The single most important element of your website is the "most wanted response". The term "most wanted response" or MWR was coined by e-commerce guru Ken McEvoy. It refers to the one action you most want website visitors to do.

Examples of MWRs include customers ordering a product, subscribing to an e-newsletter, calling you or filling out an enquiry form.

Set Your MWR

Setting your MWR should be the very first task when you plan your website. Just ask yourself, "What is the ONE thing I want my website visitors to do?"

You need to be very clear on this. Once you’ve set your MWR, you design your entire site around encouraging visitors to take that action.

Making Sales Your MWR

For many companies making a direct sale from their website is their MWR. Especially if they’re selling products that are commonly bought online such as computer hardware and software, travel and accommodation, clothing and accessories or information products.

However, some products and services are not suitable for sale on the web e.g. consulting or custom-built industrial machinery. Also, not every visitor may be ready to buy right now - but might be convinced to buy later.

In these cases you’re better off trying to get a lead rather than a sale. Qualified Leads as Your MWR

Encourage visitors to register their contact details in exchange for a valuable freebie such as a report, newsletter or trial. Once you have prospects’ email addresses, you can follow them up to maximise sales conversions.

Almost every industry can use this approach with great results.