Five Steps to a Web Site That Sells

I'm always amazed that people would spend months to develop their web site, pay thousands of dollars to have it put together and then... they just let it sit in the cyber space without generating any new leads.

Listen, if you hired a sales person for your business and they didn't perform what would you do? You would fire them faster then they could say "but, I tried", wouldn't you? So why do you put up with a web site that doesn't sell?

Right now I can hear you scream "but I don't know what to do!" Let me share with you five simple tweaks you can do today to make your web site give your more bang for your buck.

1. COLLECT CONTACT INFORMATION

Typically, when I meet potential new clients within the first 30 seconds they spontaneously whip out their wallets, hold up their check books and yell out "I want to buy your stuff right now!" Then I usually wake up! In real life it takes multiple contacts to entice someone to give me some of their hard earned dough! But how can you contact them if you don't know who they are?

Use your prime "cyber real estate" (the top part of your web site people see before they even scroll down) to convince your visitors to willingly give you their name and email address. Call your web person right now and tell them to place a "sign-up" form of some sort on your home page. (OK, wait till you finish reading this article ? so you can take care of all the changes with one call.)

2. MAKE YOUR SITE LOAD FASTER

Do you have a lot of flashing buttons, rotating graphics, or worse ? do you still have that "cool" flash intro guarding access to your web site? Hey there is a place for all this stuff on the internet ? but it's not on your web site. Most people will only wait a few seconds for your web site to display on their screen. If it doesn't - they will move on and never come back!

Unless the graphics communicate an important point about your product or service ? get rid of them. And listen ? the nineties are gone ? step into the 21st century and kill your "cool" flash intro.

3. USE EFFECTIVE PAGE TITLES

Are you speaking in riddles? Unless you're trying to compete with Harry Potter open each web page with headlines that entice visitors to take the time to read more.

Here are a couple of examples. Would you rather read "about our services" or how "an ex-baker turned millionaire reveals his marketing secrets"? How about this ? which headline would pick your interest more ? "collateral design" or "does your marketing material communicate your message"?

Don't make people guess what they are about to read ? believe me, they won't take the time. Say it in simple language. Take a look at your web site ? does each page have an effective headline? If not ? fix it.

4. DON'T HIDE THE GOODIES!

The famous WIIFM (what's in it for me) has become such a cliché but it's so true! Recently a Japanese publisher of a man's magazine produced an entire issue using only photographs of attractive women and "blah, blah, blah" as a text for all the titles and articles.

What's the point? Come on, do you think guys buy those magazines for the deep, thought provoking articles? Conversely, do you think your potential clients come to your web site to read your dissertation about "what is coaching" or "our consulting philosophy"?

Your web visitors want to know how they can solve their problems and if you can help them do it. Don't hide this stuff where no one can find it. Highlight the benefits your product or service offers. Make it easy to find your informative articles. Present case studies. Allow them to download simple guides, forms or assessments. Provide links to more resources. Make yourself useful and they will reward you with their business.

5. BUILD CREDIBILITY

We all like to do business with people we know, like and trust. So how do you do make people feel like they know you and can trust you just by visiting your web site? Here are a few things that will give your credibility a boost:

- Use testimonials. When you tout your own horn people question your information. But a positive comment from a past client can instantly build your credibility.

- Display your contact information on every page. Don't hide behind an email address. Tell people where and how to find you. List your address and phone number. People are more likely to do business with you if they know how to find you if something goes wrong.

- Display case studies and articles. They provide useful information and build you up as an authority on the subject.

- Post pictures of you and your key team members. You can post your bio but looking at your picture makes people feel like they actually know you. I can't tell you how many times I run into people whom I've never met before and they feel like they've known me for years ? because they've seen me on my web site.

There is a lot more tweaking that could turn your web site into a marketing magnet. But these five will give you a good start. OK, now you can call your web person!

(c) 2004 Adam M. Urbanski

The Author, Adam Urbanski, a Marketing Mentor, helps Service Professionals and Small Business Owners attract more clients. For more free tutorial articles, hot how-to tips and a FREE 32-page marketing guide go to http://www.themarketingmentors.com

---

The Mighty Marketing Brochure

"Brochure" is French, and it comes from brocher, meaning to... Read More

Simple Marketing Strategies Versus an SEO Line of Attack!

Each and every day those of us on the Internet... Read More

How to Avoid the Line Extension Trap

If you follow the prevailing logic of most modern companies,... Read More

Features and Benefits Brainstorming

This is it what I use BEFORE I begin to... Read More

Did Jesus Get Killed for Practicing Interruption Marketing?

I'm reading Seth Godin's Permission Marketing and he brings up... Read More

10 Beer Budget Event Marketing Tips

Are you planning an event or participating in a trade... Read More

The Surprise Inside!

Think about all those Cracker Jacks you ate as a... Read More

Time for Marketers to Clean Up Their Act!

Some years ago, a prominent Australian hi-tech company... Read More

Marketing Ideas Without Action Will Get You Nowhere!

Marketing Ideas Without Action Get You NowhereYou want to grow... Read More

Features vs. Benefits vs. End Results

If you've been in the copywriting realm for very long... Read More

Budget Marketing: Managing Your Marketing Money Wisely!

There's a saying that half of all marketing efforts are... Read More

Differentiate or Die

Sounds pretty harsh, doesn't it? Well, I can tell you... Read More

Are Keywords Destroying the Flow of Your SEO Copy?

With all the shuffling that's been seen in the search... Read More

How to Use Flyers to Increase Your Business

What benefits will you get from flyers?Flyers are much different... Read More

Unleash the Power of Post Cards

Direct mail marketing is essential for a business to survive.Choosing... Read More

What Does Your Business Card Say About You? - Making A Great First Impression!

Interesting article in USA Today that I read this week... Read More

Generational Marketing

Having run a multi-state franchise company with multiple brands it... Read More

The Top 10 Wild and Wacky Ways to Market Yourself for Big Visibility

In today's competitive world of business, it takes moxie and... Read More

Promotional Freebies

What's a promotional freebie? A promotional freebie is something you... Read More

What to Include in Your Marketing Plan Write-Up

For those new to marketing planning, the thought of completing... Read More

How to Give Your Biz a Boost with a Summer Marketing Makeover

Are you on track for hitting all your business goals... Read More

Joint Venture: 50 Power Secrets Of Joint Venture Marketing, Exposed

What is a Joint Venture?A joint venture is an agreement... Read More

8 Secrets to Marketing Success

The profits of a business are totally dependent on marketing.... Read More

How to Successfully Promote your Business to an International Audience

Breaking into the international marketplace can catapult a company into... Read More

7 Ways a Copywriter Can Help Your Business Succeed

Think you can't afford to hire a copywriter? Think again.... Read More

Database Marketing: Secrets To Skyrocket Your Online Profits Using Database Marketing

What is database marketing?Database Marketing is the gathering and storing... Read More

Twelve Places to Buy a Mailing List

©2004 Jeffrey DobkinThere are two types of lists, determined by... Read More

Mortgage Marketing - How to Earn More Business From Realtors®

Is your marketing strategy getting the results you desire?Mailing postcards,... Read More

Using Flyers In Your Business

If you are not using flyers in your business you... Read More

How To Choose a Qualitative Research Market

Qualitative research, whether individual interviews, in-homes, focus groups, ethnographies and... Read More

Packaging Trends You Cannot Overlook (Part #2)

Part #26) Food safety is becoming paramount.What this means to... Read More

Newsletters are Marketing Machines!

Is your business publishing a print or e-newsletter? An informative... Read More

Lack Of Business Isnt Always The Problem

When you're just starting out in business, it's a safe... Read More