In this day and age, Google is the yellow pages, and our website is our listing. It tells people who we are, what we do, and how to reach us.
Unlike the yellow pages, though, we are fully responsible for our image.
A good website can make or break your success online. Believe it or not, people will judge you and your brand in 7 seconds or less. So, if you just slap up a sloppy website, it's going to negatively affect your bottom line.
Now, when you think about appealing websites, what comes to mind? For many, it's the beautiful layout and the ease of use. They're nice to look at. They also are consistent; every page looks like the one before it, creating a congruent experience that is pleasing to the senses.
But there are a lot of other things in the design we are subconsciously drawn to that aren't immediately obvious. In fact, many people don't know these basic concepts (even some web designers). Yet implementing these secrets will ensure you have a strong, authoritative web presence.
So, today I am going to introduce you to the “golden triangle” (and how to use it to increase your profits)…
Show you the most visited page on any website, (and what it must include to retain visitors)…
And reveal the one thing you cannot forget if you hope to stay out of the courtroom.
The Door to Your Home
We spend a lot of time making sure the outside of our homes are beautiful and expressive of who we are.
If you have a more eclectic personality, you might have a bunch of knick-knacks on your front lawn and a witty doormat. Perhaps you use bright colors to accentuate your home.
On the contrary, if you are more reserved, you keep things neat with solid colors and crisp lines. Nothing too flashy or out of the norm.
When someone visits, they immediately have an impression of who lives inside.
That's the job of your website's Home Page, as well. It tells the world “This is who I am, who I help, and what I offer that is unique to me.”
You want to make sure the right person stays and listens to what you have to say. And the first way to do that is to display your most important information in the “golden triangle.”
The “golden triangle” is the most viewed part of any website. Google actually did studies using heat tracking to see where people's eyes went when they looked at a page. And the results were pretty consistent across the board: Native English speakers always look to the top left of the page for the most important info, scan right, and then down at an angle.
Now, let's use my website as an example: On the top left of the page I have my brand name “Expert Elevation” as well as my value proposition “Influential Brand. Lucrative Business.” With this, it's clear that I help elevate experts to create an important brand and make serious money. On the top right is my picture, as well as how I help people, “income acceleration coach.”
This leaves no question as to the purpose of the website, and who it is designed to help.
Going from there, you can see clear navigation and further information about my business. Also, to the right, you'll notice the second most important piece on your website: the opt-in mechanism.
We've talked a bit in the past about the importance of lead generation and funnel marketing. Your website is really both the starting point and the “home base” for that system.
Once you've created your free “lead magnet”, you should have a very clear opt-in on the first third of your home page (i.e., they should not have to scroll down at all.) Generally, all you need are fields for the prospect's name and email address, and a small amount of copy which entices them to enter their contact details.
In your description of you and your business (this could also be a video – which is very personal and easy-to-digest), you want to answer a few key questions: Who am I? Why should the prospect care? and What's in it for them?
You must be crystal clear about who you serve and the value you provide.
If you have all of these elements in place, you will be sure to not only attract qualified prospects, but to have them join your email list, as well. And who doesn't want that?
The Most Visited Page of All
Statistically, the most clicked on page within a website is the “About Page.” People want to know more about who is behind the website, and the products they are interested in. So don't be afraid to let your passion, experience and personality shine!
First, you should craft a compelling bio, answering key questions: How long have you been doing this? Have you always done this? How did you discover your passion? What are you qualifications or credentials?
This is your big chance to build a personal connection, so they feel they can relate to you, and so you can gain their trust.
You can also make your About Us page a gateway for the media and event planners to use for information about you and your business. By including a link to your media kit, with the kind of information the press and event planners want to see.
(As a plus, it will look impressive to customers that you are an authority, interacting with the media!)
Important note: every element of your website should have crystal-clear directions on how to do everything you want them to do. You want to design it as if you are taking your prospect by the hand and giving them a personal, grand tour of your home. Every website is different, so make sure yours is user-friendly.
The Best of the Rest
Now that you have direction for your two most important pages, I want to visit a few other key pages for your website, which have very specific jobs:
- Product/Services Page – This is where you should list all of your products and services. The “copy” along with the product should be filled with benefits and answer all of these questions: What's in it for me? How do I know which is right for me? Am I in the right place? How can I get started? Ideally, you will also have a small portion of the page dedicated to contacting you if visitors have any further questions.
- Testimonials Page – This page could also be called “What Clients Are Saying”, or something along those lines. If you have enough feedback to dedicate a page to reviews, make one! Having lots of positive response about your products is impressive, and more often than not, prospects justify purchases based on other user's reactions. If you don't have enough for a full page, intersperse them throughout your website. Put really impactful ones on the right side of the front page, and if you have an absolutely stellar one, you could even place it front and center. And don't forget to post endorsements you've received from notable figures in your industry, too.
- Events Page – As an Expertpreneur™, you should be as visible as possible, which means speaking and attending a number of events. This page is dedicated to your event calendar, so people can see you live. Make sure you are clear about what each event is, who is hosting it, where it is, how they can attend, and what the cost will be. It will really impress your prospects, and enable them to connect with you in-person!
- Contact Page – Last but not least, be very clear with how to get in touch with you. You can have an email contact form, and a phone number that allows them to reach your company or call service you've hired. If you have an email form, don't miss the opportunity to have an opt-in tied to it that signs them up for your regular emails. (And a little tip: negative option offers tend to work very well – have the box already checked “Yes!”, so they have to actively “uncheck” it to refuse your emails).
Putting it All Together, Without Lawyers
Before I wrap this up, I want to make sure you are able to avoid legal issues. It may sound scary, but it's simple: all you need to do is incorporate a few required legal documents (as links) on your web pages.
While you are adding to that section of your page, don't forget to put in links to connect with you on social media. I am partial to Facebook and Twitter, but you can include any that make sense for you.
This may sound like a lot, but really, once you've done the work, your website will be better than most. Plus, you won't have to do too much updating once it's finished. (And, of course, you can always hire someone to do this for you.)
By taking the time to come up with a visual theme, a consistent “voice”, and answering the right questions, you will dramatically improve the effectiveness of your website, help many more people and make more money.