by
Michel Fortin Ph.D.
A web site's front page must captivate its audience and cause
them to read further. It must first grab a reader's attention and then lead them
to a specific outcome. However, when the mechanics of that very first page are
ignored, it often causes visitors to click out of a site from as soon as they
arrive.
Although some web sites get a large number of hits, many never
seem to produce the anticipated level of response. This article does not focus
on traffic-building specifically or on the programming elements of a good first
page, but on its content, copy, looks, and consistency that will effectively
captivate that traffic's attention. In other words, it is to compel today's
leery and undiscerning audience to surf deeper into your site and to ultimately
lead them to buy from you, subscribe to your newsletter, tell their friends
about it, fill out a form, etc.
Remember that every single day, your customers are bombarded
with a continuous flow of information and marketing messages, and that the
competition for their attention is exceedingly fierce. Therefore, if your site
is but a silent billboard in cyberspace, it won't do you much good. You have to
capture their attention so that you not only have them visit deeper into your
site and generate a desired outcome (sale, subscription etc.) but also have them
visit your site again and again as well as refer your site to others. Here are
some basic rules to follow when designing a front page:
Be
Focused
Target your market! As the adage goes: "You can not be all things to all
people." It's a paradox but you will indeed get more with less. This means
focusing on a specific group of visitors. Cater to their unique needs or center
your site on a strong, single theme. In other words, focus like a laser on your
niche and, consequently, your site will burn into their minds.
J. Nicholas Schmidt of Profit Stream, Inc. (see http://www.profitstream.com),
is the master when it comes to the theme store concept. According to Schmidt,
sites centered on a very narrow theme or idea will create visitors of greater
interest, and especially leads that are much more pre-qualified and apt to buy.
Look at it this way: When you narrow down your message and focus on a niche,
visitors will be 50% sold the minute they hit your site's first page. Then, it
is up to your content (copy, offer, and call-to-action) to take them through the
remaining 50%.
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