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Before you build your web site
or start to fix a site that isn't attracting as many clients as you'd like, take
a minute to clarify the objectives of your site. Marketing objectives for web
sites for most independent professionals and small business owners should be:
a. Lead Generation - Build your
list of qualified prospects who are interested in your products and services but
not quite ready to make a purchase. First time visitors to the site need to be
able to quickly identity if they are in the right place and determine whether
you can help them. Make it easy for prospects to qualify themselves.
b. Establish Credibility- If
people found your site by searching the web, you have a lot of work to do to
prove that you can help them and deliver on what the site promises.
c. Sell Your Products and
Services - Of course you will want to include information about your products
and services, but if you rush this step, you'll lose prospects before you've
created the context that will move them to a purchase.
PUTTING YOUR STEPS IN SEQUENCE
Now that you know what you want your web site to do, define the key elements
that should be on your home page. Put these in the correct sequence and more
prospects will do what you want. You'll generate more leads and more sales.
Here's how.
1. FEATURE YOUR MARKETING
MESSAGE - At the top of your home page include a one sentence marketing message
that describes what you actually do and the problems you solve. For example,
"Helping service professionals and small business owners attract more clients"
or "Helping you create the ultimate personalized trip to Britain".
2. COLLECT LEADS - Place the
sign-up for your free newsletter, ebook, or catalogue at the top of your web
page. The right hand top corner is the optimal position. Above the sign-up form
don't just say "Enter your email here for complimentary information". Make an
offer, one that will motivate your prospects to give you their contact
information. For example, "Sign Up for Britain's best travel secrets." As an
incentive on my site I offer a free marketing guide to motivate people to
subscribe to my newsletter, with the result that 12-15% of site visitors sign up
for my ezine.
3. USE QUALIFYING QUESTIONS -
Don't start with a description of your services or products. Below your
marketing message, lead with qualifying questions, that will help prospects
understand the problems you solve, engage your visitors' attention and create a
perception of need.
For example, if you sell
ergonomic chairs, you could ask, "Does your back ache at the end of a day at
your desk?" Or if you sell customized travel services to Britain you could ask,
"Are you interested in a customized, hassle f*ree va*cation in the British
Isles?”
4. BUILD CREDIBILITY - One-way
to do this is to include testimonials from satisfied clients. People will read
your marketing copy with a grain - or a whole shaker - of salt. When people read
what others say about the amazing results you achieve, they are much more likely
to believe your claims. Limit your testimonials to ones that are easy to
believe, even if you did help someone make ten million dollars.
The second part of establishing
your credibility is to demonstrate the value of your expertise by providing
prospects with helpful ideas. If you're in the computer repair and maintenance
business you might include tips on identifying software conflicts and keeping
computers from crashing.
People like to do business with
people they know and trust so use your site to bring your company and
personality to life. Include links to your articles, case studies and /or
product demonstrations. Add a photo of yourself or your employees to personalize
your site and move prospects to thinking of you as a person.
5. SHOW PROSPECTS THE RESULTS
YOU ARE SELLING - Include thumbnails of products and services people can click
on in a side navigation bar on most of your site's pages. Whatever you sell make
sure to feature both visual and verbal testimonials along with information and
images of your products and services.
On your individual service or
product pages provide examples of clients and customers using your services or
products. For ebooks, include tables of contents and sample chapters. If you
sell log homes, include pictures of happy customers in their homes. If you sell
information, feature client testimonials.
6. TELL PROSPECTS WHAT TO DO -
If you want people to sign up for your newsletter, tell them to. To get people
to read the articles on your site, tell them to. To increase the number of
people who view the pages describing your products and services, include
thumbnail images of your products and tell them to click on the image for
further information. If there is a particular sequence of steps you want
prospects to take, tell them what they are.
7. MAKE IT EASY FOR PROSPECTS -
Place your contact information, including email address and phone number in an
obvious location on every page, particularly the home page. Include a link to a
contact form or place it at the bottom of your home page, or both.
In your form, ask a few key
questions to help prospects clarify what it is they want to achieve and get
their phone number so you can follow up. Their responses will help you
prioritize who to contact and help you focus on your most profitable prospects.
Show prospects who are ready to
engage your services or buy your products how to do so. Coaches will want to
include a coaching inquiry form. People who sell greeting cards, should include
a quick link to so people can place their orders.
Use the blueprint above to
construct a web site that sells. Build steps that will lead prospects into your
web site and motivate them to give you their name, email address and phone
number or to contact you about your services or to buy your products. Build
steps that will move them from prospects to clients and customers.
2004 © In Mind Communications,
LLC. All rights reserved.
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