rather provides details
of your business, its products and services and occasionally
features a printable order form.

The other type of website is an on-line store. It is a virtual
salesperson who potentially never stops providing presales
information to your prospects - and then making sales to them.


4. Create a Plan

Before you start thinking about what to write on each page of
your website, it is important that you create a plan, which
lists all the pages you wish to include. Below is a list of
the most commonly used pages:

(a) Home Page (First Page)
(b) Products / Services
(c) Contact Us
(d) Pricing
(e) Testimonials / Product Reviews / Before & After
(f) Frequently Asked Questions
(g) Response form such as *Subscribe* or *Enquiry* form
(h) On-line Magazine or Newsletter
(i) Resources/Articles
(j) About Us
(k) Guarantee
(l) Survey
(m) Events Calendar
(n) Search My Website Feature
(o) Return/Refund Policy
(p) Privacy Policy
(q) Site Map
(r) Copyright Information
(s) Links
(t) Media Information
(u) News
(v) On-line store


5. Cross-sell / Up-sell as part of your content

If a customer is looking for a particular product, offer them
details of related products. By recommending other products,
your customers will learn what else is available and in many
cases it will translate to additional sales for you.

A company that does this exceptionally well is Amazon -
http://www.amazon.com. Search for a particular book and you
will find information on what other people who ordered this
book also bought.

Make it as easy as possible for customers to complete an order
by providing clear instructions. Ensure delivery costs are
outlined before a customer begins the ordering process.


6. Focus on the customer and their needs

Rather than trying to *sell your business*, let your prospects
know how your product/service is going to benefit them.
Emphasize the benefits and solve problems. Make this the
focus of everything you write on every page of your site.
Don't try to sell visitors your products or service, help
them.


7. Remind your visitors

Remind your visitors they can print out your content. They
may browse around your website while it's printing.


8. Use headlines and sub-headlines to grab visitor's attention


9. Offer value

Offer bonuses, free trials, discounts and prizes. List the
dollar value beside each bonus. People will feel they're
getting a good deal and it will increase the value of your
product.


10. Spell check and grammar check your website

Ensure there are no spelling or grammatical errors. Check
that all links are working and graphics displaying correctly.

If you are still struggling with where to start, visit your
supplier's or competitor's websites. Be careful that if you
use copy from their site that you do not infringe copyright
laws. If in doubt, contact the author or copyright owner
and ask for permission.

Your ultimate goal is to turn a visitor into a customer. On
your website, this is done by providing premium content. Each
page should be its own mini site. As you have no control over
how a visitor enters your website, it is important they are
able to easily work out what your business offers and navigate
to other pages within your site.


~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

Ivana Katz is the owner of Websites 4 Small Business, a company
specialising in the design and promotion of small and home-based
business websites. She believes that every business deserves to
have a successful website, no matter what its budget is. For
more information visit http://www.web4business.com.au or email
mailto:info@web4business.com.au

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