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Secret #1: Focus
The more focused your website is, the more effective it will be. Highly successful websites project a clear and
unmistakable message that is:
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Tailored ... to a specific audience,
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Concentrated ... on a specific proposition, and
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Targeted ... for a specific action.
Tailored ... to a Specific Audience
If you try to be everything to everybody, you end up being nothing to nobody.
Although the mission of most advertisers is to convince clients and customers otherwise, the reality is that
there are very few products needed by everyone, and few if any propositions that appeal to everybody. Sure, everybody
on the Web needs a computer (e.g. IBM), an operating system (e.g. Microsoft), Internet access (e.g. Earthlink), and
a search engine (e.g. Google). And maybe just maybe everybody needs your revolutionary new red widget. But you won't
sell many by trying to be all things to all people.
Why? Because everybody doesn't buy things. Somebody buys things, and that individual has distinct tastes
and preferences. If you want to sell your widget to somebody, and perhaps many others like them, you need to
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identify the demographics of the market segment most likely to be interested in what you have to offer,
and
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tailor your message to that audience.
Concentrated ... on a Specific Proposition
If everything is flagged as important, nothing will be seen as important.
For most business websites, the typical first-time visitor is somebody who referenced a search engine seeking information
on a specific topic to fill a specific need, clicked a ranked listing for the site, and landed on their web pages.
It follows that the first thing they expect to see is a specific answer to their query, solution to their problem,
or product that fits their requirements. And being busy people with short attention spans, if what they seek is not
presented in a clear and quickly comprehensible format, they are probably going to click their Back button and
go to the next listing.
You, your organization or your enterprise may offer many things to many people, but don't try to offer them all on one
web page! Instead, assign a specific objective to each page on your site, and then design every major element of the
presentation to contribute to the achievement of that objective. Links to related pages are expected, and links to
complementary sites are fine. But stay on point, emphasize what's important, and only what's important.
Targeted ... for a Specific Action
If they have to guess, you don't pass the test.
On highly successful websites, every web page has a purpose. That purpose may be as broad as conveying information,
or as narrow as convincing a customer to purchase red widget number SKU-532. And if that purpose includes a
call-to-action, it should be clear, concise, easy to execute, and visually reinforced.
Order now... Add to cart... Complete this survey... Take this test...
Use this form... Call for a free consultation... Come see us... Go here next...
Never waste their time. Never leave them hanging. Never get them frustrated. And never leave them guessing about
what you want them to do.
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