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Last updated: Monday, June 4, 2007

I am often asked about the “best way” to start a small business web site.

Here are the key set of rules.

Business Web Site - Rule #1 - Every page must have a purpose

Every page of your website must have a purpose! It should be designed to make your reader act!
So before you type a single letter what is the action you want?

Sign up to a newsletter?
Buy a product?
Contact you?

Business Web Site - Rule #1 - A strong headline matters

Never forget that a business website is a sales letter, and all of the rules of copywriting apply:

You only have seconds to grab your visitors attention to your website.
A strong headline that stresses your main benefit, or unique proposition .
Tell your reader why they should read on down your website!
Never use your company name as a headline, unless you are Nike or Coca cola that is!

“Do you know the five rules that make a successful website?”

Business Web Site - Rule #2 - It is all about your customer not you!

The best websites Identify with the customer? - so it is all about ” you” not “we”
about solving “their problems” not “advertising your services”

“we are xxx and do pc repair”

NO !!! That fails the test of “so what” and “who cares?”

Instead:

“This is the fastest way to repair your PC…”

Notice how the headline of this web site draws you into reading line 2, you are curious to know “what is the fastest way?”

What is their problem?
What is the solution?
How can you help them?

Business Web Site - Rule #3 - Strong copy matters

Once you have attracted attention:

Then rules of strong copy apply - the role of each paragraph must be to get the reader to read the next:

Identify with your readers problem
Get them to picture the benefits of a world without that problem
Say what is different now to allow you to solve it
Introduce your service and why you!
Give all the credibility you can
Present the offer

Answer the questions “why this” “why you” “why now”

Business Web Site - Rule #4 - A call to action

Many websites fail on the very last hurdle

They dont ask for an order, or for a sign up!

Tell your reader what to do , and they are a lot more likely to do it!

Business Web Site - Rule #5 - Dont waste money on graphics

Graphics are a waste of space, a waste of time, a waste of money

They dont help with a sale
They dont help with a sign up
All they do is distract!

Business Web Site - Rule #6 - Keep it simple!

If you are trying to sell a customer, keep the website simple.

Dont offer masses of buttons. Just a single path through the text.

Business Web Site - Rule #7 - Keep it editorial

Even if you are trying to sell, make it look like an editorial!

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