Treat Your Visitors Like Children

If you're website is for your business or you are trying to make any money off of it at all, then your website shouldn't be built for you.  It should be built for your visitors, with the aim of getting those visitors to do what you want and becoming a customer.

And your customers, especially new customers, need your guidance.  They need hand-holding.  They need to be treated like children.

That may sound silly.  But it's true.  Visitors have no idea what to do once they land on your website unless you tell them exactly what you want them to do.  If you don't, they'll just leave your site confused, angry, or bored.

Give Them Clear, Specific Instructions

Leave no room for misinterpretation.  Preferably make it a list of 3 to 5 bullet points, fast and to the...well...point.  And make the font large enough they don't have to squint.  Include some benefits to tip them over the edge.  Not features.  Benefits.  What need of the visitor's will be met if they follow your instructions?

Cap the instructions off with a strong, emphasized call to action ("Sign up today!"), and your visitors are more likely to obey.

Be sure the language is on par with a 3rd grade education.  Don't use jargon unless you know for a fact that your target audience will know that jargon and help build trust with them.  Even then, don't overdo it.

Place the Instructions Where They Are Easy to Find

Always put the instructions above the fold of the page, so they don't have to scroll down. Your visitors like doing the least amount of work possible. 

Don't make them play hide-and-seek.  You'll eventually realize that you're playing all alone.

To find place on the page where visitors eyes naturally go, use tools like Crazyegg or Clicktale.

Direct Their Eyes to the Instructions

Like children, they will get bored easily if you don't immediately grab their attention.  Don't get crazy, but be sure the design of the page makes it very clear exactly what you want your visitors to look at.

The right image can do the trick.  Something like a woman looking toward the correct area, begging visitors to follow her glance.  Something as simple as a green arrow can work wonders.  Just make sure your well-crafted instructions aren't doomed to obscurity by their surroundings.

Here are a few websites that know how to treat visitors like the spoiled children they are: