HOW TO DEVELOP A SUCCESSFUL BUSINESS (Part 4)
Web-Site Strategy
Developing a professional website strategically designed to
sell your products or services is one of the most important
factors in determining your success. However, it is only the
first step.
Before you begin the actual design process, you must first
determine your overall strategy and design your website
accordingly.
Internet marketers have basically two choices:
=> Design a content website that includes not only your
products and services, but also information and resources
that will be of interest to your target market.
=> Design a mini website that focuses on just one product or
service, with no other content of any kind.
Although both types of sites can be effective, your success
will ultimately depend on your site design and marketing
strategies — both will play a very important role.
Content oriented sites are sites that provide visitors with
content such as articles, tutorials, free ebooks and
resources. This type of site attracts their target audience
with incentives. Their products and services are mentioned
on the main page with a link to further information.
Content sites usually profit by educating their visitors.
For example, a content site selling pet supplies might
provide a basic tutorial to assist their visitors in
learning how to groom a dog. They provide this tutorial
completely free; however, the main purpose for this tutorial
is to educate their visitors. And in turn, plug their
products.
When you provide your visitors with quality information that
teaches and informs, you are not only gaining their trust in
you by sharing your expertise, but you’re also building your
credibility, which is very important on the Internet.
Once you’ve gained your visitors’ trust, they will be much
more apt to purchase your products or services. However,
above all else, you must never abuse their trust in you. You
must be completely honest with your visitors and have a
sincere desire to assist them. If your sole purpose in
developing your own Internet business is for financial gain,
your chance of success will be minimal.
The key to using this technique effectively is to provide
content that targets your potential customer. This content
is used to presell your visitors through education.
Mini-sites are different from content sites, as they don’t
provide any content. They usually contain one or two pages
and completely focus on one product or service. Basically,
the site is just a sales letter for the product.
A mini-site should be neatly designed in standard HTML with
no Flash or fancy plug-ins and very few graphics. There
should be no banners or outside links of any kind — nothing
that will distract your visitors’ attention.
The sole purpose of a mini-site is to attract highly
targeted traffic. The more targeted the better. For example,
if you have a website that sells a number of products, a
good mini-site would focus on one specific product instead
of all of the products. You could create a mini-site for
each product you offer.
No matter which type of site you design, keep in mind, your
website is a direct reflection of you and your business. The
appearance of your website is the most important factor in
determining your website’s value. If your site doesn’t look
professional or pleasing to the eyes at first glance, its
perceived value will be low. The perceived value of your
website will have a great impact on your success.
Not only must your website have a professional appearance,
but it must also be specifically designed to sell.
Everything within your website should have one specific
purpose — getting your visitors to take action.
Every part of your website must be strategically designed.
From your overall design to your sales copy — each will
play a very important role.
Your website is the most important sales tool you have. A
professional website should possess all of the following:
Your Own Domain (www.yoursite.com)
Quality, Dependable Web Host.
Customized Email Addresses:
– service@yoursite.com
– support@yoursite.com
– info@yoursite.com
– admin@yoursite.com
Target Your Potential Customers
Professional Appearance
Professional Looking Graphics
Quality Products/Services
Effective Sales Copy
Easy Ordering Process
Automated, Personalized Thank You Letters
Customer Database
Personalized Follow-up Letters
Opt-in List
Well Organized
Easy to Navigate
Load Quickly
Search Engine Optimized
Take your time and do your homework prior to designing your
website. Look at the entire picture and plan each step very
carefully. Your website is the storefront of your business.
Make it shine.
