It starts with WIIFM [Whatand#146;s In It For Me] and#150; Itand#146;s the main or often only thing visitors are thinking about when they land on a page within your website. Think about it. The last time you were looking for information, a product or a service and you used the Internet to locate a sourceand#133; what was in your mind? We bet you were highly focused on finding a website that provided what you were seeking in a quick, easy and comprehensible fashion.

Make sure the pages within your website contain a bold statement that directly appeals to the question you believe is being asked by the visitor. Then, make it very clear that you can deliver by stating your most powerful answer to that question.

Take steps to ensure the visitor understands why you are different, more qualified, cheaper, faster, or have higher quality, etc. Donand#146;t take up their time telling them about your company, background, personal information, degrees, awards, etc. except in your About Us page. Put yourself and#147;in the shoesand#148; of your prospects. Think about what is motivating them to use the Internet to search for what they want and/or need.

Persuasion Using WIIFM

Persuasion, influence and motivation are all very powerful words in trying to obtain the results you are seeking. Doing due diligence on the websiteand#146;s target audience will determine if WIIFM or WIIFU [Whatand#146;s In It For Us] is the mental button to push with creating the websiteand#146;s offerings.

Keep in mind that an essential element of all successful communications is the principle of persuasion and influence. Be sincere with your offerings. Find out what is important to the individual and offer it. This is the basic mantra for Website Conversion Enhancement.

WIIFM and Website Design

- One of the first things a visitor clicks on is the navigation links. These are often shown using dropdown boxes or a side-navigation frame. Selecting the words used in these dropdown choices is critical.

- Including relevant call-to-action statements in a website is another critical step. It is a must if you are going to maximize each webpageand#146;s ability to create a lead, request for information, or a sale.

- Keep paragraphs short and focused on one point! Visitorand#146;s attention span is short and they rarely read more than the paragraph headings before considering leaving the page or going further into the website.

- Consider using rhetorical questions in your website design concept. Come up with logical areas within the pageand#146;s where you can place statements that will and#147;grab the attentionand#148; of the reader.

We start our clients off with creating a couple of lists. First creating a list of the and#147;10 Most Often Asked Questionsand#148; and next the and#147;10 Must Ask Questionsand#148;. These questions will provide you with info needed to make provocative statements within the webpage that will stop the visitor long enough for them to know that you understand their issue, challenge, problem, etc.

First and#147;Make the Offer!and#148; Donand#146;t let the visitor reach the buying conclusion themselves. An effective offer can increase your conversion rate by as much as 400 percent.

Website Design and Conversion

Rememberand#133; most visitors decide whether they will and#147;clickand#148; and go further into a website or abandon the site within the first 8 to 11 seconds! This insight provides sound advice as to how the eye follows the page content and how to help a visitor find exactly what he/she is looking for when landing on the page.

WIIFM and the Visitorand#146;s Personality

We all know there are many different type of people who land on our website. Combine type with the situation they are facing, add their current demeanor and you can immediately see the way you answer their questions can make a significant difference on the websiteand#146;s ability to convert visitors to clients.

The effective offer helps you create the and#147;Unique Value Propositionsand#148; based upon whether your target audience will either negatively or positively instill trust and confidence in the potential client. Reflect your awareness of the four dominant personality types and and#147;speakand#148; to them accordingly:

AMIABLE people are dependable, loyal and easygoing. They like things that are non-threatening and friendly. These people like to know the and#147;WHYand#148; of the issue.

ANALYTICAL people are known for being businesslike, orderly, deliberate and systematic. They like to know and#147;HOWand#148; your solution can solve their problem or challenge. Provide hard evidence, testimonials, superior service, etc. to gain their confidence.

EXPRESSIVE people are outgoing and have an enthusiastic personality. They usually have a high energy level and are and#147;ideaand#148; people who can come up with unique ideas. They like to know and#147;WHOand#148; has also used, purchased or liked your product or service.

DRIVER people thrive on the thrill of the challenge and the motivation to succeed. They are practical, assertive and focus on getting results. They look for and#147;WHATand#148; your solution can do for them.

Some Final WIIFM Thoughts

The message in this document is simpleand#133; consider your audience fully before developing your websiteand#146;s offerings. Understand the people who will visit your site. This requires you to think about the traits of your clients and then develop offerings and website strategies that are consistent with them. The time you invest in learning more about WIIFM and how it can affect your Internet business model will bear healthy returns.

Finally, be sure to hire Internet marketing professionals to do the job if you donand#146;t have the capabilities in-house. Too much is at stake to leave this part of your business to chance! We are pleased to provide you the insightful comments contained herein. Please contact us at www.InternetConsultingAndCoaching.com or call us at 631-423-0815 for further discussion on how we might be able to assist you and your team or to review the Full list of PDF documents on Internet Marketing and Conversion techniques. Add a Comment Back to All Articles