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What Good is a Car Without a Steering Wheel?

By Marc Reifenrath on November 17, 2011 in Digital Marketing

Take Control

What good is a car without a steering wheel?...a bike without handle bars? aircraft without a joystick? (you get the idea). Without control, you have no power or influence over direction. The most luxurious car in the world may be easy on the eyes, but is rendered completely useless without a way to control. Your website is the same.

Determine Destination
Control is not just about the ability to update your content (although that's extremely powerful), but it's about where you want to take your visitors. Think of your website as a taxi, when someone gets in, they always have a specific destination in mind. That taxi's goal, is to get to that destination in the quickest, and most convenient way possible. It doesn't matter if you sell cupcakes, coffee, or campers. Your visitors came to your site for a specific reason, so get them can be easier than you think.

Find Your Way
You already know your product or service like the back of your hand, but don't have the convenience of a face-to-face conversation with the consumer; so what can be done to your site's content to steer visitors in the right direction? Start out by asking yourself these three questions:
  • Is your content well written and easy to understand? - When a user gets overwhelmed, the first thing they do is quit. Not all topics can be understood with minimal effort, but they can be presented with fewer hurdles by mixing text with images, videos, infographics, and more.
  • Is your content relevant and recent? - The web is constantly changing everyday, literally. A recent change to the way Google handles search takes this into account by giving sites a higher rank when content is relevant and recent.
  • Is your content written for the user? - While making sure your site is presented in the best light for the search engines is quite important, remember your audience is ultimately a human being behind a screen.
Drop Off
While the goals for your website may completely differ than those of your neighbor, one simple fact remains. Without control, your website is utterly useless.
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