Is your website offering a wet and limp handshake?

Don't make the mistake of creating a website that is purely designed to lead people through a preconceived process. Having a process is essential, but not before your customers have 'buy-in'. To extract customer information before there is an established relationships or some form of emotive connection is only going to put people off. Sure, the internet is vast source of information and contains unlimited realms off opportunity. But don't abuse it simply because can or just because others are - you're better than that!

I visited the site of a person who recently followed me on Twitter. This guy had a cool picture and fun Bio on his profile. Curious to learn more, I clicked from Twitter through to his site. When I arrived at the website, I found one long page with multiple 'sign-up here' boxes designed to give away free information and capture my details. I guess, in the hope my curiosity would eventually get the better of me and result in some form of transaction downstream.

As a consequence of this person's blatant online sales approach, he lost all credibility with me. I went to this website eager to find out more about this person and his credentials. I wanted to read about his story and what type of work he did and whom he served as clients. Instead, I felt the distinct and uneasy sensation of being sold something that I didn't need nor want. My curiosity to learn more about this person was replaced with an uncomfortable feeling of being led down a garden path.

Your website should be a warm, fun place people can go to learn more about you, the real you. The site should reflect your core values and ideology and purpose and contain a compelling reason for your customers to contact you in some way. Not a series of submit boxes strategically positioned by a user experience 'expert' whose only purpose is to convert web hits into email addresses - so you can start an onslaught of meaningless tips and reasons others should buy from you.

A website used in the right ways is a powerful marketing, promotions, and sales tool. Used in the wrong ways a website becomes, much like a wet and limp handshake - a deal breaker. Make sure the first impression your website makes, like your salespeople, is interesting and sets a positive tone for a long and lasting relationship.