Step 6

Step Six: Fill in the Gaps

In Step 2 we talked about mapping the flow of your website to lead readers from one step to another. Now it’s time to fill in those few missing pieces that tie the whole thing together, including:

  • List-building opportunities
  • Buy buttons
  • Sales pages
  • Contact forms

Some of these may seem obvious, but you’d be shocked to know just how often these important pieces are ignored on otherwise well-planned sites.

For example, if list-building is your site’s primary goal (defined in Step 1) you should have an opt-in form:

  • In your site header (see the example from Melissa Ingold’s above)
  • In your sidebar
  • In your footer
  • At the end of each blog post

You should also have a dedicated opt-in page (or two, or more) that you link to from the pages and posts on your site, as well as from social media.

If your site’s main goal is sales, then it’s critical that you make it obvious you have something to buy. Create a “products” page and include it in your primary navigation. Link to relevant products from your blog posts. Include your products as upsells on the thank you pages your subscribers see. Remember, visitors can’t buy if they don’t know you’re selling. Make sure they know.

And what if your potential clients have questions? How can they reach you? Do you have a clear contact page that’s easy to find and use? It’s a simple task to create a form that allows your readers to email you directly from your site. You can also include:

  • A link to your help desk
  • Your email address
  • Your phone number

Giving your clients a variety of ways to reach you will help establish your credibility and that all-important “know, like and trust” factor.