A Definite Chief Aim >> Napoleon Hill says “the main cause of failure is having no definitive chief aim in life — or failure to set clear and attainable goals and plans to accomplish these goals” – The main lesson is having a definite objective toward which to strive and never to drift aimlessly. Having this definite chief aim will affect the subconscious mind, thus leading toward the attainment of the objective. Napoleon Hill also emphasises the importance of writing down your definite chief aim and goals to achieve it in a clear, concise way.
Now apply this to your website!
In any situation with too much choices can lead to confusion. Common sense right?
You go into a supermarket and want to buy some cookies, you look at the shelf and have no idea what to go for because there is so much variety.
We might worry about what we might miss (opportunity/cost), shall I try something new, shall I go for what I like?? etc.. and we struggle to make the decisions in the abundance of choice available to us.
You can make your target audience happy by limiting the choices they have on your website and the pages they go to. Let each page have a chief definite aim / purpose/choice/goal which tells them exactly where to go next and let them know its the best choice.
We recently redesigned a website and made each page have its own purpose. The product page only had products on it, the event pages only had events on it, the blog page had all the bells and whistles you would expect to have on it. The response we got and the client has been getting is phenomenal, nothing but praise and results.
Why? > Because we limited the choice and provided “a definite chief aim”. We live in times where there is an overload of information. We made the pages simple and the message clear and people know what to expect from the pages and realise the purpose. We kept it simple and concise.
If each page on your website has one primary goal then you will be much more effective at engaging your audience.
Take Google for example > Ultra clear message and purpose, “search here” and the results page call you to click on the results which give you the best answer. Google does have other options , but not to many and they are hidden away but are there if you need them. Plain and simple.
So what can you do? or should do for your web pages?
Each page should have one primary goal. This is how your mindset should be, keep it simple and have a definite chief aim. These could include:
- Contact you
- Buy a product
- Build Trust & Loyalty
- Join your Fan Page
- Email Opt-In
- Social Shares
- Other bloggers/Journalists/Sites to link to it (backlinks)
- Recommendations to friends
- Pre-qualified clicks on affiliate/promotional links
- Product purchase
However don’t think that it only has to have one primary goal, it can have a second goal as well, but it’s suggested you keep this to minimum and in some cases not having them at all for when you setup pages with paid traffic or an opt in page only for example.
The secondary goal of a page should not distract them from the main goal. They are only there as a option after they complete the main goal or if they don’t complete the main goal.
Too much choice leads to less interaction. Keep it simple and only show the information that invokes a call to action that you require the visitor to take. Simple pages and good navigation will do wonders for your site making sure each page has a purpose.
Have A Definite Chief Aim ==>The webpage goal = Increase conversion
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