The single most important element of your website is the “most wanted response”.
The term “most wanted response” or MWR was coined by e-commerce guru Ken Evoy. It refers to the one action you most want website visitors to do. Examples of MWRs include order a product, subscribe to an e-newsletter, call you to arrange a consultation, fill out a form, or send you an email.
Determining your MWR should be the very first task when you plan your website. Just ask yourself, “What is the ONE thing I want my website visitors to do?” You need to be very clear on this. Once you’ve set your MWR you should design your entire site around encouraging visitors to take that one action.
For some companies making a direct sale from their website is their MWR. Especially if they’re selling products that are commonly bought online such as computer hardware and software, travel and accommodation, clothing and accessories or information products.
However, most businesses don’t want to make sales online. The goal of most business websites is to generate customer enquiries and/or qualified leads that the sales team can follow up. If this is the case a sensible MWR is to get visitors to register their email addresses.
Ideally you’d love people to pick up the phone after they’re viewed your website. But most buyers use the web when they’re in research mode. Usually they’re not ready to pick up the phone yet. But they’re often willing to exchange their email address for some useful information.
So you should encourage visitors to register their contact details in exchange for a valuable freebie such as a report, newsletter or trial. Once you have prospects’ email addresses, you can follow them up to maximise sales conversions.
A well thought out MWR is the NUMBER ONE tactic for creating a profitable website.
About the author: Charles Cuninghame is an expert freelance copywriter and marketing trouble shooter who helps business owners and marketing managers attract more clients.
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