Whilst mainly we talk about the optimisation of landing pages on this blog, there is no reason why these same principles cannot be applied across any online project - whether its a website or a portal.

Properly Written Copy

Not cut and paste from a supplier’s website, not pulled from some B-grade press release, and definitely not any content that focuses on multiple variations of a key word (I’m looking at you finance, car finance, boat finance, equipment finance, et al landing pages!).

You have x amount of seconds before a user makes up their mind (I have read anywhere from 5 to 15 seconds), so if you set an expectation with the ad copy in 70 odd characters, you are obligated at least do deliver that information. Stop and think every time you publish the content on your pages.

The Offer

I was reading recently about the format, design and structure of the McDonald’s menu banners and how they are designed to be easily read and identified. But more important than that, it gives the illusion of choice when there is really none at all.

Same with your offers. Make them clear and easy to follow, starting with the core product (such as the burger), followed by the standard up/cross sells (fries and drinks in the McDonald’s example) and then the extra little bonus at the end (the desserts).

No fuss, maximum sale potential. Unfortunately though the internet runs vertically, but if you study pages such as Apple’s customisation page, you can get a nice idea of how to lay it out.

The Call to Action

After everything else is complete, to put the final seal on the deal, you have to clearly outline the next plan of attack, whatever it maybe. However, many businesses have expressed concerned that they do not wish to have every page on the website to be a sales page, or pushing people to take action - and that is a reasonable response as it could quite possibly turn away many visitors.

Nonetheless, it is important to have it there on the page, so you could consider being a little bit more discreet, possibly using a text link of a smaller side bar image.

Or even factor in different goals for every page. For instance, on the ‘About Us’ page, the goal might not be to contact, but it could be to get as many visitors as possible to follow your staff on Twitter.

Each page should have a goal, along with the motivations in clear site. Then you can be guaranteed that a visitor can achieve at least one of the many goals you have prepared for your website.