How to build a website
How to build a website
By
Seth Godin
SUMMARY
This guide to building a website. It asks why build a website and explores buying traffic, tone of voice, search engine optimization using cookies to differentiate new customers from returning customers and changing content,
Big Picture: What a Web Site Does
Big Picture #1:
A Web site must do at least one of two things, but probably both:
- Turn a stranger into a friend, and a friend into a customer.
- Talk in a tone of voice that persuades people to believe the story you’re telling.
Big Picture #2:
A Web site can cause only four things to happen in the moments after someone sees it:
- She clicks and goes somewhere else you want her to go.
- She clicks and gives you permission to follow up by email or phone.
- She clicks and buys something.
- She tells a friend, either by clicking or by blogging or phoning or talking.
That’s it.
If your site is attempting to do more than this, you’re wasting time and money and, more important, focus.
Resource type: Guide/tools | Published: 2013
