How to Make Your Website Stand Out

Back when I was working as a deputy editor for a travel magazine, my editor once told me that in the week leading up to going to press, about 70% of his time was taken up working on the front cover.



"No way", I thought… "Is a front cover really that important to sales?"



Well, yes, it is. Just think about it for a minute. Imagine walking into a shop and seeing a whole host of magazines sitting on the shelves. What’s the most important aspect of every single one of those magazines you see?



Exactly! It’s the front cover.



And that’s because it’s the only thing you can see. And if the cover can convince you to pick up the magazine, then you’re already well on your way to buying it.



And the same principle applies to your website. If someone lands on your home page, they’re going to make a decision VERY quickly as to whether or not you’ll be able to help them. And if your website is amateur looking, messy and loaded with spelling mistakes, you won’t be presenting your business in a particularly good light!



You see, it’s the first impression that counts. The front cover for a magazine, or the home page of your website is the first impression. It has to jump out at the reader, grab their attention, and make them want to read more.



So here are five useful tips to bear in mind when you come to creating your own home page…



1. Make it crystal clear what you offer – Again, you need to make it clear what your website is all about, and exactly how you can help your visitor. As a website copywriter, I see many sites that fail to describe exactly what they do, and they lose potential customers because of it. I recently saw a marketing website where the owner’s main piece of sales copy said this; "I’m a marketing strategist and businessman with a history in the development, creation and conceptualization of a variety of business concepts."



What?



2. Check Your Copywriting For Errors – I’ve spoken to many people in business and one thing they all agree on is that website copywriting littered with spelling mistakes and bad grammar is a big, big turn off! Basically, it’s saying to the visitor, "I care about my business so much that I couldn’t be bothered to check my website for basic spelling errors!" If your own home page screams "unprofessional", then any visitors you do receive won’t have much faith in your ability to help them achieve what they want.



3. Polished Web Design – If you want to create a great first impression, then the design of your website is paramount. I’m not saying that you have to spend £2,000 on it, but you certainly shouldn’t scrimp on this aspect. The visual effect of your web page can have a huge bearing on whether or not a visitor sticks around or clicks away. A slick and polished design will show your business to be professional and image conscious, and represent you in the best possible light.



4. Clean & Tidy – It’s always best to ensure that your home page has a clean and uncluttered look to it. Regular website users have short attention spans and don’t like to work too hard to find what they’re looking for. Too many boxes or panels can become confusing and distract the prospect from reading your website copy – which is there to sell your services and keep the reader on your site.



5. Don’t Use Pop-Ups – I hate these. I really, really do! Many sales pages use pop-ups or scrolling boxes to force you into giving them your email address or other contact details. They follow you relentlessly down the page like a terrifying stalker… "Leave me alone", you shout as you doggedly attempt to actually read some of the copy on the page – copy that they’ve probably paid a freelance copywriter to write for them. Why?! When you won’t even let me read it!!



Sure, the five pointers above maybe fairly obvious, but you’d be surprised at how many websites I see that make these basic errors. So when you come to create your own website, always consider first impressions, because they can make or break your business.



About the Author: Nick Cobb is a freelance copywriter, online marketing consultant and the founder and Managing Director of Write For You Ltd, a copywriting agency based in London, England. His principal website; My Freelance Copywriter provides a wide range of copywriting services to domestic and international businesses, while his sister site; Red Hot Sales Letters, is dedicated to producing profit-pulling sales copy for online marketers.