What does the average online consumer know about your business?
Let's operate on the assumption they know nothing about your business other than the fact it showed up in an online search for something they were looking for. Curiosity led them to your site - what will keep them there?
If that consumer stops on your home page what will they find that will compel them to offer you more than a few seconds of their time?
What will consumers find on your home page that will engage their senses enough to take a crucial second step in trust (they will need to take many such steps)?
If you're not sure you might need to evaluate your home page very carefully. Does it rely on attractive design alone or does it offer something more substantial.
You may be surprised to know that while consumers like a beautifully designed website they are the first to recognize that this exterior is only window dressing for something more - or less. It will always remain content that will help consumers view your site as either worthy on a second or subsequent trust step or a quick click on the back button.
Delivery is Key
You will need to take the same principle used in making genuine maple syrup to your approach to website development. It should be reduced until only the best 'stuff' is available. Maple sap by itself isn't all that appetizing, but under the guidance of a syrup maker the flavor becomes something of a treasure for many. This is the idea of quality content for your site visitor.
They might bite the bullet
By providing your content in chunks of information with headlines and bullet points you may be surprised to find that consumers may stick around a lot longer. They may be drawn in by the ability to scan interesting headings and bullet points. When they find something they like they will linger looking for more details. It may not end in an immediate sale, but it does provide some quality impression marketing.
Get to the point
If you offer something specific don't make your visitor guess what you offer while they wade through information that may actually be secondary to your actual purpose. Make the first things your first priority.
Make everything uniform
Your site should be easy to navigate and consumers should be able to access every area of your site within two clicks. This could be through a site map or from your main menu. Don't expect site visitors to be happy in a virtual labyrinth of pages that seem to stand alone and lead nowhere but deeper into your website without a simple way to get back.
Make sure that whatever your site theme and objective is matched in the tone of your presentation and in the text you provide on each page.
Contact
The consumer should find a FAQ section that can help answer questions, but they should also find a comprehensive way to contact you - and that link should be easily found on all pages. It's hard to trust a company that only extends a contact link once a sale has been made.
These are just a few site enhancement ideas that can help you engage your potential customers in a way that is both meaningful and potentially profitable.