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7 Steps to
Web Sites That Sell | |
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Your web site is like a fight of stairs into your business. Once you've got
prospects to your home page - your online front door - you want to move them
to action.
by Charlie Cook
Contributing Author
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Your web site is like a fight of stairs into your business. Once you've got
prospects to your home page - your online front door - you want to move them
to action. If you miss a step or two, prospects will fall and won't make it
in the door to your business. If you put the last step first and your first
step last, prospects won't find the steps you want them to take.
(article continued below ...)
There is a hierarchy of information and elements you need to present to
prospects to make it easy for them to become customers and clients. This is
not what most small business owners provide on their web sites. Most sites
lead with a boring description of services and credentials. This tends to
push prospects away.
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:
- 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.
- 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.
- 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 free vacation 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.
(article continued below ...)
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.
2003 © In Mind Communications, LLC. All rights reserved. - The author,
Marketing Coach, Charlie Cook, helps independent professionals and small
business owners attract more clients and increase their earnings with the 5
Principles of Highly Effective Marketing. Sign up to receive the Marketing
Guide and the 'More Business' newsletter, full of practical tips you can use
at http://www.charliecook.net
January 26, 2004
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