Five Questions To Answer To Build A Great Website

By: Darcy Juarez on: July 6th, 2013 11 Comments

On Monday, I participated in Dan Kennedy’s live training event in which he revealed the foundational principals of Internet Marketing that never change.

During Dan’s presentation, I noticed an ongoing theme. Each time he revealed a strategy or answered a question such as …

When do you charge, not charge, for lead generation magnets? Or how do you know if your response is good or bad? Or should you use a video sales letter or long copy sales letter?

Dan frequently began with the words… “It depends” followed by Dan laying out every scenario and then telling what you should do in each situation.

All too often people put up a website, add a page or throw up a landing page without giving the process enough thought. As if trapped in an isolation chamber, they give copy to their web designer or tech person and ask them to put up a page offering little or no direction, leaving it up to the designer to decide how to lay out the page, what pictures to include, what pages to link to etc.

Without giving thought about what is going to be added down the road or what their website should accomplish, they use a “one-size fits all” approach or create pages in seclusion without regard as to how one page should relate to the others or how it fits into an overall “big  picture plan.”

While this is the easiest way to work, Dan says, it’s probably “the worst thing you can do.”

On your website, slapping things together has concealed costs, causes you to lose customers and can result in an expensive media that isn’t bringing you any money.

To give you a clearer picture, I want you to think about your website like a house being built.

When you build a house, one guy shows up and is in charge of clearing the lot. A different guy pours the foundation. Another one frames the house. Yet a different guy hangs the drywall and so on. These workers just show up where they are told and do the job specified. They don’t know what the finished house will look like, nor is it important to them.

But the architect knows. When designing it, he thinks about the neighborhood the house is in, the income level of the people who will buy the house, the amenities they will be looking for, the environment the house will be in and so on. In other words he considers who his audience is and the factors that are important to them.

For example, a larger house in the south might have two air handlers for comfort and a house in the Midwest might have a basement to create a place for shelter in case of a tornado.

Your web designer, tech guy, even most copywriters are like the workers. They are focused on the job they were hired to do and not the overall design and purpose.

Therefore, you must be the architect of your website. When designing your website, you need to know who your audience is, what the purpose of your site is and the best way to get the traffic visiting your site to take the action you want. Plus each and every page needs to have a purpose and needs to work together with your other pages for a great visitor experience.

Like an architect, you need to know things like:

  • Should your website be a soft capture site, hard capture site, or should it have exit pop-ups?
  • Should it be a direct sale or presentation site?
  • Are you satisfying the three critical objectives that apply to every site?
  • How will you integrate your website with your other marketing media?
  • Which of the three formulas for lead generation should you use?

Careful and measured thought must be put into the overall plan. There is no template you can plug into to make your website generate the most income for you. By simply shifting your mindset to that of an architect, you will be able to understand the big picture better.  And, in turn, help your visitors achieve what they want when they visit your site…which means bigger and more profits for you.

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    Darcy Juarez has created marketing systems in the direct response and information marketing world that have gained national attention. As the Director of Marketing for GKIC , Darcy has taught thousands of business owners her step-by-step strategies for creating their own success and obtaining more time and more profits. For more money-making marketing tips, tactics and strategies, go to

    11 Responses

    1. Sab says:

      Great post – makes me want to know more and more!!! Thanks for that.

    2. jim devine says:

      I would like to set up a call with u to become our client I fully endorse what u do and can gtatly benefit from ur services

    3. Nathan says:

      I was wondering if the new products called Internet marketing Truth’s is
      covered by your usual 12 month guarantee? I was not on the LiveChat so
      was just curious as there is no complete sales page and l will by buying
      this blind at the moment but as Dan;s products are always first class, l can
      only assume the same will be of this new product.

    4. Mike Martel says:

      I love the concept of the architect. If you aren’t following a blueprint how will you know when you are finished? Way too many beginners continue to tweak, fiddle and modify their website(s) never get around to the sales process.

      Thanks for the reminder!

    5. Riza says:

      I don’t know if there’s a one-size fits all kind of strategy in the online business world. With how long I’ve been observing things, I’m guessing that there isn’t and that if anyone thinks there is, I’ll probably conclude, it’s a newbie.

      I agree with Dan that it might be the easiest, but definitely not the best road to take. By doing so, you show how lazy you are and how little you want to put in terms of effort, may that be of energy, time, and money.

      In building a website, you either give it your all, or not do it at all. You can’t make it if your halfhearted about it.

      Nice article, Darcy.

      Riza, contributor

    6. The big picture for my website is what i should have drawn on paper first,just like an architect,instead of groping around with different pages thank you for the heads up
      and yes i am back to the drawing board to make all of my pages interactive with each other and with my prospects.

    7. Matt K says:

      Great Post Darcy.

      I like the analogy to building a house. To build a good website you need to map it out almost like a good set of blueprints!

    8. Rick Ciampa says:

      Great analogy, Darcy.

      Beyond how the pages and architecture of your site effect behavior and profits, is how your online efforts fold in with your offline marketing. So many now believe that a website is the end-all for their business, that they’re leaving much of their money on the table by not following through with the other components of a good marketing strategy. I recall Dan commenting many times that “if it’s profitable, keep doing it!” Multiple streams of prospects and profits are always the right choice.


    9. I found you’re blog via Google and I have to say. A Enormous Thank you so much, I believed that your post was very informative I’ll revisit to see what further great information I can recieve here.

    10. Thanks for the great post. And in case you’re interested any web design related questions can be answered at and they give out free advice.

    11. […] and make sure every element on your website is working together for the end result you want. (I discuss this in detail here.)   4.  Make every word count. There is a myth that a website has unlimited real estate. However, […]

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