Successful business websites don’t happen by accident.
Your defined business goals and target audience drive site design. Those factors determine how a site looks on the screen and how visitors navigate through it, which is often called the look and feel of a site.
Use AIDA technique to guide visitors toward specific actions:
• Attention: Get viewers’ attention by using graphics, a headline that grabs, and a benefits-based lead. You have four seconds to convince them they’ll find something of value on the site.
• Interest: Build interest with site design and navigation. Include intriguing options that pull people to additional pages on your Website, giving you time and space to expose visitors to your products, services, and benefits.
• Desire: Create desire and a sense of urgency as visitors move themselves toward taking an action. If you think visitors are almost ready to buy, post a reminder to Buy Now for Free Shipping. If you think they’re doing research, remind them to Bookmark This Page or Tell a Friend. Use whatever content tools that will build desire in your audience, from marketing copy, photography, and special offers, to online activities or onsite entertainment.
• Action: Right from the beginning, make it obvious what you want visitors to do, whether it’s to buy online, make a call, send an e-mail, or sign up for a newsletter. Then ensure visitors that it’s extremely easy for them to take those actions.
You can’t count on a linear experience. Websites aren’t like most books, read from front to back. Visitors might not arrive on your home page, and they might skip all around your site. Not every visitor wants the same thing, so you must juggle appeals to multiple sub-segments of your target audience.