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Get your visitors to trust you and begin shopping

It's time to remind you of a concept called the MWR (Most Wanted Response). What do you want your visitors to do on your site before leaving? What is your goal? What is your dream? Is it that you want them to buy something? Download anything? Should they pick up the phone and call you and schedule a meeting?

Whichever goal you may have, you have to build pages on the principle MWR. Nothing much will happen if you don't. If you sell things, you must decide to lead the visitor to some kind of action. The road can go through abundant information, but it's where you want your visitors to go. People visiting your website want this too. We want to find a way to your purchase/action –page - usually this is exactly why we visit a website.

As an avid surfer and buyer of almost everything online, every day I'm equally amazed at how hard many websites are making this process for me. If I don't get all the answers about a product, there is only an info@address to use for asking questions, no phone number to call. Some ask for too much information about me (because engineers love to make ready-made forms) when getting my name and address would be sufficient enough. Other websites make it complicated by hiding the check-outs or force me to use five clicks to find it.
And another important thing – show photos of your staff! I think it's important because it makes people feel much more comfortable and relaxed to order if they can see the people behind the company that is going to take their money. Photos of the staff is as close you can get to having a personal contact with the seller online.

The first secret of creating a need to purchase is to design web pages for your best friends, not for some big anonymous group of consumers ”out there”. The other secret is to understand that there is one (1) person (not a large group of anonymous consumers) visiting you at a time and design the web pages with this in mind.
The third secret is to talk about it coming in on the sides, not about you and how good you
believe that you are.

Design the web pages and think of your MWR - before your competition starts doing it.

About the author

Stefan Ekberg has worked in marketing for small business for 20 years and has written around 30 books on how small business owners can market themselves with limited resources. . In 2012 Stefan was nominated as Entrepreneur of the Year in Stockholm.

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Every week some 230,000 prescribers gets his free newsletter about 5 minute marketing.

"The 5 minute marketer" - the book
You run a small business and you want to get ahead of the competition, but how can you give resources to marketing when you're short on time and the budget is tight? The solution is here! The 5-Minute Marketer is packed with 395 tried-and-tested ways to market your business in 5 minutes or less.