From the Notebook

If I have issues with my Karmann Ghia, I have a crew of rugged, grease-under-the-fingernails type mechanics I can trust with my baby. These guys know their engines, and they know how to fine tune my prized possession.

But I was pleased to discover these guys basically know the foundation of solid web development, too. Stick with me here, and I’ll take you under the hood of a fundamentally strong website.

Now, few mechanics know website programming languages. And you know by those oil-stained overalls that a clean presentation isn’t their bag. But talk to any seasoned mechanic, and you can learn a few things.

The pros always know what their customer really needs

When my brakes are shaking my ride, the last thing I care about are the add-ons and up-sells my mechanic has to offer. Let’s skip the bull and cut to the chase. The pros that I trust focus on their customer, and what that customer really needs. Of course, you can’t know the exact situation of every website visitor, but with every website I design I can see things the visitor really wants and things my client wishes the customer would want. Get a gauge for what your visitors really need and put yourself in the back seat for a bit.

The best mechanics will give you the broad strokes up front, and be ready with answers when needed

I know my mechanic has a wealth of knowledge about my car’s situation. Maybe my timing belt needs changed in four thousand miles, and my tires may be wearing thin. But neither of us have the time to cover everything up front. Too many of my clients give their website visitors a 110-point presentation on their homepage. It’s time to sort things out a bit. What’s are the one or two things that most of your visitors could most benefit from when they arrive on your homepage? Focus on delivering those things well, and provide plenty of nuts and bolts information deeper within your navigation.

The best mechanics talk in terms anyone would know

I consider myself well educated about cars. But if I’ve mastered this subject, my mechanic is a PhD speaking in a level I’ll never know. I never have to sweat it, because my guys always break it down in terms I know. Remember, you work in your industry every day, and your website visitors just drop by once in a while. Talk in their language, and you’ll make a stronger connection. It’s a small but powerful difference.

Now I realize it’s not typically a good idea to take business consulting from anyone with bikini calendars hanging in their shop. But even gearheads know that stop-and-go visitors are bad for your website. Take a few tips from these pros, and tune your website for peak performance.