Most business web sites tend to place emphasis on their product or service instead of their client.
As a result, they under perform. Business owners don’t understand that their web site is actually a direct response marketing tool.
Each page of your site should be focused on the value your visitor receives from reading it. Short sentences, a conversational tone of voice and no more than 5 lines per paragraph is a goal.
If your message doesn’t draw the reader in by the time three seconds have elapsed, you’ve lost them.
Sub Heads with Bullet Points Help Readers
- Skim easily.
- Get the message conveniently.
- Understand key-points quickly.
Highlighting important items with bold helps visitors skim easily while still understanding the message.
Eliminate risk by offering a guarantee, if you are selling products or services on your web site
A business web site is really just a series of related pages put together around a common theme.
A single page web site is most effective for selling a specific program. See www.2managetime.com for a recent example of this idea.
Note: To learn more about creating web sites with purpose study successful marketers including: Seth Godin, Jay Conrad Levinson, Allen Says, Ken Evoy, Jay Abraham, Mitch Meyerson, Corey Rudl, Yanik Silver, Jim Edwards, Joe Vitale and others.
This Weeks Action
1. Create a marketing plan for your web site.
2. Be sure every page of your current web site has a purpose, desired outcome and easy to understand action step.
3. Eliminate any pages that don’t reinforce your focused purpose and desired outcome.
4. Provide detailed information by offering a manifesto, that can be downloaded at no cost, instead of adding another page of content to your web site.
5. Promote your web site on ALL of your marketing communications.
6. Produce a newsletter or blog on a consistent basis to keep the communication between your clients, prospects and your company flowing.
How to Communicate Regularly with Clients and Prospects