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What do you want to put on your web site? For some clients, this is an easy question. Others just know that they want a web site, but may not know what to include on it.

Ask yourself these questions:
  1. What do you want your customers to know about your products and services, and your company?
  2. What do your customers want to learn from you?
  3. What is your competitive edge?
  4. What is your target market?
  5. What has worked well for you in the past when it comes to closing sales?
  6. What action do you want a web site visitor to take when they visit your site? (i.e., call, visit your location, place an order, learn about a particular product, etc.)

There are a number of standard elements that most web sites include:
  • Descriptions of products and services
  • Company background (for credibility)
  • Contact information, including a postal address (for credibility)

To make a site more engaging, many businesses include:
  • A Photo Gallery
  • Testimonials
  • Prices
  • A Contact Form
  • Frequently Asked Questions

These are the basics. There are many more features that can make your site stand out from your competitors. Click here for more information on web site features offered by iMarks.

The Home Page. Many web site visitors never get past the home page. For this reason, you should try to get the customer to take the action you want on the home page. For example, if you want them to call you, tell them to call you on the home page. If you want them to click through to another page about a hot-selling product, include a big link to that page on the home page.

Copywriting. iMarks provides copywriting services for our clients, however many clients prefer to write their own copy (text) for their web site. When writing copy, it helps to use a conversational tone. Talk to the web site visitor as if they were a prospective customer in the same room with you. This not only makes it easier to write the copy, it makes it much more interesting to read.

Photography. Whether you are selling a visual product or service, or not, photos make a web site much more appealing. If you have a service where there is really nothing to show, display photos of people! This will help visitors connect with your business emotionally, especially if they can "see themselves" on your site as potential customers.

Layout. The layout of each page should be designed to guide the visitor's eye through each element on the page. What do they look at first, second, third? Is this how you want to communicate your message? Is is effective? A professional graphic designer can be a great help in this area.

Navigation. Sites that are difficult to navigate get the most complaints. The links should be obvious. They don't necessarily need to be big. Again, a professional web site designer can be a great help in this area.

Many web site visitors never get past the home page.