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Monday, Oct. 2, 2006 at 12:53 pm

Secret Ingredient for a More Persuasive Website

By Anthony Garcia
October 2nd, 2006

While this secret ingredient is not a requirement for a good website, it certainly doesn’t hurt. We are always on the lookout for it when we consider taking on a new client. This ingredient brings focus, energy and authenticity to marketing efforts and customer communications. It is infectious. Sometimes it is subtle, other times it is in your face. Most visitors can sense its presence, but few can articulate what they are sensing.

This ingredient cannot be bought.  It cannot be manufactured or manipulated. Either you have it, or you don’t.

The only thing worse than not having it at all is having it and hiding it from view of your customers.

Can you tell me what the secret  ingredient is? Here is a hint. One of these two sites has the secret ingredient, and one doesn’t.

Site one
Site two

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Comments (4)

  1. Site One has a clear action point. Site two is confusing. That’s all.

  2. While that is a clear difference between the two sites, it is not the ingredient I was referring to.

  3. I know, I know! A product worth buying! #2 has it, #1 doesn’t!!

  4. Jeff Brooks is actually demonstrating the secret ingredient in his response. The secret ingredient I was referring to is PASSION. Ubuntu Linux is driven by a passion that brings a level of focus to the web site. It is easy to get answers to obvious questions like: “What is it?’ “Why should I care?”

    The Vista site is slick and well executed, but it clearly lacks any sort of emotional connection. While presence of passion is not an indication of business or online success, it sure makes life and website more interesting, and, in theory, more persuasive. But more on that in another post.

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