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Title: Web Site Design - Focus, Focus, Focus
Author: Halstatt Pires
Article:
When creating a web site design, it is easy to fall into the
trap of trying to be all things to all people. In reality, the
key to a good web site design is focus, focus, focus.
We Don't Need No Stink'n Distractions
It happens ever few weeks or so. I am sitting in front of the
computer contemplating the meaning of life, i.e., why my numbers
aren't being picked in the California lottery. A frustrated
person calls and wants to know why their site isn't converting.
Shaking myself from my revelry, I valiantly pull up their site
and here is what I find.
A mess.
The front page is a mass of blinking this and floating that. In
really nasty situations, there will be something like a banner
telling me the weather conditions in some city.
As if I cared.
I don't even look at the weather in San Diego. Okay, we don't
really have any, but that isn't the point.
The point is a site must have focus to covert traffic into
revenue. This is known as the rule of one. Every page of a site
should focus on one subject, product, thing, picture or whatever
is relevant to your site.
If you have a page devoted to disco shirts with huge lapels,
then everything on the page should focus on disco shirts with
huge lapels. Typically, such a page would consists of brief text
describing the disco shirts, thumbnails of the shirts and
prices. The page should not include disco cds for sale. The cds
should get their own page.
Don't believe me? Then let us kneel at the alter of Google. The
Google Adsense program is designed to let you put Google
advertisements on your site. To put the ads up, you simply copy
and paste a script provided by Google. Once the site is
republished, each page with script will show Google ads. If you
look at each page, you will note the script produces different
ads for different pages. Further, the ads on each page
correspond to the subject matter on the page.
Why does Google do this? Because ads that are relevant to the
focus of the page will be clicked more than ads that are not.
Put another way, the Adsense program is designed to focus on a
single subject matter. The rule of one rears its head again.
Are you seeing a trend here?
If your site isn't converting well, analyze the pages to see if
you are focusing on one topic. If you have a weather banner on
your site, there better be a very, very good reason.
About the author:
Halstatt Pires is a search engine optimization specialist with
http://www.marketingtitan.com - an Internet marketing and
advertising company providing internet marketing services in San
Diego, California.
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