Why is it that some web sites help sell products and services while most languish in obscurity and only serve as a drain on finances? Web sites are relatively low in cost to build and manage, and have worldwide reach. They can help you grow your business and in some cases be the primary source of new business. Yes, a web site can be the next best thing since sliced bread.
Why don’t most web sites attract prospects, help convert them to clients or customers, or function as a source of revenue? To answer this question for your own web site marketing, focus on its purpose. For most independent professionals and small business owners, web sites are meant to:
- Attract as many qualified prospects as possible
- Build a target list of people who want you to market to them
- Convert prospects to clients and paying customers
- Convert clients to repeat clients
If your website marketing does these things, it’s a winner. If not, then its time to review what is working and what isn’t.
Why Some Sites Don’t Work
Most sites are, in a word, boring to others than the creators. They focus on the firm’s services, products, processes and credentials. They are a turnoff to prospects and can keep you from earning money. If your web site shouldn’t be about your firm what should be the primary content?
Client Problem Focused Content Sells
Sites that work to sell products and services attract prospects because they provide information prospects want and can use to solve a problem or meet a need. If you’re a lawyer, your site should focus on legal tips and strategies your target market can use. If you’re a graphic designer, include ideas on using design to improve communications, or if you’re a computer systems expert, give your site visitors tips on keeping their computers from crashing. A writer could include a tutorial on writing with examples of copy makeovers of web pages, press releases or brochures.
This educational focus for your web site works for a number of reasons. People usually search the internet for free information. Prospects will want to visit your site because they know they can get a couple of ideas they can use, and by providing this information, you establish yourself as an expert in your field. Finally, your information educates prospects about opportunities they may not have been aware of.
Its content that pulls in prospects. Just take a look at The Drudgereport. No flashy, fancy graphics; just straightforward content. Yet it pulls in over four and a half million hits each day, five and a half million per day during this past month and has made Matt Drudge millions of dollars. Content brings customers to the site and keeps them there.
What’s the content your prospects would love to read on your site? (Hint: It provides answers to common client questions and problems.)
Site Design and Navigation
Many sites have some educational and client centered content on their site, but it’s buried behind uninteresting homepages or by flash movies or graphic full pages that turn visitors away so they never see the good stuff.
In some cases it’s simply a matter of moving hidden content to the homepage and augmenting it to give prospects what they want. Use your site’s design, navigation systems, graphics and links to ensure visitors view the content that will interest them and to take the desired action.
What do you want visitors to your site to do?
Does the site design move people to the desired action?
Start using your web site to improve your web site marketing and lead generation >>
How to Attract Prospects to Your Site
Once you have a web site prospects will want to visit and read, the next step is to find as many ways as possible to pull prospects to your site so they find your great content. Use these strategies to pull in prospects:
•Distribute your articles, including your offer and site link, to every ezine, web site, publication and forum you