Today I want to talk about design/build. When I say design-build, I mean construction website design/build. When we build your website, we look for form to follow function.
What is form following function?
Simply put, if you had a chair or a fork and an alien came down from space and looked at one of those two objects, they would have a pretty good idea what they were supposed to do with it, right?
A chair, you sit down on it, a fork, you stab something with it and put it in your mouth and eat it.
The best real world example I can give you is this; Apple and the iPad. Pick up the iPad and you immediately just KNOW how to use it. The intuitiveness that is built into the device makes it simplistic to use.
And that’s how your website has to be!
Your website has to have a natural flow that moves people around on the page, on the site and throughout the site to get them from point A to point B, which should be your “contact us” page.
Anything that takes away from that experience needs to be removed. Links to reports, links to social media, links to some association or links to an article in some magazine you were featured in should be removed.
None of that helps you sell
Handing your prospect a hard copy of the article when you’re sitting across the table from them, that’s when it helps you sell.
You want to remove resistance from your website
When you create resistance, when you create friction by adding too much material to your website, that’s when people get confused and click away. Remember, if it doesn’t help in the sales process, get it off the page.
The object your website isn’t to sell them on a new kitchen, it’s to sell them on picking up the phone and calling you or sending you an email. That’s it.
So let your website do the job you hired it for. Let your social media do it’s job by driving traffic BACK to your website and let your blog posts do their job and help convince people that you’re the right company to call.
Get everything else out of the way and don’t interfere with the sales process on your website, which is just to deliver the phone call or email. Everything else is just noise!