Two Rules For Maximum Web Site ProfitsBy Sean R Mize

In traditional web design, your website benefits to some extent from the amount of links you offer--viewers have more of an incentive to visit your site. (This is the logic behind the successful "portal" websites that sometimes offer little beyond a very good and well-organized collection of links.) In direct response web design, your website is actually harmed by offering viewers external links, or any distractions from buying the product.
Therefore, the first basic rule of direct response web design is this: no external links. Once your customers get to your website, they should only leave once they've bought your product (or decided that it isn't for them.)
Basic Rule #2: Small User Base, High Conversion Rate
Traditional web design's aim is to attract and retain a consistent user base. If a traditional website's hit count is high, the website is more attractive to potential advertisers, allowing the website to make money. But that high hit count carries with it a cost: bandwidth fees. (Think of bandwidth fees as your electronic "rent.") The more users go to a website, the more data your web server is responsible for sending and receiving--which means a higher basic operating cost.
In direct response web design, you also need a high hit count--initially. What you don't want is a high hit count that keeps coming back for more without ever buying a product (unless you want your viewers to constantly return to your site in order to check for new products and offers--for some specific notes on what to do if this is your business model, see the next chapter.)
In order to accomplish this, make your website as simple as possible. Give your viewers some basic facts about the product, some information about how this product stands up against its competitors, a few positive testimonials or a photo or two, and then an ordering procedure. That way your viewers can read your information, think about whether they want to buy the product or not, and then either buy it or leave--keeping your bandwidth costs down by keeping out people who won't be of value to your product sales.
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