I'm here at your web site. Now what do you want me to do?

Left to my own devices, I'll click around aimlessly. Maybe I'll read your articles and tips. Maybe I'll take a look at your About page to find out who you are. Then, in about three minutes when I become bored, I'll hit the Search button on my browser and off I'll go.

Is that what you wanted me to do?

If you're in business, you were probably hoping that I would do something that fosters your business interests. If you are selling low-cost items that people purchase on impulse, perhaps you wanted me to buy something. If you are selling higher priced items or services that people usually research before buying, perhaps you wanted me to email you for more information. Perhaps you were hoping that I would sign up for your newsletter or fill out a form. If you are selling memberships in a club or service, maybe you wanted me to join your club and become a member.

It's not likely I'll do any of those things unless you guide me along.

Your first step is to decide for yourself what it is that you most want me to do. Dr. Ken Evoy, of Make Your Site Sell fame, calls this your Most Wanted Response (MWR).

So you decide. Let's say that you want me to apply for membership in your club or service. You are also selling products on your web site, and you are encouraging people to sign up to your email newsletter. But above all else, you want me to sign up for membership.

Now if I came to your site for the express purpose of taking out a membership, I will probably do just that. You will have to do something awful to make me change my mind at that point.

But if I am a tire kicker, or curious but not committed, or shopping around for the best deals, you will have to influence me.

Here's how it works. As soon as I click through to your site, impress me with a headline and some copy that will clearly show me that you are offering memberships and that I will realize benefits by joining. Make it plain that membership will remove pain or produce gain. (You do know the difference between features and benefits, don't you?)

Now, take me, step- by -step, through every possible advantage that I will receive by joining. Show me some testimonials from satisfied members. Work a couple of these into your copy. Sure, it's fine to have a special testimonials page, but including brief testimonials in your regular copy is more effective and more likely to be read. And of course, they will be genuine and not contrived, right?

Every few paragraphs, include a direct link to your Membership Form. After all, once I'm ready to join, don't let me lose the impulse by leading me through more information than I want at that point.

When you've made all of your points, close the sale. Ask me to join. You can do this subtly by "transferring ownership." For example, you can begin referring to "my membership" instead of "a membership." You could say, "Click here to activate your membership," for example.

Sure, you can have links to your "Less Wanted Responses." Let's say your "Less Wanted Responses" include buying a product or signing up to your newsletter. Put those links off to the side where they are visible, but don't give them the same weight or same importance and your MWR -- taking out a membership.

Design your site this way, and you are certain to see a generous increase in your MWR. Publishing an ezine or newsletter? The same thing applies. Decide on your MWR and guide your subscribers to it.