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4 Steps to
Selling More With Your Website
©2005 by Charlie Cook
Is your web site helping you get
attention for your business?
Does it prompt prospects to contact you?
Is it helping you build long-term relationships?
Does it generate the volume of s.ales you want?
Building a web site that works should be more
like building your
dream home than constructing a stage set. You
want to build a
solid structure to support the growth of your
business, not a
flashy facade. First, you'd talk with your
partner about what
kind of house you want and how it fits into your
long-term plans.
You'd discuss your budget and the location,
style and size of the
house, as well as the functions of the rooms and
the flow between
them. When you were in agreement, you'd seek out
an architect to
help you plan your home.
The architect would consider your ideas and
objectives, create a
coherent plan to meet your objectives. You'd
review these and
then she'd produce drawings and blueprints to
guide the
construction. You'd need a contractor to build
your house, and
the contractor would hire specialists to
complete the job;
carpenters, electricians, masons, roofers, etc.
Once your home
was completed, you'd need to maintain it; even a
brand new house
needs periodic attention.
Building or Renovating Your Dream Web Site
Can you imagine building your dream home without
careful
planning, or a clear sense of how the rooms
would work together,
or a blueprint?
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Before you build your web site, did you define how it would
function, how it would get attention, and how it would
generate
leads and build profitable relationships?
Did you have a web marketing blueprint?
A web designer is like your building contractor. They will
assemble your web site, but they can't tell you what the
site is
supposed to accomplish or how it fits into your overall
marketing
plan. Before you use a web designer you first need to
understand
what you want your site to do and how to structure it to
convert
prospects to clients.
Diane Varner, a successful web designer in El Granada,
California, asks prospective clients a series of questions
about
their marketing before she starts work for them. She wants
to
find out what their overall marketing strategy is and how
their
web site fits into it. Her expertise is web design; if a
prospect
needs help defining their web-marketing plan, she refers
them to
me.
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4 Steps to A Web Site that Sells
1. Create Your Web Plan and Marketing Content
Before building or
renovating your web site, you, too, should identify how your
web
site fits into your marketing strategy. Clarify and
delineate the
actions you want visitors to take and how to structure your
site
to get prospects to contact you and buy your products and
services.
Organize site content and pages to mirror prospects'
decision-making process, moving them step-by-step towards a
sale.
Write content that motivates prospects to continue reading
and
browsing your site and includes appropriate use of keywords
to
help boost your search engine rankings.
2. Hire a Web Designer/ General Contractor
Once you have a plan and the supporting marketing copy
ready,
find a web designer who can put these elements together to
create
an easy-to-navigate site whose overall look and feel
supports
your positioning objectives. Many web designers function as
general contractors and will sub-contract the programming
required to create forms, manage databases, email or online
shopping cart systems.
3. Market Your Web Site
Most people make the mistake of waiting until their site is
built
to think about marketing it. If you started with the
previously
defined web plan, you will have avoided this m0ney-losing
blunder. But don't assume that people will find your web
site on
their own.
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Few Quick Bucks or Want to Make a Lot
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Use fr^ee promotional activities such as distributing
your
articles to get attention. Consider advertising in
newsletters
and/or using pay-per-click advertising.
4. Maintain Your Web Site
Just like that dream house, a web site needs regular upkeep
and
updating. Allocate the time and m0ney to see that the site
is
well maintained, whether you learn to update text yourself,
have
someone in your company do it, or give the job to an outside
professional.
The beautiful home you carefully planned and built creates
the
physical context for you to eat, sleep, relax and enjoy
family
and friends. Your web site should create the marketing
context to
help you get prospects' attention, build relationships, and
generate leads and s^ales.
Use the four steps above to build or renovate your web site
and
you'll have a site that is more than a flimsy stage set;
you'll
have a web site that will help grow your business.
ABOUT THE AUTHOR:
The author, Charlie Cook, helps service
professionals and
small business owners attract more clients and
be more
successful. Sign up for the Fr^ee Marketing Plan
e-Book,
'7 Steps to get more clients and grow your
business'
at
http://www.marketingforsuccess.com |
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