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

---

Trade Show Display Booth ? A Marvelous Contact System

Trade show booths are one of the best direct contact... Read More

Mission Position

Ahh, the mission statement. For some companies it simply describes... Read More

Good Marketing Pays for Itself

Most companies ask themselves this question: "How much will this... Read More

E-commerce : The Bottom of Pyramid Approach

For centuries and most of the decades in the 20th... Read More

Do I Need an RSS Feed?

RSS has been around for more than 10 years but... Read More

How To Go From Under Dog to Top Dog by Unleashing The Power Of a Postcard

The Tale of Two Dentists...Dr. Namel and Dr. Ivory are... Read More

Direct Mail Leads - Brand Identity Guru

Direct mail can be one of the most effective tactics... Read More

Why Insight and Flexibility is More Important than Perseverance in Marketing

Marketing successfully requires not only insight into how a product... Read More

Give me a Referral any Day - the Power of Networking

I nearly panicked recently! Well, maybe a slight exaggeration but... Read More

Marketing, Lead Generation, and Research: A 3-in-1 Solution

I Hate Cold CallsLong before I started my business, I... Read More

There Are Benefits... And Then There Are Benefits

Not all benefits are created equal. Knowing which ones to... Read More

The Information Publishers Secret Resource Guide To Blow Customers Away!

Have you ever heard the saying, "Give and you shall... Read More

9 Highly Effective Marketing Tips

Here are 9 low-cost but highly effective marketing tips to... Read More

Target Marketing: The Bell Curve

Finally, Something You Learned In Math Class Makes Sense In... Read More

How Your List Affects Postage Costs

HOW YOUR LIST AFFECTS POSTAGE COSTS AND WHAT YOU CAN... Read More

Get Personal: Letters vs. Direct Mail

One of the reasons direct mail works is the personal... Read More

Market Your Identity

One of the most critical but overlooked parts of business... Read More

Universal Principals That Guide Business Growth

Universal principals are those "self-evident" truths that have guided brilliant... Read More

How to Add Warmth, Color & Texture to Your Advertisements

"?A powerful agent is the right word?" --Mark TwainAnd what... Read More

Every Days a Holiday!

You probably know that February 2nd is Groundhog Day. But... Read More

An Easy Start to Mail Order

Listing names of Big Mail Requestors, and sending out packages... Read More

Will Googles Gmail spell trouble for Email Marketing.

We wait with baited breath for the anticipated launch of... Read More

The Top Seven Marketing Mistakes

In my view, nearly all government statistics about reasons for... Read More

50 Unbelievable Benefits Of Joint Venture Marketing

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

Terrific Titles, Happenin Headlines

You've probably heard the slogan, "You never get a second... Read More

Ten Amazing Ways To Increase Attraction at a Trade Show

These ideas are for anyone that has a small budget... Read More

Five Mistakes Absolutely Guaranteed to Drive Away Your Best Clients

We all work hard to attract even one paying client.... Read More

Mark Twain?s Great Marketing Idea

To tell you the truth (and about 53% of this... Read More

Mortgage Originator Marketing ? Differentiate or Die

One of the best ways to attract more clients is... Read More

Questioning the Data of Demographic Off The Shelf Marketing Products

I have been working on a direct mail campaign for... Read More

Marketing Messages: Your 10 Most Important Business Principles

As a self-employed professional, you have two basic strategies for... Read More

Self Promotion Brings Business Success

Your business success depends on your ability to promote your... Read More

Five Tips to Make Your Marketing More Creative

Same old same old just doesn't sell anymore. To... Read More