Good Web Site DesignWill Get The Response You Want 

The object of any web site design should be to get the prospect to respond.

What do you most want the prospect to do?   Think of this visitor-must-do action as your most wanted response.

The getting the most wanted response is the single most important part of your entire eCommerce web site. If you do not set one for each product (or product line), there is almost no point to your site taking up bandwidth. If you want your site to sell then you must develop a response strategy

Before you write your first word, before you worry about site design or architecture, before you worry about graphics or your Table of Contents decide what your most wanted response should be

Once you determine the response for a product (or product line), you will design that entire part of your site towards getting it. Every part of the site design will be chosen to steadily increase your odds of getting the customer to respond.

Getting the visitor to respond becomes your overriding goal and focuses you totally. If you don’t have a designed response, there is no way to design an effective Web site that sells.

Do you want to make a direct sale? You can sell almost anything, from information products to services hotel reservations.  If your product is too difficult to sell straight off the Web, craft your response appropriately. If you sell a $10,000 piece of software, offer a free download for a 30 day trial as an enticement to respond.       

Are you selling a service? A lead generation might be your response objective. In this case, you may decide to focus your site on convincing your prospect to fill in a form with name and contact information, requesting to be phoned by a sales person.

Even when a direct, off-the-Web purchase is not the wanted response, you are still selling.

You are still trying to get your customer to respond to ("buy") your enticement, not the product (at least, not immediately). Even if your entice to respond is a freebie give away , you have to sell that freebie (just as hard as if you were selling the product itself).

Maybe you want your visitor to subscribe to your free newsletter, or enter a contest (super for building a database), or request a free report or any other desirable freebie you can dream up. All are nice ways to build a mailing list for ongoing direct sales campaign.

Perhaps you think that your web site doesn’t need to establish a most wanted response. Well, maybe that’s true...

... if you don’t want any response from your visitors.

But if getting the right response is important to your business then your web site must be designed to produce your most wanted response.

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