Top Ten Tests to Maintain your Web Site - Part 2
Judy Cullins c. 2004
Once your Web site is up, you must maintain it. Maintenance means
changes, and each time you make a change, you may make a mistake.
If your visitors get a link that doesn't work or has incomplete
instructions, or if your copy is lackluster instead of passionate,
they will leave your site and not bookmark it.
6. Test your Web pages to make them easier to read by using bullets.
Remember, your visitor appreciates a lot of white space. That means
give them valuable information and benefits in the easiest form
you can. Make it easy to read and they will more likely "buy."
After a headline "The coach will answer these questions and
show you exactly what it takes and how to do it for your writing
7. Test your Web site paragraph length.
- How can I get clarity on my message and its value to readers?
- How can I shorten my learning curve and finish this project?
- How can I write Web copy that sells but doesn't offend?
- What are the first steps to.....project?
- What is the best way for me to accomplish this project?
- Can I write an eBook and print book at the same time?
- What is the best format for this project?
In general, keep your paragraphs below each headline short, around
1-4 sentences. Imagine looking at a long line of print before getting
to the meat? Discouraged, you would probably leave the page, and
possibly the site!
8. Test the flow and grammar of your Web copy.
Check for passive sentence construction, such as "there is"
or "there are" and other forms of "is" and "was."
Locate your grammar checker and aim for 3-4% passives. Web visitors
want short, clear copy they can skim. Remember, they will only stay
interested for 10 or so seconds, so make it easy for them to read.
9. Test your Web site layout. Know where visitors are entering
your site and exiting. Many companies out there can give you this
counting service. If potential buyers keep leaving at a particular
page before they go to products and ordering page, your words and
style don't work-and some changes are in order.
Double-check all of your links every few weeks to make sure they
are doing what you want them to do. We all make mistakes, and I
know, because I'm still a non-techie. After three years Online,
I now make fewer Web mistakes and increased client numbers from
7-17 in the last six months prove it.
10. Test your order process.
Create a mini-survey and ask friends and associates to check different
parts of your Web site. Show your appreciation by paying them for
it with a fre.e product or service. Tell them you have a thick skin,
and appreciate their honesty.
One would-be customer couldn't finish the order for one of my teleclasses.
It took a lot of effort to get that mistake rectified with some
free product. Like me, perhaps you tried to buy a book online from
one famous author. Even after emails to him, he said he didn't take
email orders and sent me back to where the problem was. With that
attitude, I guess he doesn't need more sales.
Go through the order process for your service or product and see
if it makes sense, gives explicit directions to non-techies, and
takes only a little time. Web visitors want it all fast. That's
why you don't want to put large graphics that take over 10 seconds
to load. Make sure all your links work, so your customers will have
an easy ordering experience. Then they will return to your Web site
over and over again.
Know that your job of testing never ends. It's what we call maintenance.
Eighty percent of life is maintenance! Just experimenting with these
tests will bring more sales. Keep testing to know what your potential
buyers really want. Results as increased clients or product sales
are always the best way to test your Web sites success.
For more information about web sites, the Internet, and copywriting click here.
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Book and Internet Marketing Coach, Judy Cullins, can help you build credibility and clients, sell a lot of books, and make maximum profits. Author of 11 books including Write your eBook or Other Short Book Fast and The Fast and Cheap Way to Explode Targeted Web Traffic" Get her free eBook"20 High Octane Book Writing and Marketing Tips" and two free monthly ezines at http://www.bookcoaching.com