OPTIMIZE

Optimize Your Web Site for Your Customers

"Optimizing" your site is more than ensuring that it positions well in the search engines. It's also important to optimize your site for your prospects, too. Remember, when your customers click through from the search engine results page, they want to see a well-written, well-designed site that answers their questions and makes them want to learn more. If you skimp on making your site usable and pleasant for your users, you will see hits to your site - but no conversions.

Here are things that you can do to make your site more attractive to your human visitors.

• Review your existing design. Does it look professional? Is it easy to navigate? Your site has one chance to make a first impression. If the design or navigation is poor, your customers may not dig deeper to learn more.
  
  
• Check out your content. Does it clearly convey your company's benefits? Does it answer your prospects' questions? Does each product or service have a clear description? If your prospects don't immediately find the information they need, they may surf away to your competitor.
  
  
• Search your site for your contact information. Is it easy for new customers to contact you by email, phone, fax and snail mail? Or, is that information hidden on an inner page? Providing contact information proves that your business is legitimate. Without it, people may not feel comfortable working with you.

Review your site like a new customer would, and ask yourself, "Would I buy something from this site?" Search for problems like broken links, graphics that don't render, and long, scrolling pages that are hard to read. If you are feeling frustrated by your own site, your prospects will too.

Remember, the search engines don't pay your bills - your customers do. It's very important to always remember your customers' experience when you build or change your site. If you create a site that's good for your customers, you should see strong search positions, too.

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