I am in the process of updating my web site. It’s about time. Don’t misunderstand me, it worked when I made half of what I do now for presentations, training and speaking engagements. Today, my business is bigger, my approach has improved, my presentations are more targeted to specific groups and industries, and my delivery is more sophisticated. My web site needs to reflect that. The web site presently reflects old thinking that people are dying to read my copy. They aren’t. I hate to admit it, but they aren’t just gobbling up my terrific content word for word.
Most web sites are designed for people to find and sit and read over a period of time or find out “more information.” People don’t “find” your web site. They “google” words like, “leadership training for bankers,” “increasing construction revenues,” “television sales training,” and “increasing healthcare employee retention.” They aren’t searching for “Jim Mathis” or “Leading With Spirit.” So I bought all of those domain names listed (and about 40 more similar titles), like www.incresinghealthcareemployeeretention.com and www.leadershiptrainingforbankers.com. Those are active.
People aren’t coming to your web site to read your copy. Most visitors to web sites are scanners, not readers. So your home page should be short and to the point. And the point is: What do you want me to do? If your web site doesn’t answer that question with a definite action to take, fire your web designer. Why? Because he, or she, is making money while you aren’t. Make the pages they jump to from the home page lengthy with good content and copy, but the front page should be short and sweet. And now one wants “more information.” They want problems solved. They want to make more money. They want their needs met. What is your site doing to meet their needs?