I've noticed quite a few websites recently that look fantastic. They're creative, well-designed, and technically advanced. Yet, they don't seem to get from that initial wow-effect to a purchase or new client.

These websites remind me of fishing. (Maybe it was all that fishing I did in the Norwegian fjords this summer.) They have the shiniest, most technically advanced lures on the market (design), but they've forgotten the hooks (effective content & copywriting). They seem to be fishing for compliments, rather than clients.

Now, I don't want to imply that you should try to trick or bait people into becoming clients or making purchases. What I do want to make clear is that if there's no real substance to your website beyond its looks, you're missing opportunities to gain clients.

Cutting-edge design, flashy graphics, apps, and tools (what I sometimes call "website bling") will get you noticed. And that's important since many people make snap judgments about a product, service, or brand based on what they see. Yet, once you get their attention, what is your website saying? Eye-catching graphics may draw rave reviews, but it's the words that clinch the deal.

After all, which would you rather have: a compliment or a new client? (Both, right?)

You want results. So, make sure you pair great website design with results-oriented content and copywriting. Here are 4 things to keep in mind as you consider content.

1. Budget and Plan Realistically for Your Content Marketing.
Most people plan and budget carefully for their website design. After all, without design and coding, there is no website, right? Well, without great content, you don't have an effective website so you need to plan just as carefully, if not more so, for your content marketing. Be realistic. Know that you're going to have to continually invest time and resources into content development.

2. Cater to your audience, not your ego.
If you want clients, not just compliments, avoid droning on and on about your company, your products, and your accomplishments. Write about what matters most to potential clients. Be helpful, not boastful. As Ann Handley of MarketingProfs.com shared at the recent International Freelancers Day online conference, "Serving is the new selling." Your content should serve, solve, help, and create utility. Mix it up with a variety of helpful content beyond your static copy, such as articles, how-to videos, FAQs, case studies, and blogs.

3. Adapt to the Medium.
In the rush to fill up a new website with content — and save time and money — many people simply paste in the marketing materials and internal documents they already have. It may save time and money now, but it may also lower the chance of bringing in new revenue. Why? Because people interact with the written word in a different way online than they do in print. That corporate brochure your prospects are happy to flip through in print may not hold their attention for more than 5 seconds online. (Some tips on formatting copy for the web.)

4. Make a Clear Call.
Make sure you include a clear call to action. Don't leave any doubt as to what the next step should be. If you want them to pick up a phone and call, say that. If you want them to drop by your store, give them the address and a map and tell them when to come. Tell them often — not just on the "Contact Us" page. (More on creating an effective call to action.)

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Six Surefire Ways to Sabotage Your Business Website - Saboteur #6: Pairing Powerful Copy with Weak Web Design

It was HOT in Sweden this week. And being from Texas, I don't use that word lightly. Now, before all my friends in Texas start hollerin' at me for complaining about Nordic temperatures: yes, of course, I realize it's not as hot here as it is in Texas. However, there's a big difference in how we experience warmer temperatures in Sweden.

After our bodies have acclimated to 8+ months of cold weather, it's a shock when the temperature suddenly rises. And here's the catch: we can't escape the heat. There is no indoor air conditioning here. There hasn't been much of a breeze, either. The sun is up until midnight, and our upstairs bedrooms act like little greenhouses — storing all the heat they can. And the office? Yikes! The computer monitors add to the heat, making concentration nearly impossible.

At 80 to 90 degrees Fahrenheit (26-32 C), I've been more miserable than I was on most triple-digit days (40+ C) in Texas. Is it any wonder most Scandinavians take long summer vacations and spend countless hours at the beach? Growing up in Houston, I thought my family in Scandinavia didn't know what "real heat" was. How could they complain? Now, I understand.

Here's the point of my heat wave rant:

When marketing your products, services, or ideas, remember: your perspective is not their perspective — and their perspective is more important.

That seems basic, right? We know it's vital to connect with our audience, and we know many factors influence audience perspective: cultural norms, peer influences, available local resources, history, climate, languages and dialects, standard technology and equipment, etc.

Yet, it's still easy to fall into the trap of assuming some things are the same for everyone. Because of our own natural perceptions and life experiences, there are factors we wouldn't even think to consider. Things that seem innate, universal. After all, wouldn't many of us assume 80 degrees (26 C) feels the same for everyone?

The danger is if, when we become aware of differences, we ignore them or judge them.

People living in different parts of the world may experience and perceive your business, services, products, and website in some unexpected ways. Their problems, "pain points," likes and dislikes in these areas are real and serious. If their support is important to you, address their experiences properly.

P.S., To my family and friends in Scandinavia: thanks for not saying, "I told you so."

Happy summer! I'll be at the beach with my laptop if anyone needs me.

Saboteur #6: Pairing Powerful Copy with Weak Web Design

Imagine strolling into a boardroom to make a perfectly worded pitch to a group of prospective clients while wearing shorts and a t-shirt. You just wouldn't do it. So why would you project a second-rate image of your company where it's accessible 24 hours a day?

If you're going to sound professional (i.e., your website copy), make sure you look professional, too (i.e., your web graphics and design).

Whether you create your site yourself, use a template, or hire a professional web designer, it's up to you to ensure your website is as successful as possible. To help, here's a list of things that don't belong on a professional business website.

► Clip Art

With sites like iStock.com offering incredible graphics at affordable prices, there's just no excuse for clip art on a professional website. It's like finding stick figure drawings in a Renaissance art gallery — they don't measure up to the competition.

And while we're at it, if you plan to use portraits of yourself and/or staff, make sure they'll portray a professional image. No photos your mom took of you at the family barbecue (unless, of course, your mom is a professional photographer and you were dressed for success that day).

► Fancy fonts

While that curly, swirly script or far-out psychedelic typeface may express your personality perfectly, it's a pain to read. Feel free to get a little fancy — but play it smart. Use clear, legible, standard fonts for the bulk of your content. After all, you want to make it as easy as possible for your customers and prospects to understand what you're trying to say.

► Clutter

Even though you can add all sorts of nifty stuff to a website, it doesn't mean you should. Some websites look like a smorgasbord for web designers — a buffet of Flash graphics, ads, current weather reports, links, etc. But, if I'm going online to buy yarn, for example, I don't need to know the weather forecast.

Always consider your target audience. Include only those features that are specifically useful for them and help them connect with your business, products, and services.

Remember: white space is your friend. Don't bury your content in a heap of ads, links, and graphics.

► Auto-launch A/V

Avoid video intros and other audio/visual elements that launch automatically. Imagine a client looking up your website from her cubicle at work or while out at the local coffee shop. Great. Now, visualize the embarrassment when suddenly the theme song from Rocky blasts from her computer as she frantically looks for the mute button. Not great. (Auto-play movies and flash presentations without sound aren't much better. They can be just as frustrating, especially when someone's in a hurry.)

Music and/or video may be an integral part of your business, but allow your customers to decide for themselves when to hit play.

► White on Black

Don't use white font on a black or dark background for long chunks of text. I mentioned this already for Saboteur #4, but I'll say it again. It's too stressful for your readers' eyes. Yes, it shows how edgy and different you are, but is it worth it if people have a hard time reading it?

This list could go on and on, but I've stuck to a few of my particular pet peeves — focusing on basic visual elements, rather than code and such. If you have any website design pet peeves of your own, let me know.

Saboteur #5: Leaving Out the Call to Action

Leaving out the call to action is like leaving out the yeast in bread. Your business just won't rise. Ok, maybe not the best analogy, but the point is you can't have a successful business website without it.

This isn't just a matter of displaying your contact information somewhere on your website. (I hope you've remembered to do that.) It's a call to action.

Remember: "Nothing happens until something moves." (Albert Einstein)

You need to ask your target audience to make a move — a very specific move. What that move is, depends on your business, offer, and goals. You may want them to call your sales department, visit your store, submit a form for a project estimate, place an online order, download a white paper, or any number of other options.

Decide exactly what you want your clients and/or prospects to do. Then, clearly ask for that specific action.

Here are four essentials to creating an effective call to action:

► Don't rely on your "Contact Us" page to do the job. Every page of your website should include a clear call to action. After all, in a "click-happy" web world, one page may be all you get to engage your audience.

► Be specific. It's not enough to simply list a phone number, email, or address. Make it easy for your audience. Tell them what to do and why. Your message can be long or short, but it needs to use clear action verbs — and include your offer or timeline, if you have one.

"Call today for a FREE consultation"
"Order Now – Offer Expires June 8th"
"Register by Friday for Half-Off Tuition"
"Visit our bakery today for FREE samples"
"Join our mailing list"
"Register Now"
"Create Account"
"Book Online"

► Make your call hard to miss. Don't bury it in the copy somewhere at the end of the page. What if no one scrolls down that far? Put it at the top. And try a bold color, button, or graphic. (Just remember not to overdo it — clutter is confusing and distracting.)

► Set it up. This may be obvious — especially after the previous 4 blog entries — but it's too important to skip. A call to action won't work if you haven't already presented clear, compelling reasons and strong benefits. As important as it is, the call to action is still just a piece of the marketing puzzle. It can't stand alone.

Saboteur #6: Pairing Powerful Copy with Weak Web Design

Saboteur #4: Forgetting to format your content for the screen

If you've paid attention to the previous three blogs, you may very well now have some of the most fascinating, informative, and persuasive content on the Web. Good for you! But it's all for nothing if people don't actually stop to read it.

The key: format your content for online reading.

The Web has changed how people interact with text. Online, even the most avid reader (like me) will skip to the bullet points half the time. Sloshing through lengthy company profiles and mile-long welcome pages is frustrating. Web consumers need to get in and get out with what they want.

Most people tend to be what I call "click-happy" — quick to click away from a website or page if they don't immediately find something to interest them. When faced with long unbroken chunks of text, there's a good chance they'll click away to something more visually stimulating and easier to scan.

Here are a few tips to help you optimize your content for online reading.

► Put the most important point up front. This isn't show business. You don't want to go for a 
   big finish — your audience may not stick around long enough to see it.

► Break up long chunks of text with headings, subheads, bullets, and other visual elements.

► Keep your paragraphs short — preferably no more than 7 lines.

► Avoid using white font on a black or other dark background for your main message. 
   It stresses the eyes.

► Don't overload on emphasis. Excessive punctuation, underlines, quotation marks, arrows, or 
   capital letters can actually de-emphasize your message. Use these sparingly if you want 
   them to have real emphasis. In general, it's better to let your words speak for themselves.

    --> Be wary of ending every sentence with an exclamation point.
         It looses its effect after a while.

    --> Remember that in written communications, capitals usually translate into yelling.

► Utilize links and menus. It's tempting to stuff everything you can about your company's 
   products, services, location, history, and values onto the home page, but it can be 
   overwhelming and confusing to your visitors. Just as you would organize a textbook into 
   relevant chapters, organize and divide your website into easily navigable sections.

Saboteur #5: Leaving Out the Call to Action