Click here is perhaps one of the most overused phrases on the Internet.

If you’ve got any click here links on your website, it’s time to spring clean your content and remove every last one of them. People are savvy enough with websites that they realise what a link is, and that you click on it to see more information. Links are usually fairly obvious too, they’re in a different colour and they’re underlined.

Remember that each link you place on your website is a call-to-action, so instead of being tempted to write click here for more information on your next website update try linking keywords and phrases of what your customer will actually find on the next page.

Real Life Examples

TravelZone

If you have any suggestions that you think would make travelzone even better, we would love to hear from you! Click here to add your suggestion…

Does this sound a bit better?

We would love to hear from you. Please send us your suggestions to make travelzone even better!

Tasmania Bed & Breakfast Association

If you would like to be sent a copy of our guidebook to B&B’s in Tasmania, click here to fill in your post details.

How about this instead?

Would you like to receive our publication Your Best Guide to Bed & Breakfasts in Tasmania? Tell us your postal address, and we’ll pop one in the post for you.

The Australian

Support The Men of Gold. Get behind the Qantas Wallabies, show your support and click here..

Try this.

Support The Men of Gold. Get behind the Qantas Wallabies and show your support.

Engage Those Customers

Your links should be an enticement for your potential to go further through your website. It’s like holding their hand and giving them a guided tour of your business.

Think about how boring a guided tour would be if we said go through that door instead of… behind this door is Napoleon & Josephine’s elegant matrimonial bedroom.

By writing great calls-to-action links you’ll keep your customers interest in your products and services for much longer.

I can’t be the only person out there who sighs at the size of her inbox every morning!

Being efficient on email is tricky for me because I get such a large volume of email email day, and I spend a large chunk of most days in meetings. It’s especially tricky if I’ve had a day off.

Here’s some tricks of the trade I’ve employed over the years to help reduce my email stress, and improve my customer service.

Leave only unattended emails in your inbox.

As soon as you’ve replied to an email, forwarded it to a colleague for action or talked about the contents in a phone call, move it out of your inbox. Either file it, or put it in a quick To Be Filed folder for processing later.

Don’t use your inbox as a task list.

As soon as you check your email, check for the ones which require you to do something which will take time, and put these on your task list.

Upgrade to Outlook 2007.

If you’re still on Outlook 2003, upgrade as soon as possible. Outlook 2007 has outstanding and superior search capability which is far quicker than it’s predecessors. This means if you need to find an email pronto, you can, no hassles. I’ve run Outlook 2007 since June 2007 and am very happy with it.

BCC follow ups.

If you know you want to follow up an email you sent, BCC yourself a copy as you send it. Leave this in your inbox until you receive a reply, and then file the reply and the BCC when you’re done.

24h turnaround.

We all inevitably get phone calls and follow up emails if we don’t get back to people quickly. I aim for a 24h turnaround with all emails to avoid the time wasting follow ups and embarrassing apologies. I am in the technology business after all, if anyone can reply to an email quickly, you’d hope it’s be me!

Have a good look at your statistics and examine the pages which contain a web form, most notably, your contact form.

It is important to know the number of people who visit these pages, because this is the number of your luke-warm customers. A percentage of these made it through the form and contacted you, and the rest didn’t.

Why didn’t they contact you?

One of the primary reasons people do not fill out contact forms is because websites request too much detail from a potential customer.

Long forms scare people. They look like they’ll take a lot of time, and Lord knows we all don’t have much.

Simplify your forms down to the absolute bare minimum of information that you require to conduct your initial enquiry with this potential customer.

For most businesses, you should ask for just the following:

• Name
• Email Address
• Comments

If you are a phone kind of person, consider also asking for a phone number. These three or four fields should be enough information for you to get the ball rolling.

This principle also applies to other web forms that are of an initial enquiry nature such as an availability request or quick quote.

For bookings and orders it is a given that you require much more information to complete the sale, and this doesn’t worry customers so much as they expect you will need more details.

Attract More Customers. Photo by Jungle Jim’s International Market

When you walk into a retail shop and sales staff immediate come over to you and ask if they can help you before you have a good look around. Do you get that awkward, uncomfortable feeling that they’re desperate to sell you something, and you just want to leave the store?

Well asking too many details in a basic enquiry gives your potential customers a similar feeling. Keep forms short and sweet.

We’ve had the ideaology of business plans, marketing plans and other plans drummed into us by business success professionals for a long time now, but one plan we don’t here a lot about are website plans. So, where do you start? With the goals!

Like all things, a website will have one or two major goals, and a number of minor goals. Usually the minor goals support the major ones. Throughout most websites we build, the major goals don’t change.

Major Website Goals

• Making money
  The reason a business exists in the first place, and certainly the ultimate goal of any eCommerce endeavour. Making money is a broad goal and the method for achieving this goal will change depending on the website. Methods include generating bookings, making sales and attracting advertisers.
• Increasing credibility
  This goal is especially utilised by the professional services industries like accountants, lawyers and even web developers! This goal centres around informing your potential customers of your company’s spectacular history, and key staff’s qualifications. Artistic and creative industries will increase their credibility through visual portfolio pages.
• Saving time
  Often this goal exists in tandem with one of the other two above, but many businesses choose to save administration time by having a web application built for them that automates some of the mundane tasks they do often. It might be as simple as referring cold enquiries to a page on the website for frequently asked questions, or it might be more complex like a customer management system.

Photo by Paul Downey

Minor Website Goals

• Encourage leads and enquiries
• Conduct research on web user habits
• Provide an easy contact platform
• Allow quality media downloads
• Increase subscriptions to newsletter database
• Develop a community around your product or service
• Encourage customer loyalty

Does anyone have further suggestions on other goals websites might try to achieve?

Photo by Kenna Takahashi

Sometimes it’s easy to lose sight of your goals when building a website. We get ties up by the visuals; where photos go, how logos are positioned, what shade of green should you use… those sorts of fiddly bits. But the important part, perhaps the most important part, is keeping focussed on the goals.

Each page of your website should be trying to kick some goals, and before you even start writing the text for your pages you should have a firm grasp on which goal you’re aiming for.

Here’s some examples of what goals your website should be targeting.

Home Page

• Encourage further exploration of your website
• Allow easily visible contact details
• Provide a clear path to the revenue stream of your website

Company Profile Page

• Raise credibility of the company and its key staff

Newsletter Archives Page

• Increase subscriptions to your newsletter database
• Provide great content for search engines

Contact Page

• Encourage enquiries

Usually your website will have many goals, with most having the ultimate goal of generating sales. Achieving your website goals will be infinitely more successful with the use of strong calls-to-action.

A call to action encourages someone to do something. Your website visitors need calls to action so they will do the things on your website you want them to do. Calls to action are extremely important for the success of your website.

Great websites use calls to action throughout their text to tell visitors what they should do next. This is especially important at the end of a page when you’re at the most risk of your visitor heading back to the search engine to further refine what they’re looking for.

You will recognise these calls to action from television:

• Call now for 12 free steak knives
• Vote for Danielle McKay to win Australian Idol
• Email a question to the ROSwall

Your website needs to emulate the calls to action of traditional marketing styled toward the goals you’re trying to achieve. Here’s some examples:

• Subscribe to our newsletter
• Learn more about fly fishing in Far North Queensland
• Contact us for a free quote
• Take a charter flight over the Great Barrier Reef
• Book today to receive your free bottle of wine

I’ve italicised the parts of these calls to action that should be linked. By linking to the content people expect to receive on the next page you increase the chance of them completing this action. It’s also very helpful for your search engine rankings to include good keywords within these links.

You may have read previously how against reciprocal linking I am - but perhaps I should clarify - I’m against dodgy reciprocal linking. That is, when you exchange links with a website you have nothing to do with in the hope of raising your search engine ranking.

There are lots of legitimate reasons to link to another website. Here’s my favourites:

• Existing business relationship.
  Companies who you deal with regularly and whose service or product you can vouch for.
• Relevant or useful.
  Ideally these are within your industry or region. For example, if you’re a bed & breakfast operating on the Blue Mountains you might link to a region guide.
• Complementary.
  A product or service which goes with yours. For example, if you sell air conditioners, you might link to an electrician who installs the models you sell.

It’s much better to write some good quality text around your link rather than just having a list of links off to the side in a links page. Visitors are much more likely to visit the links this way, and it enables you to be seen as a helpful expert in your area. For an example, see the blog post I wrote about Flying Solo. How boring would it have been if I just stuck it off the side in a links page!

When you shoot a photograph the copyright of that creative piece is automatically assigned to you. Nobody is allowed to use your copyrighted material without your permission. You are the sole owner.

Many people don’t realise this, and might search the internet for a photo to use on their website. Google Images, Flickr and Picasa are popular places to search for photographs. If you want to use any photos you find you must contact their owner and ask permission.

Although the internet seems like a big anonymous place, you might find it’s smaller than you think when you steal pictures of someone. Taking photos without permission can be an expensive exercise. Photography companies will often charge you for using the picture, recently I heard of someone being charged $4,300 for a single photo they used on their website.

If your web designer uses a photo on your website which does not belong to you, check to ensure they have purchased it on your behalf from a stock photography library like iStockPhoto, or that they have permission to use the picture.

When you receive permission from someone to use their photo, you should credit them appropriately.

Cut Limes. Photo courtesy Kaj Haffenden. Knife courtesy Erick Zegeer. Limes from Rusty’s Markets. Chopping board from Yungaburra Markets.

Google has made it so easy to include a map on your website. Once you include the map it has all the same great functionality you see on the Google maps site: zooming, dragging, different views.

Here’s how to do it:

1. Go to Google Maps.
2. Search for your address.
3. On the right hand side of the map, click Link to This Page.
4. Copy the embed in website link, and paste it in an email to your web designer.

Below is an example of the result - and a map to my office if you’d like to chat with me over coffee.

View Larger Map

Many businesses like to use testimonials to raise their credibility. But because testimonials are easy to make up, they’re also difficult for some people to believe. Here’s what you should do to make your testimonials carry more weight with your visitors:

• Use the referrer’s full name.
  So if you were listing a testimonial from me, you’d use Nicky Jurd. Don’t use N.Jurd, or Nicky J, or NJ.
• Include a photo.
  People will recognise faces they’ve seen in the community, and it’s harder to fake a testimonial provided by someone who also is willing to show their face.
• Include a logo.
  When your testimonial is provided by someone within a company, with if that company will allow you to post their logo with the testimonial. Logos are instantly recognisable as a corporate symbol and will add considerable weight to the testimony.
• Link to their website.
  If the referrer has a website, include a link. They will then get some benefit from providing you with the testimonial, and visitors can review their website to check the credibility of that company.
• List the referrers position.
  This is particularly important with business testimonials. So if you were quoting myself you might use: Nicky Jurd, Partner, cityofcairns.com.

Have a look at these two testimonials and give me your thoughts on the one which appeals to you most:

Love your blog Nicky! I subscribe to your RSS feed and always gleefully read the snippets of website goodness you write every day. I encourage others to sign up for the RSS feed too. Keep up the good work.
B. Vere.

OR

Love your blog Nicky! I subscribe to your RSS feed and always gleefully read the snippets of website goodness you write every day.

I encourage others to sign up for the RSS feed too.

Keep up the good work.

Belinda Vere
Head Graphic Designer, cityofcairns.com.