The best way to create a user-friendly, powerful web site
is to plan for it. If you're going to invest time in
building and promoting your site, you want to be sure that
once visitors get there, they're converted into buyers.
Start by analyzing where you are at the present, where you
want to go, and what steps will take you there.
If you compare the internet to a mall, then your web site
is a store in the mall. A profitable store includes a
well-trained staff, attractive displays inside, a nice sign
out front and a killer window display. A store alone won't
make sales. You have to attract people inside, convince
them you have something they need, and encourage them to
act.
The same is true for an internet business. You have to
attract customers and then sell them your product or
service.
So, in this example, the store is your web site, the sign
out front is your domain name, the knowledgeable staff is
your content and the in store displays are the photos on
your site. All you're missing is the window display. And
that is your marketing plan. It is the "it" factor that
draws people in. And there are many ways to do this online:
* Banner ads
* Ezine Ads
* PPC
* Search Engine Marketing
* Joint Ventures
* Affiliates
Identify your Unique Selling Proposition (USP)
This statement is the headline for your web site and all
other marketing material where your business name appears.
It communicates the benefits of doing business with you and
identifies what differentiates you from your competition.
In short, why should they do business with you instead of
someone else.
A strong USP is worth its weight in gold. Here are a few
that hit the jackpot:
"Fresh, Hot Pizza Delivered to Your Door in 30 Minutes or
Less, Guaranteed," Domino's Pizza
"The Ultimate Driving Machine," BMW
"Glasses in about an hour," LensCrafters
Your USP should instill excitement about doing business
with you or finding out more about what you offer.
Position it at the top of your home page and underneath
your logo throughout your entire web site.
USP Tips
Avoid general statements and vague terms like "the best,"
since anyone can make that claim. Instead, speak directly
to your ideal market, and address their wants. Explain what
it is that makes you the best or what you do better than
others. And use this USP in all of your marketing
materials for greater consistency and overall impact. Not
only does it help your prospect gain a clear view of your
company it can help you stay focused when making key
decisions.
The Difference between Features and Benefits
A feature is something the product or service has. The
benefit is the emotional statement to show prospects what
they will get and how they will feel as a result of using
your product/service. Example of feature statement: Health
Food products made with all natural ingredients.
Example of benefit statement: Natural health that keeps you
fit and younger looking.
Write for Your Target Audience
Know your target audience. Are you B2B (Business to
Business) or B2C (Business to Consumer)? It makes a
difference. Do you sell wholesale or in bulk? Do you only
take small orders or large orders? Be specific, let people
know what you do and if they are in the right place.
Keyword selection is important in helping guide the proper
traffic, but we'll address that in depth later.
To start, just assume that people are going to come to your
site confused and uncertain. Guide them through the site
and show them exactly what you have for them. If they are
unsure, they're out the door. If you convey immediately
what you have to offer that perfectly fits their needs, you
have your chance to win their business.
As you pull all these things together remember that your
site should not cater to your preferences, but to your
visitors' preferences. If it isn't converting, reexamine
it for flaws and try testing to determine what brings in
the best results.
----------------------------------------------------
Jennifer Horowitz is the Director of Marketing and co-owner
of http://www.EcomBuffet.com
Since 1998, her expertise in
online marketing and Search Engine Optimization (SEO) has
helped clients increase revenue and achieve their business
goals. Jennifer has written a downloadable book on Search
Engine Optimization and has been published in many SEO and
marketing publications. Jennifer can be reached at
Jennifer@ecombuffet.com
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