I’ve helped dozens of authors and non-profit organizations improve their website with dramatic success (check out my portfolio of WildFire Websites). One of the key changes I always suggest is adding a dedicated “free resources” page. That’s because my experience with clients has shown that a free resources page is the second most popular page for readers who visit an author website. Why? People want the chance to test-drive your message. For instance, you wouldn’t buy a car without taking it for a test drive. Likewise, use your website to let people test and get familiar with your message. If they like what they experience, they’re more likely to purchase, return regularly, and spread word of mouth.
How do you let people test drive your message? Examine your website by putting yourself in the position of a skeptic. Consider if your site would give a cynical person enough helpful information to overcome their resistance and get emotionally excited about your message. I encourage my clients to develop an ever-growing library of articles or blog posts that expand on their expertise. For instance, here’s a list of over 15 ideas to get you started:
Insightful articles, quizzes, assessments, special reports, study guides, sample chapters, past newsletter issues, recommended reading lists, relevant statistics and research, podcasts, video teaching lessons, Top 10 lists, product coupons, jokes and related humor, appendixes, etc.
You can make each of these resources appear as a separate webpage or as a PDF file that visitors can download. If you’re wondering whether I practice what I preach, visit my Free Resources page. You’ll find over 20 articles with marketing tips, instructional videos, archived newsletters, and a helpful resource guide.