Over the years I have been involved in hundreds of development and design projects and I’ve received the same number of questions from a wide range of clients. Some know what they want, some think they know what they want, and others are clueless (outside of knowing they need a website.)

Note: If you are a digital marketer or website designer this article won’t apply to you, unless you want the website 101 catch up talk, or if you want a simple way to explain to clients and individuals the fundamentals of a website.

So, you don’t have a website… or maybe you have one but it’s not doing much for you… or maybe you want a website and know you need one. I could write all about the different types of websites, or the best website design tips to help be successful, but that’s not this article. We are going to focus on what a website does, its goals, and something I call; Snap. Crackle. Pop. It’s an easy way to explain the fundamentals of a websites success.

First: Let’s ask the most important question that you need to answer. Why do you need a website? And what is the goal of your website? At first glance, it seems straight forward, but a true answer is more specific. Let’s look at some good examples to help you.

1. Bob’s Landscaping Company: I need a website because I want to generate more accounts (customers).
2.  Sally’s Salon: I want a website to (1) showcase my work to current clients for reference and (2) generate more clients.
3. Franks Electronics: I need a website to have more people call us requesting to service their electronic equipment.
4. CLNS Media: I want to maximize visitors to read our sports coverage so we can sell advertising on our website.

With these examples, it should be pretty easy to identify what your particular goal is. So, let’s keep this in mind and then look at Snap. Crackle. Pop.

A website has different uses, but one of the best ways to look at a website is to consider it as a 24/7 billboard with advertising that should be focusing on your particular goal. However, a website, no matter how well designed, needs to focus on three things in order to meet its goals.

Note: You need a balance of the snap, crackle and pop. Without the crackle, you don’t have enough visitors. Without the snap, you don’t have a place to send them that focuses on who you are. Without the pop you can’t convert them.

1. SNAP

This is the process of launching a well designed and goal oriented website that focuses on visual appeal. A good website design company focuses on taking the lead to accomplish the goals, look and feel, and needs of the company. Many organizations “think” they know what makes sense and fail to focus on the goal. The snap is focusing on proper layout, design, the right pages, and proper development (what you can’t see – the code behind the scenes.)

2. CRACKLE

The crackle is about getting visitors to the website. This is the biggest difference between a billboard and a website. Before you place a billboard ad you make sure that it is visible and snaps (has a good design.) The process of getting visitors to the website is not as easy as making sure it is in a high traffic area. The process of online marketing, which includes a wide range of efforts to generate traffic, is the focus on the Crackle. It’s worth noting that professional digital marketing companies offer these services. Don’t look at working with a company as an expense, the right company is an investment. Spend one dollar to make multiple.

The process of generating visitors to a website is the most challenging part of the process. There are many ways to get visitors there organically (through content and social media). There are also many paid ways to generate visitors (through paid advertising). The crackle isn’t about any visitors, it is targeted visitors that are interested, or are potentially interested. If you are a landscaping company, for example, you want someone who is looking for a landscaper. If you own a salon you want a female (your typical target audience) that is looking for a service you provide.

3. POP:

The pop is where your professionally laid out and designed website takes the targeted audience and converts the visitor into taking an action. This is the most important measurement on a website. Of the visitors you receive; how many of them perform the action that you desire?

The term here that you want to drill in your head is conversion rate (the pop.) A websites success is typically measured by the pop. It is the ability to properly put the correct information in the correct place all with the right language, the right colors, and the right picture/message to get them to perform an action.

Actions are typically filling out a form, emailing, calling, or even making a purchase. It’s an action that you desire. Many businesses fail to optimize (improve) their conversion rate and effectively measure and improve their crackle.

In short: 

Snap: The well-designed website that focuses not just on looking nice, but having the basic functionality. This is the brand and this is providing the right information.

Crackle: This is all about getting visitors to the website. The process of performing a wide range of marketing and digital marketing tactics to get targeted visitors to the website.

Pop: This is the conversion. The process of taking the visitors (the Crackle,) getting them to the Snap (well-designed website,) and getting them to Pop (convert to a lead.)

Tips for you:

• Identify where you need the most help. Determine if it is the snap, crackle, or pop and then focus on improving in that order.
• Knowledge is power. Using a program like Google Analytics to track your website visitors, where they come from, how long they stay, the actions they perform will begin to help you if you aren’t tracking yet. Google Analytics is free but it will need to be implemented.
• Follow me on Facebook for business tips, tricks, and advice.