Key Elements of a Successful Website

Key Elements of  a Successful Website –  a study based on book by Donald Miller | Building a Story Brand

The very first thing you must consider is what is the reason for your clients new or re-designed website. Are they looking to give the site cosmetic facelift, are they drive in more customers, subscribers, etc. Amazon clearly has amazing sales through its site but isnt based on luring you in strictly based oin its visual appeal. You must balance the pretty website with the one that passes the Granny Test. Put the site through The Grandma Test. Ask grandma,

  • what do you get
  • how does it make my life better, and
  • how do i buy it.*

*The How Do I Buy It usually is accomplished with a call to action like “Schedule an Appointment Today “.

People buy things because the words they read gets them take action. 

You see, the brain works in a subconscious instinctively type mode where we thrive and survive in an effort to sort of conserving calories. Wethnd to look for the easier route vs the more complicated one. Thus, it really inst a good idea to have your mission statement or vision statement on front page. Your viewers dont want to read your life’s story. One other element to consider is to avoid using images that will create the daydreaming effect for your site viewers. Be sure to allow the imagery explain exactly what they will get. The idea is to effectively communicate your product clearly. Simple and basic Plan to win. Using 3 step imagery describing how we will help the main character win is a tool for building clarity.

7 Elements of Crafting Your Story

  1. 1)Consider the site as a task of creating a story with a main character.
  2. The main character wants something; either white teeth, consult with an expert, stop tooth ache.
  3. And of course the character has a problem. Problems are broken into 3 groups to address: External, Internal, and Philosophical. So with external problems you must address the problem at a high level, maybe the customer wants white teeth. The internal problem of how it makes them feelprideful, happy, glamorous. Addressing the philosophical problem considers how this problem is wrong and it justifies the buying reason. Note: the buy now button should resolve all these sproblems. It is important to address what the customer wants and to be careful not to have too many wants. Try using a single focus, single word.
  4. Present your solution as a Guide, not a hero. Display authority- testimonials, certs, memberships, clients. Has a plan. (catapult methodology- 3 simple, easy steps)
  5. Call to Action-obvious (has to pop Out in a page”schedule a strategy session””schedule a cut today””make an appointment”” buy now” “register now”) and specific. avoid call us because customers wont call. also avoid learn more
  6. Define Success: financial, emotional, physical, spiritual to the viewer.
  7. Show them what failure looks like, the consequences of not buying your product. It may be a good idea to show a before and after image; before what they have, vs what they have after your product being careful to address their feeling and status.

Essentially, the customer wants to conserve resources like time, teeth, or build social network. People want to give back, be generous.
Some are soley interested in gaining status and being the envy of the neighborhood or how we make their life easier. So within the front page, before the scroll, it’s important to address the 3 problems of the character (philosophical External internal) on the front pg before the scroll).

When this is all done, you should put the site through the grandma test. If grandma were to look at the site, would she be able to identify

  •  what do you get
  • how dies it make my life easier
  • how do i buy it

5 Key Elements of layout

After you have defined your character / hero and what their problem is, and have effectively crafted the story, there are 5 Key Elements of a Great Layout that is best to consider.

Everything above the fold is prime real estate. This includes what you see before you scroll. Within this space, you must communicate with people. For example, you could use”Get Into the College Of Your Dreams”, ” Test Prep to Maximize your Score”. but make sure that the background relates to what the hero wants.

Clarity is the new creativity. Being clear with a simple concept is key. For example, Carmax’s website displays “Experience clear and simple car buying and selling.”

Include a Value Proposition or what you will get from the experience. Maybe use a simple illustration with arrows to show the flow. Include a button with verbiage that prompts them to “Get Started Now”. “Find The Right Car For You”. “Get Marketing Advice That Works”. or “Give your audience eff strategies used by the best.” “Book Antoine Now” (button). Articulating value definitely includes a testimonial that attests to the process. Maybe something like, “This is the easiest process that I’ve experienced from an agency”. It’s best that testimonials don’t take up an entire page. And only use 2-4 of them, only in relation to the product or service it precedes.  Keep testimonials short and sweet. Make sure we are satisfying the question; Are the people like me? How were they successful with your product. Explore the resistance. Research the most common resistance to what you are selling, products & services. (i.e I know it worked for you, but will it work for me?) Please note that testimonials are considered separate from Reviews,

Use the 3 step methodology, with a brief explanation of your  1) Strategy, 2) Execution, 3) results. Within this section you should overcome the resistance  by addressing any common rebuttals

Preying on the fear of failure is a marketing tactic that is very effective while you use questions to poke at what your consumers are looking to fulfill and how your services guide them trough it. Try articulating how many customers the main character is missing out on? How many more customers could it increase.

Clarity is the new creativity. Being clear with a simple concept is key.

Preying on the fear of failure is a marketing tactic that is very effective while you use questions to poke at what your consumers are looking to fulfill and how your services guide them trough it. Try articulating how many customers the main character is missing out on? How many more customers could it increase.

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2018-09-08T07:49:13+00:00

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