Why Steve Urkel and Paris Hilton Make Lousy Role Models for Your Website (and Why George Clooney Rul

If you want prospective clients to pick up the phone after visiting you online, then you can’t afford to have what I call a “Paris Hilton” site.

You know, a site that looks flashy but communicates badly.  

How often have you been to sites that are all glitz and no substance?  They may start with a fancy flash page and you’re expected to sit there patiently while the images take forever to load.  Or they’re stunningly beautiful in design, but you can’t figure out where the navigation bar is because it’s cleverly hidden in the tumbling waterfall graphic.

By the same token, potential clients are not enticed by a site that drones on and on, giving the visitor waaaay too many details about things they’re not really interested in – like where you went to high school or your various business titles.  (This, of course, is the Steve Urkel site.) 

I’m not saying your life isn’t fascinating and that some personal information isn’t a good thing, but a little bit goes a long way in this case.

We, the people, are not a patient breed when surfing the Web.

So, if Paris and Urkel are out, who’s in? 

Allow me to introduce (drum roll, please) -George Clooney.

My man George personifies the winning characteristics of a website (and a husband, as far as I’m concerned) – good looking, charming AND intelligent!

Like George, a successful site will demonstrate these 5 traits:

1) Draws attention with its style and flair -

The man looks good in tails or a T-shirt because he always projects a strong sense of himself.  Images, colors and layout as well as your personal “brand” all play a part in creating this impression with your website.  (The theme here is “uncluttered.”)

2) Puts people at ease by being friendly and confident -

George isn’t namby-pamby nor is he overbearing- from all accounts he’s very “guy next door” (if the guy next door happens to be a famous millionaire). 

On your site, this comes from using an authentic, natural tone to your content as well as paying attention to formatting so it’s easy to navigate and read.

3) Is at least as interested in the visitor as in himself -

In a recent article I read, the author was astounded when George accepted his off the cuff invitation to have dinner at his house and reported that the evening ended with George up in his attic looking at a roof leak. 

In the same manner, your site will play best if it focuses on your visitor’s perspective and needs rather than your own.

4) Has a sense of humor about it all -

The George is a notorious joker, and while you don’t need to be a full-on comedian, a light touch with your website is much more inviting than a serious, dry approach.

5) Shares generously -

Besides his jokes, my future fiancé is known for being a loyal and very giving friend.

Your web visitors are there looking to solve a problem they’re having.  Be generous with your solutions; rather than taking advantage of you, they’ll be pleased and likely to come back for more.

Effective marketing doesn’t happen by accident.  To make the most of your online presence, you’ve got to put a little thought into it.  But I promise the payoff is well worth the effort.