I was recently asked to offer some Web advice for a relative who runs a company that makes the "trees of life" and other products that organizations use as fundraising recognition tools. He's about to embark on a redesign of his site, http://www.bddonorrec.com, and wanted to understand how to improve his conversions -- he has people trickling onto the site, but extremely low numbers who actually contact him.
I told him to keep three things in mind:
- You want to put yourself where your target audience is, online
- You want to describe your offerings in terms your audience uses
- You want to create words and images that will resonate with the people who arrive at your site.