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In fact, the first question you should ask
yourself about your own Website is, "What does it really do for people?"
The second question is "Who is your audience?"
You see, websites are really a lot like a business plan! If you are trying to
attract prospective clients, then each individual page on your site should offer
something of value to your audience. The number one way that Philippa adds value
to her audience is through her articles. The best way to keep getting top
listings with the most popular search engines such as Google, Yahoo! or MSN, is
to constantly change or add content. Her articles add value to her audience and
are her number one search engine strategy. Maybe this is why she doesn't
cold-call. Her customers tell her that they have seen her name in multiple
locations before they call her directly.
She said that we should think about the
emotional connection that our website makes. How does your website represent you
when you are not there? Unfortunately most websites are not a true reflection of
what we do and who we are. The reality is that our websites need to become an
expertise center. We need to show a clear benefit such as how our programs will
increase the creativity and balance of a prospective customer. Every page should
have a strategy, a way to increase our database and provide a call to action.
Philippa also believes that each web site
should have a dynamite testimonial across the front of the homepage, because
testimonials are the least-viewed section on every website! She recommends that
we pull out our testimonials and sprinkle them throughout our site. And when we
think of testimonials, we should be thinking about the substantive ways that we
have helped our customers. If we attempt to be clear and specific about our
program benefits, why not be clear and specific about their outcomes from real
customers. She recommends that we have specific testimonials for specific
programs. Talk about maximizing our congruency!
In order to get started, Philippa wants to know
what we have done today to improve our website. Two days after her seminar, I
added a question and answer section and submitted my site to a dozen search
engines. My next step is to write another article. What are you going to do
today to improve your web site, your business and even yourself? She encourages
you to contact her about the changes you have made.
For more information on how to improve your
website further, Philippa recommends that you download her tip sheet,
"Twenty-Three Proven Tips and Ideas for On-Line Marketing" at
http://www.cyberspeaker.com/tipsheet.html. Philippa can be contacted directly at
her office in Santa Cruz, California at 831-465-0317 or pgamse@cyberspeaker.com.
If she doesn't get back to you immediately, it is due to her ongoing quest to
find the best deli sandwich outside of New York City.
(c) 2004, Mark Sincevich. All rights in all
media reserved.
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