GodinSeth-KnockKnock-IncompliteGuideToBuildingAWebsiteThatWorks.pdf

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KNOCK

KNOCK

Seth Godin’s

Incomplete Guide

to Building

a Web Site that Works

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©2005, Do You Zoom, Inc.

This ebook is protected under the Creative Commons license. No commercial use,

no changes. Feel free to share it, post it, print it, or copy it.

This ebook is available for free by visiting

http://www.sethgodin.com . Click on my head to find my blog. If you bought it, you paid too much.

In return, I’d consider it a mutual favor if you’d click here:

http://feeds.feedburner.com/typepad/sethsmainblog

and subscribe to the RSS feed of my blog. You get the latest on my doings, and I get to find you when

I’ve got something neat to share. Like my new ebooks or the latest on my new secret project...

Note:

To read the document the easiest way, hit control L or choose

WINDOW-->FULL SCREEN VIEW or

VIEW --> FULL SCREEN. or just CLICK HERE.

Then you can advance with the arrow keys.

To return to your computer, hit ESC.

CLICK TO

DONATE

Thanks for reading.

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[advertisement]

HOW

do you tell a story that people want to hear?

I try to answer this question in All Marketers Are Liars.

Click here to find the blog and the book.

KNOCK

KNOCK

click on the logo for goodies on the web...

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Big Picture: What a Web Site Does

Big Picture #1:

A Web site must do at least one of two things, but probably both:

• Turn a stranger into a friend, and a friend into a customer.

• Talk in a tone of voice that persuades people to believe the story you’re telling.

Big Picture #2:

A Web site can cause only four things to happen in the moments after someone sees it:

• She clicks and goes somewhere else you want her to go.

• She clicks and gives you permission to follow up by email or phone.

• She clicks and buys something.

• She tells a friend, either by clicking or by blogging or phoning or talking.

That’s it.

If your site is attempting to do more than this, you’re wasting time and money and,

more important, focus.

In this guide, we’ll start with Big Picture #1, because it’s first.

KNOCK

KNOCK

click on the logo for goodies on the web...

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Why Bother?

Guy goes on a sales call. After a while, the purchasing agent says, “Are you trying to sell

me something?”

The salesman hesitates, then stammers, “Well, no, of course not… I’m just trying to

talk with you….”

Understandably, the purchasing agent is incensed. “If you’re not here to sell me something,

get out and stop wasting my time.”

Sometimes it’s hard to embrace the fact that, yes, you are trying to sell something. It

might be a product or a service or just an idea. You might be trying to raise money for

your university or help a battered woman find the nearest shelter. But you are trying

to do something with your Web site. If you’re not, get out.

So what are you trying to do? Have you got real clarity among the people on your team?

A Web page isn’t a place the way Starbucks is a place. A Web page is a step in a process.

The steps on the stoop in front of your house understand (if steps understand anything)

that they exist in order to get you up or down. If you asked the architect what any

particular step is for, she wouldn’t hesitate. The answer is obvious. T he purpose of this

step is to get you to the next step. That’s it.

KNOCK

KNOCK

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