THE SIMPLE TRUTH ABOUT WEB SITES Make Yours Light and “Easy to Swallow” And Eat Well Later!

By Peter Bowerman

A Web site. Not a complicated concept, but many writers want to make it just that. They agonize over the “right” way to do one, think it has to be a long involved process and get all tied up in knots trying to create a masterpiece. Here are a few Dos and Don’ts that will ensure you end up with a good site – one that dramatically simplifies your marketing process and allows you to reach a lot more people in a lot less time – while preserving your sanity along the way and NOT turning it into a full-time job! 

KEEP IT SIMPLE

Two truths. Ponder them separately and together. #1: No one will ever care about your site as much as you do. #2: You’re not creating a site for you but for other people. Remember “audience.” People don’t care how fancy your site is or how many bells and whistles it has. They’re there to gather information, and to do it quickly. So, make it easy for them to get in and out and to find what they need.

REMEMBER THE POINT

You know why they’re there, right? Simple. To see how well you write. Period. And that means writing samples. At least 6-10 samples (and plenty more is fine) better be on your site or there’s no point in having one. Your samples are The Center Ring. The other links are just sideshows.

THE SUPPORTING CAST

And what are these “sideshow” links? Client list. Services offered. Terms/How you operate. Contact info. That’s all you need for starters. But remember, they’re still sideshows. Yes, they’re important in building your case and filling in the blanks in a prospect’s mind, but, minus samples, they won’t get you very far.

Over time, as you collect them, you should add a “Testimonials” link (something I’m only now starting to do – shame on me; do as I say, not as I do) and of course, more samples. Some people start ezines for their client base, which are then archived on yet another link on their site. But the basics are what get the job done.

(DON’T) SHOW THEM THE MONEY

I’ve gotten plenty of emails from writers asking if they should include a rate sheet on their site. Not necessary AND not a good idea. For starters, clients don’t expect to see one because they know that there’s no such thing as a “typical” project. And if you try to create a sheet that captures a range of possible fees in a particular category, it would have to be so broad as to be virtually meaningless. More importantly, according to the “Low Figure Law Of Nature” I discuss in my first book, in the absence of more information, a client will just assume that you can do their brochure, for instance, for the low end of the range regardless of the specs. And that spells problems when the truth comes out. So leave it out.

UNDERSTAND THE GOAL

And that hints at another point. A web site’s job is limited. Just like the brochure, ad or direct mail piece you may write for a client, the goal is not to make the final sale through those pieces or through your web site. The goal is to have them take the next step and ask for more information. You don’t need to – and shouldn’t – tell your prospects everything on your site. Tell them enough to have them want to know more and then make it VERY easy to take that next step.  

DO-IT-YOURSELF?

If you have the time, inclination and technical savvy to create your own site, go for it. Check out sites like www.godaddy.com, www.quickbizsites.com, or www.homestead.com for low-cost DIY site building for the low-tech amongst us. If that’s not your bag, find a good web designer (my choice). There are a zillion of them out there these days. The important thing is getting the darn thing done. Check out my site for ideas (www.writeinc.biz). Not the last word in sites, but I really liked how my web guy constructed my online portfolio.

Bottom line, yes, a web site should be attractive and engaging, but when it’s all said and done, it’s simply a tool, not your magnum opus. Remember whom it’s for and why they’re there, and design it with those two truths in mind. Good luck. 

Copyright 2005 Peter Bowerman. All rights reserved.

Peter Bowerman is the author of The Well-Fed Writer (2000), an award-winning Book-of-the-Month Club selection, and its companion volume, The Well-Fed Writer: Back For Seconds. A commercial freelancer, business coach and seminar leader in Atlanta, Georgia, his client list includes Coca-Cola, BellSouth, IBM, UPS, Cingular Wireless, American Express, Mercedes-Benz, Junior Achievement and others. Visit www.wellfedwriter.comfor more info and to subscribe to his critically acclaimed free monthly ezine on commercial writing, THE WELL-FED E-PUB.