Guide Prospects Down The Path

Web sites have been around for over 15 years. And in those 15 years, not much has changed. A web site still presents a general set of features that are pretty standardized across all web sites. You visit the homepage to get a quick snapshot of an organization, maybe read some text on a service or offering, read more into the organization’s background, and maybe fill out a form or buy a product.

With the rapid evolution of technology during the so-called Information Age, one would expect web sites to have advanced significantly.

That isn’t the case. So what can you do about it?

The key is to break away from the noise. You want to develop a web site that guides people through a path instead of throwing everything at them at once.

People visit a web site with a specific interest or goal in mind (most of the time). It’s up to you and your web site to help those people find the path to what they desire (whether it’s a subconscious or conscious desire).

You must also further refine the path to help convert these people into taking action. Whether it’s downloading a document, making a call, buying a product, or filling a form out – the objective is conversion.

Most web sites today and 15 years ago are still stuck in the “information brochure” stage. There are no paths, simply information thrown together with the hopes of netting someone who might be interested.