How to Make Your Website Stand Out

How to Make Your Website Stand Out
Published in the AMA Bulletin
by John Wilkinson, JH&A Advertising

Today the Internet hosts over 92,000,000 websites. How can you make yours stand out while displaying your products or services in the most compelling light? Here are some tips from an industry expert that will help you build a better site that effectively communicates your message.

Robert Cowes is an expert at creating websites that spotlight products and drive success. He most recently worked at S1 Corporation as the Web Technologies Product Manager and is co-founder of the consulting firm, Intra-Focus Marketing Solutions.

According to Cowes, a successful site considers six critical elements: audience, objective, layout, navigation, content and imagery. It is important for web-based marketers to understand who will be using the site and for what purpose. “People surf the web to research, learn and purchase products. Content addressing these three topics is crucial,” said Cowes.

When a potential customer or client visits a site, they should be greeted by an intuitive “master plan” or site map. A >site map helps visitors quickly and easily navigate to the information they are looking for.

Well thought-out navigation helps create a positive experience for the visitor. Highly visible headers and simple icons should smoothly guide the visitor from page to page. In addition, rotating content not only gives marketers a chance to share more information, it keeps visitors interested and informed. Finally, relevant imagery reinforces your company’s
brand positioning and messaging. “An analogy is a store front,” Cowes explains. “As with retail, your window dressing helps customers decide whether they will enter or pass you by.” Encourage browsers to stop with interesting graphics that complement your brand, enhance your image and provide valuable information not readily available elsewhere.

So you’ve made some website improvements, but how can you know if they work? Consider a call to action. Requesting a response makes recording site traffic easier. For example, a toll-free number and an e-form are useful tools. Ask your visitors, “How did you hear about us?” or “Do you have any comments?”

Eventually, there should be a correlation between the number of page views your web site receives and the number of inquiry forms submitted.

By carefully considering your audience and objective, you can create content, imagery, a layout and a navigation system tailored to their needs while also improving product awareness. Next month there will be over 96,000,000 websites. Are you achieving your fair share of visits?

About Intra-Focus

Intra-Focus is a full-service marketing company that integrates art and technology to deliver traditional and Internet marketing solutions. Leveraging marketing expertise and trend setting creativity, Intra-Focus helps its clients build brand strategy and market presence that generate qualified demand and quantifiable results. Intra-Focus provides innovative marketing solutions to businesses ranging in size from start-up to Fortune 500.

For more information on Intra-Focus’s marketing services, please contact: Robert Cowes Products & Services Principal
512.930.5558
rcowes[at]intra-focus.com.