Saturday, March 31, 2007

No Dead Ends

My good friend Brian York was once given one of the best compliments I’ve ever heard. A free e-letter reader called his former web site,, a site where, "...every page leads to a sign up."

Very cool, eh? That's truly high praise indeed.

I brought this up in Panama last week. Often when sites are designed marketers & graphics people forget why we are here. We're not in business to have a "cool" flashy site, nor to over think with images... we are here for names. I don't care who likes the sites I work with... well except for Google, as long as it converts visitors to take action. Really... I don't care what it looks like.

So when designing your site make sure you put an emphasis on name collection and don’t waste any opportuntiy to get new subscribers. Always make sure every page leads to your goal. Be it free names, or paid sales. Don't be seduced by a grandiose design, over use of Flash, or promises of "this could be the next yahoo portal!"

It's real simple... just take your visitors by the hand... guide them to your "board of fare" and lead them to your offer. At that point, it's copy time! If it's good, and been tested, you now have another new sub.

In a simple phrase... NO DEAD ENDS