Two Secrets of Web Site Success

The process of creating a successful Web site can be summed up in two statements:

1. Give people a good reason to come to your Web site.
2. Let people know that there's a good reason to come to your Web site.

Now, these statements might seem obvious, but think about them for one moment -- and consider, perhaps, how you came to set up your own Web site. It seems to me that most people think about what their Web sites can do for them. If they consider at all what to do with a Web site (many companies still have the "we've got to have a Web site, and quick!" mentality, without really thinking about Why), they look at it from their own perspective. "We can provide product support," "We can sell our products," "We can promote our products, and so on."

But it's important to change shoes and look at the Web site from the visitors perspective: "Why should I go to that Web site?" There has to be a really good answer to that question, and far too many companies are not thinking the whole process through. For instance, many companies post their products at their site, then sit and wait for people to arrive. Why should people arrive, though? What's going to bring them in?

No, the answer is not "because our site is cool." The old story about how your site must be cool and exciting or people won't come is complete nonsense, perpetuated by graphic designers who make money by making Web sites cool. The real answer is, there has to be something at your Web site that is useful, or interesting, or entertaining, something so useful, interesting, or entertaining that people are willing to take time out of their busy day to visit.

I can't say what that something might be for you, but you'd better figure it pretty soon, or you'll be wasting time and opportunity.

The second step in this two-step process is to let people know that they should visit your site. There are many ways to bring people to your site, but all the successful techniques revolve around one idea; you are letting people know that there's a good reason to visit your Web site. (If there isn't, they won't come back.) Don't just put a line in your paper catalog saying "Visit Our Web Site!," for instance. People don't care about your Web site, however proud you are of it. Instead, give them a reason to visit. Tell them they can find additional information about your latest products, product support, useful articles ... tell them they'll get a discount coupon, or can sign up to win something. Think about why they should visit, provide that information or service, then tell them it's there.

Next, review the Do's and Don'ts of Generating Website Traffic: The Do's And Don'ts of Website Promotion