Websites for Women - Common Mistakes - Part 1

So, you've finally done it.   You've started your own business.   You've found something you're really passionate about.  You know it's a good product/service.

So now that you have a business, you know an important first step is to create a website.  You contact good people, throw down some cash, and voila - you've got a good lookin' website. 

There's just one problem.   You're not getting any results from it.

I know.  I've heard from all sorts of women (and men) who are just as frustrated as you are.   So in a series of posts, I'm going to look at some of the most common problems when creating a website targeting women (since most of you ARE targeting women), and how to fix those problems.

Jean Johnson at All Moms Go To Heaven has bravely volunteered to be our case study.  Her site has many of the most common problems I see, so it's the perfect example to work with.

Websites for Women - Common Mistakes - Part 1 - The Home page

All Mom's Go To Heaven suffers from an ineffective home page.  Visitors see nothing but images and very little copy.  (see example to left as the actual page may have changed by the time you view this) Your home page must do two things....... 

One - Your home page must have copy that lets her know who you are, what you do, and why she should care (how it is a benefit to her)

Two - Your home page must have links that create persuasive momentum and engage her, driving her forward into your website.

Number One - Copy that explains who you are, what you do, and why people should care

All Moms Go To Heaven's home page (see image above) has some great images, but the only copy says "Where it's Mother's Day every day."  What exactly does that mean?  Who exactly are they?  And what do they do?  And why should you care?

Jean deals with a lot of confusion as to the nature of her business.   Some people think there is a religious affiliation.  (there is not)  Others think perhaps it is some kind of funeral service.   (Not that either)  All Moms Go To Heaven is dedicated to honoring moms and all they do.   Jean feels that moms are too hard on themselves because they are not perfect.  She's created a forum where mom's can get some much needed acknowledgment, respect and appreciation.

She needs to add copy to the home page that explains who AMGTH is, what they do, and why you should care.

Number Two - Links that engage visitors and create persuasive momentum

There are no links in the active window (the center area of the website where your eyes are focused)  Visitors aren't sure where they go from the home page.  For every website you need to decide - "What questions are my visitors asking" and "what are the actions I want my visitors to take".

For All Moms Go To Heaven, there are three actions Jean wants her visitors to take:

• Nominate a mom
• Buy Merchandise
• Sign up for the newsletter

The big question her visitors are asking is:

• "What is All Moms Go To Heaven?  Is it something I'd be interested in?"

So the home page needs links in the active window that will encourage and allow visitors to take those actions and answer these questions. 

Look at your own home page.  Does it do two things:

One - tell her who you are, what you do, and why she should care (how it is a benefit to her)

Two - provide links in the active window that create persuasive momentum, taking visitors to answers to their questions, and providing clear pathways to the actions you want them to take.

Remember, the number one reason women use the web is to save time.   When she lands on your home page, you have less than 8 seconds to engage her and get her clicking.   If she doesn't immediately understand who you are, and see an easy way to engage with you, she is gone.

Coming up next - the most common problems with forms.   Stay tuned.

Comments

[Susan]

These are great tips. So many times copywriters are told not to clutter a page with copy, but I had the same reaction when I saw the homepage. You articulated the problem and solution very nicely!

[Jamie]

Thanks for the great article. I've struggled with my homepage since the first day i launched my site. It's difficult to figure out how to get everything you need on this prime real estate! You're so right, while trying to maintain a "pretty" homepage, you really need to make sure you get all your important information on this page. In addition, you also need to keep in mind that you need important keywords on your site so that the search engines can find you.

Jamie
www.craftybabies.com

[Deborah Gardner --One Heart Bulgaria]

This is great info to consider for my own website, http://oneheart-bg.org/ which I hopes passes the test. As far as the website “All Moms Go to Heaven” it looks like they have made changes to their home page and I hope this negative attention actually benefits them and gives them a lot of traffic. They have a wonderful cause of honoring mothers and reward nominated moms on a weekly basis. They also donate 10% of their proceeds to charities for women and children. Good for them! Check it out!:)

[kirsten]

Hmm. Respectfully so, I don't think the #1 reason women use the web is to save time (nor to conduct product research). I also don't believe women use the web "simply to build communities" as previously suggested by Pew Internet research studies.

The insight goes much deeper...

Many women use the web to gain informal confirmation or validation of an idea or purchase before they make it.

It's more than community building, it's more than in-depth product facts and research, it's more than listening to their needs, it's more than 24/7 customer service and access....

The best women-targeted websites don't persuade, they AFFIRM.

kindly,
kirsten

[Holly Buchanan]

Kirsten,

"The best women-targeted websites don't persuade, they AFFIRM."

I love that!

Holly

[Capitola Girl - Capitola Girl Jewelry]

Great information! I shop online a lot, and if the experience becomes time consuming or difficult, I end up moving on. There are a lot of online shops with compelling home pages, easy sign up processes, and quick/informative shopping cart designs. Unless I see something I really love, navigating through a poorly designed web site is about as much fun as browsing through a wet magazine. I just won't do it. This is great information and advice for designing my future online shop.

[Lilly Holmers]

Thanks for the post. I am currently thinking of marketing strategies for a website that promotes nationwide network models. It is basically a website where new, fresh, talent can promote themselves in order to get exposure. I would appreciate any ideas at all as I'm pretty new to this.

Thanks a million,

Lilly

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[Bob from Home Business for Moms]

Thanks for the tips! Maybe the fact that I don't know HOW to put a bunch of flashy stuff on my site is actually helpful. My site is mostly content out of technical ineptness!

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[Kathryn]

Hi
I have also found the challenge of marketing online to women to be more difficult than expected. AdWords and search engine optimisation are helping, but converting visitors into sales seems more challenging. I love my site and spend a long time on digital merchandising and descriptions, as well as having great prices and postage options, but perhaps I am not communicating this well enough when people first enter the site.
I will certainly look at taking on board some of the advice given here - it is good to read possible solutions and to share.
Thanks for the forum!!
Kathryn
www.paperavenue.com.au

[Vonalda]

Hi

I think the site still needs some work to optimize. For example, where is the opt-in box to collect names and emails for the newsletter? It needs to be obvious and above the fold in the right hand corner. Building a list should be a top priority - so you can continue to build a relationship and market to your list! No offense, but it's unlikely I would opt-in here. I don't want to have to click around. Show me an opt-in and make it clear what you are giving me free in return for my email address.

Ditto with "nominate your favorite mom" - make that a visible form for nomination on the right hand side.
The idea is to make it very easy for people to do what it is you want them to do.

[academy age brain]

Its not actually my practice to post comments, but my homie thought my homie would say that this was really tight.
i cant wait for your next posts.

[laptop battery]

Maybe I have found something useful in the post. Thank you.

[Lithium-ion Battery]

It's more than community building, it's more than in-depth product facts and research, it's more than listening to their needs, it's more than 24/7 customer service and access....

[leochbattery]

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[Renjith]

1: Hey, I just run a shoe repair place. How would an etrinnet site help me?2: How much will it cost?3: How much time do I have to devote to it?4: I don't even know how to turn a computer on. How could I do something like that?5: What is the etrinnet? That's all I can think of right now. Good luck!

[Martina]

Hi Jen! Definately not a doctor here, but it's stnarge that he doesn't want to be held. I would guess colic. Ask your doctor about it. Or it could be that he's just fighting his sleep, as babies always do. I had always heard to let them cry for a bit (5 mins or so), soothe him, and check on him waiting a little bit longer each time until he finally goes to sleep. How long has this been going on? Definately talk to your doctor if any of his behavior is out of the norm for over a week. Let us know how he's doing and good luck!

[Jennifer]

Great blog, love it! I actually hnpaeped upon it when I googled curry brownies ?? I thought that I had come up with this great idea of a food creation, only to find you associated with that tag. Alas. Oh well, I really enjoyed your site.