Photo: bull3t

What people see when they first visit your site can make a big difference in the number of sales you get. When someone comes to your site, your goal is to get them to do something (download an article, sign up for a newsletter, or just find out more about you.

Here are some tips on how to improve your site, and make it easier for your prospects to do what you want.

Skip the introductory flash/enter page. Send people straight to the information they’re looking for.

Avoid script fonts. They’re hard to read on a computer screen, and tend to blur slightly (even on a large screen).

Center your images. I just looked at a site with photo on top that wasn’t centered properly. There was a line down the middle of the image and part of it repeated towards the right side of the page.

Be clear and simple. Make sure your pages load quickly. Don’t use lots of large graphics. Use a thumbnail image and add a click-through to a larger one if necessary (so buyers can get a better look at something). Clearly mark your links (underlined or a different color).

Contrast is important (especially online). Don’t use too much of a single color.

People buy from people. If you’re selling a membership, or access to an expert, put his or her photo on the site.

Paint mental pictures. If you sell a product, add descriptions that bring them to life. The reader should be able to imagine the result as well as see it: “Each design is individually hand-crafted in a process that takes 15 days to complete. Using tools no larger than a pin, the artist carefully joins together 20 pieces to create his sculpture.”

Be specific. Don’t say, you’ll save hundreds of dollars, or free extra reports worth thousands. Use an exact number instead; such as “save $155” or “free reports valued at $1,245.”