The truth of the
matter is that it doesn't work that way - unless you are
doing something to actively ensure your continued growth and
success. Sound familiar? It should, because that should be
the core behind your business plan as well. You don't just
one day decide to open the doors and sit back and wait for
the customers - you adjust, adapt and stay proactive in responding
to market demand - the same is true of your internet marketing
A Few Things
To Ask Yourself Before Building Your Website
1. What is the purpose of your website?
Generally speaking, there are four main types of websites:
• the vanity site
• the brochure site
• the lead generator site
• the online shop
The vanity site is, well... you know. And financial rewards
are rarely connected to this type of site so we won't spend
a lot of your time talking about it.
The brochure site on the other hand is worthy of some
discussion as it can be a very effective tool utilizing the
internet for online support to your offline marketing
This may seem entry level and 'cheap' to many readers but
the truth is brochure a.k.a. 'bulletin board' sites can
deliver a huge return on investment. Consider this, printed
ads charge by the column inch and radio sells by the second
hand - you can get acres of space and all the time your
prospects will indulge you with for a fraction of the cost
on the internet.
You will refer to it in your Yellow Page ads, your business
cards and your brochures. An online presence will give you a
credibility that your competitors without a website (getting
fewer every day) don't have.
The lead generator site, unlike a brochure site, is larger
and a bit more complex showcasing individual products and
services on separate pages. The lead generator site is
intended to have separate landing pages for a prospects
narrowed searches and you want it to generate business on
its own. You want people to find your site while browsing on
the internet, and having seen your site, feel compelled to
call or email you. After that contact is made, hopefully a
sale will follow.
The storefront website is even more complex where
visitors to your site can actually purchase products and
services with the click of a button. Because it involves
more sensitive data transfers (credit card info, etc.) it
requires secure servers to protect you and your customers
while they are making online purchases.
It is important for you to know 'up front' what it is you
are going to use for an internet marketing model.
2. How will people find your site?
You already know there are 4 billion sites, so the
likelihood that a buyer will find your site without SEO -
Search Engine Optimization is somewhat
remote. We have already agreed that your online presence is
intended to support and even advance your offline marketing
efforts - irrespective of the model you chose. It must pay a
return on investment.
Therefore, beyond SEO, you must have a strategy to ensure people know
your site exists and that there is a reason they should
visit it. How can you do that? There are two basic
strategies, offline and online.
An offline strategy is based on all your offline marketing-
i.e. advertising, public relations, networking and cold
calling. In every case you would refer leads to your website
where they can find out more about what you can do for them,
and why they should choose you. Your website would build on
your offline promotions giving further details of your
service, educating your customer and creating credibility
for your business.
An online strategy will be built around visibility. The key
elements of this are:
• #1 Search Engine Optimization
• A strategy to get relevant inbound links to your website
• Offline advertising & promotion of your site
3. What are you going to do to make your
Marketing World tells us that the average website visit is
less than 60 seconds. You must have a strategy to
make people linger at your site, get to know you and see the
value you can give them if you intend to compel them to pick
up the phone and call you.
There are a number of factors in design and development that
will help you retain visitors and keep them coming back. But
there is probably one key secret to bringing them in.
Are you ready to hear the biggest secret for getting your
prospective customers to linger at your site and improve
The number one way to make your site 'sticky' is good
copywriting, GOOD COPYWRITING and GOOD COPYWRITING.
Time is our most precious commodity and if you want your
prospective customers to give you their time and stay longer
than 60 seconds you better give them what they want.
Remember, it's not about you - if you want to brag get a
vanity site... It's about filling a need for your customers
and speaking their language.
Don't use hype and large flashing letters - that is the
equivalent of yelling at them and it is no way to begin a
relationship. Answer their questions, give them the head nod
effect and they will likely seek you to solve the problem
they were searching for the answer to when they began their