| Why Some Web Sites Sell and Others Do Not |
By Charlie Cook
Why is it that some web sites help sell products and
services while most languish in obscurity and only serve
as a drain on finances? Web sites are relatively low in
cost to build and manage, and have worldwide reach.
They can help you grow your business and in some cases
be the primary source of new business. Yes, a web site
can be the next best thing since sliced bread.
Why don't most web sites attract prospects, help convert
them to clients or customers, or function as a source of
revenue? To answer this question for your own web site,
focus on its purpose. For most independent professionals
and small business owners, web sites are meant to:
* Attract as many qualified prospects as possible
* Build a target list of people who want you to market
to them
* Convert prospects to clients and paying customers
* Convert clients to repeat clients
If your web site does these things, it's a winner. If not,
then its time to review what is working and what isn't.
WHY MOST SITES DON'T WORK
Most sites are, in a word, boring to others than the creators.
They focus on the firm's services, products, processes and
credentials. They are a turnoff to prospects and can keep
you from earning money. If your web site shouldn't be about
your firm what should be the primary content?
CLIENT PROBLEM FOCUSED CONTENT SELLS
Sites that work to sell products and services attract
prospects because they provide information prospects
want and can use to solve a problem or meet a need.
If you're a lawyer, your site should focus on legal
tips and strategies your target market can use. If
you're a graphic designer, include ideas on using
design to improve communications, or if you're a
computer systems expert, give your site visitors tips
on keeping their computers from crashing. A writer
could include a tutorial on writing with examples of
copy makeovers of web pages, press releases or brochures.
This educational focus for your web site works for a
number of reasons. People usually search the internet
for free information. Prospects will want to visit your site
because they know they can get a couple of ideas they
can use, and by providing this information, you establish
yourself as an expert in your field. Finally, your
information educates prospects about opportunities they
may not have been aware of.
Its content that pulls. Just take a look at
http://drudgereport.com/. No flashy, fancy graphics; just
straightforward content. Yet it pulls in over four and a
half million hits each day, five and a half million per day
during this past month and has made Matt Drudge millions
of dollars. Content brings customers to the site and keeps
them there.
* What's the content your prospects would love to read on
your site? (Hint: It provides answers to common client
questions and problems.)
SITE DESIGN AND NAVIGATION
Many sites have some educational and client centered
content on their site, but it's buried behind
uninteresting homepages or by flash movies or graphic
full pages that turn visitors away so they never see
the good stuff. In some cases it's simply a matter of
moving hidden content to the homepage and augmenting
it to give prospects what they want. Use your site's
design, navigation systems, graphics and links to ensure
visitors view the content that will interest them and
to take the desired action.
* What do you want visitors to your site to do?
* Does the site design move people to the desired action?
HOW TO ATTRACT PROSPECTS TO YOUR SITE
Once you have a web site prospects will want to visit and
read, the next step is to find as many ways as possible
to pull prospects to your site so they find your great
content. Use these strategies to pull in prospects:
* Distribute your articles, including your offer and site
link, to every ezine, web site, publication and forum you
can. There are thousands out there.
* Ask your subscribers to forward your articles to others.
* Make it easy for people who visit your web site to send
the URL of articles found on your site to everyone in their
network.
* Help the search engines find your site by identifying the
key words people are likely to use most frequently to search
for your site. Then put them in the title tag and body of
your web pages.
IS YOUR WEB SITE WORKING?
Does your site pull in a steady steam of prospects, build
your target list and supply you with both clients and income
from product sales? If not, take a look at your site content,
design and promotional strategy. With a little effort you can
leverage your expertise, whether it's about the law,
computers, design or writing to create a web site that works
to educate your prospects and to grow your business!
2003 © In Mind Communications, LLC. All rights reserved.
*****
The author, Charlie Cook, helps independent professionals
and small business owners who are struggling to attract
more clients and grow their businesses. To get the
free marketing guide, '7 Steps to Get More Clients
and Grow Your Business' visit
http://www.charliecook.net or write ccook@charliecook.net
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