Gearing Your Business Website to Visitor Interests

By Jan Zimmerman from Web Marketing For Dummies, 3rd Edition

In terms of marketing your business, your website has to make clear what you can do for the visitor, not why you got into business in the first place or your favorite products, places to visit, or movies (save that for your blog).

As long as visitors are having a good time, finding useful information, or locating products and services that appeal to them, they will stay on your site. As soon as you lose their interest, you lose their business.

You sell benefits to visitors via graphics, content, interactive opportunities — and appealing text. In the following illustration, TheResumator uses benefits statements (such as “Make Great Hiring Decisions Faster”) and calls to action (with imperative verbs such as “Get Started”) to tell visitors the advantages of its services rather than focus on features.

What’s in it for me? Answer this question at every step, and your website will work magic for you.