We’ve all been to websites that offend our senses. It might be the copy, the color, too much flashing or that “something” you just can’t put your mouse on that sends you packing. In working with businesses in all industries and sizes the one common denominator is they all have a website. Unfortunately, not all of them are good and some are flat out annoying. Here are a few easy thought processes you can work through to help provide your visitors with a positive visit to your online office.

Be Clear About It’s Goal

I’m stupefied by the number of clients that come to me not clear of their website’s goal. Sure, some have way too many goals (like the one in the picture) but if the goals are clear you can create a positive user experience. Knowing whether you are trying to gather information, make sales or build your brand awareness are critical to a website’s success.

Realize that your Home Page May Have a Different Goal

Think about this for a second. When you first come to a site you usually enter through their main home or index page. If this page is already trying to sell you or is “in-you-face” you might not want to stay. The key to discovering this goal is to know who you are trying to attract to the larger goal(s) of your site and what will interest them. Yes - targeting again. (I think I’m going to change my middle name to targeting.)

Plan for Repeat Visitors

If you intend to provide fresh content or anything else that encourages repeat visits you need to determine where those visitors will enter your site. Landing pages can be anywhere within your site. This is where Google Analytics comes in handy. You can very easily determine where visitors enter your site. Those pages need careful design and content consideration.

These are starting points for most, but a great check-up for established sites too. You audience grows and evolves. Your site needs to evolve with their needs and interests. If you feel out-of-touch with your customer’s interests you can try a survey or small segment interviews (if you have a local audience.) Don’t allow your website, home page and landing pages to stagnate. Give them regular attention and your audience will continue to be interested in you and your products.

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Paula Pollock is CEO of the Pollock Marketing Group, further assisting good companies in becoming great through outsourced marketing services with her team of professionals. PMG supports business marketing at all levels from DIY, short-term projects and Virtual CMO/Marketing Department. You can sign up to receive her Marketing Tips newsletter at www.paulapollock.com