The reasons people will visit a website can be grouped into four categories:
1) They want information.
2) They want to buy something.
3) They want to be entertained.
4) They want to be part of a community.
THEY WANT INFORMATION:
This one is always true, no matter what. So give them a message that will appeal to them on an emotional level, and then give them the information they need to know you can solve their problem. From there they will be more likely to buy from you, be entertained or be a part of your community.
THEY WANT TO BUY SOMETHING:
Either directly (right on your site, through eCommerce) or indirectly, if they want to buy something, you have to let them know this is the place to do so and make it easy for them to do so. If they did not originally want to buy something, you can help make them do so by giving them information, entertaining them, or making them feel that there is something there they can be part of.
THEY WANT TO BE ENTERTAINED:
Whether that was their original intention in coming to your site or not, entertain them in some way and they will more likely retain your information better, buy something or want to part of what you are offering. That could mean something obvious like video or humor, but it could also mean just telling a story or giving them something cool to look at.
THEY WANT TO BE PART OF A COMMUNITY:
Unless you have a site purely for your own amusement, keep in mind that there is an urge in most people to be part of something bigger than they are. That could mean being a paid member, or someone “in the know”, or even just being part of the group that has purchased from you. It can be done subtly, but making someone feel that they are part of a community is a very powerful motivation.
Email us at hello@21thirteen.com or call us at 646 808 0249 for more information or for help in making your web site truly effective.
Perry Yeldham, 21Thirteen Design
