Music to your ears hopefully

Seoza News July 14 2004 Number 409.  Think about reading this article below by media guru Chris Moerdyk  ... two small bits have been extracted as a kind of a follow-up to last week's article about ego-centricity and how it does not work on the Internet.  http://www.marketingweb.co.za/news/media/334313.htm

Chris Moerdyk says .... "Well, quite simply, customer service is going to be the foundation of all successful marketing in the future and the mass media simply has to get involved in it all to satisfy readers, listeners and viewers".

So what's new about this for you and me?

Nothing! Of course we have always known this (knowing is one thing putting into practice is another completely) ....  but if you believe customer-centric communication matters in the real world multiply this commitment by 10 as a pre-requisite for succeeding on the web.

He goes on to say "The sky is the limit - all editors need to do is keep reminding themselves of the basic fundamental of marketing communication which is: "It is not what we want to say but what the consumer wants to hear..""

Your HOME Page is THE MOST IMPORTANT WEB PAGE

Here's a way to check if your Home Page might just be working for you.

You have seconds to leave an impression on a website visitor before she leaves maybe never ever to return. "I" below refers to a casual visitor to your website i.e. one who has found your page by searching a related topic. The image on your website unless you are possibly in the business of selling images is not too important. How "pretty" a web site is way down on the list of WIIFM* items. If you need convincing take a look at http://www.yahoo.com

Even getting thousands of web visitors to your website is worth little if they are not quickly and suitably impressed by its content .... WIIFM*

Do I (1) immediately know what I will get by exploring your Home Page or (2) do I have to explore first? If your answer is (2) I'm gone

Are my probable expectations going to be filled and can I discover this within seconds?

Are the important messages "above the fold" and in a font I can easily read

Is the text broken up suitably to make recognition of content more easy?

Does your Home Page tell me what I must do next?

Can I understand from the links on the page what the link will lead me to? A good example of a link might be "You get R1,000 off normal price by clicking here ....."

Are you encouraging visitors to do something throughout the Home Page or is it company-centric?

Is the language understandable by visitors from around the world who are not expert in your field?

Does your Home Page tell a story or is it drab ... people like stories, and life is vivid

Does an image really add value to your visitor's experience? If not take it away. Use the valuable space for a call to action.

Are you brave enough to put your direct telephone number and email above the fold on the Home Page?

Can I easily discover your subscription form?

Can I search your site?

Most of us don't like checklists like this because we know that by using them we discover we have more work to do. This week I forced myself to revisit some of my pages and I made some significant changes which have already had positive results. Are you up to the self critique challenge?

 * WIIFM ... what's in it for me?

 * WIIFM ... what's in it for me?