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Structure of a Highly Switching Web site

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Target Audience

The particular foundation of effective web marketing is the ‘who. ’ Determining your targeted audience, their needs, wants, level of knowledge, goals, and so forth is critical to creating an internet site that will be effective at either leads or e-commerce.

Message

Moving directly from who you want to target, is the question of what you want to say to them. Your primary message offers your value proposition in a definite and compelling way. Your core message is not really a mission statement, or an exec summary of your tactical plan. Your core concept is essentially a list of the reasons that folks do business with you ~ written from their point of view.

Site Structure

Many websites are little more than on-line brochures. Visitors are free to click between this page and that, reading a little here and slightly there. Typically the result is that a site visitor develops very little emotional attachment, and the ‘back button’ is increasingly enticing. Sales people intuitively understand that their message must be provided in the right series – A, B, D, then D, which causes E. A website that is carefully structured can accomplish this same effect, building understanding and buy-in, step-by-step. On the end of that ‘presentation’ the visitor takes the next step willingly.

Telephone calls to Action

Asking a web site visitor to take the next step is the ‘call to action’. This can be the “contact us”, “join our mailing list”, or “sign up today” option, which informs the site website visitor of the correct next step. Most people are grateful to be led through the process of evaluating a product or service, so if you tell them that the next step is to sign up for a 30-day trial, many of them will.

Lead Catch

Actually capturing contact (and qualification) information from leads is relatively easy with today’s technology. Some simple web scripts and a powerful ‘off the shelf’ business database are all that are needed. Many companies set up automated responses, preserving time and energy, and making certain their sales people spend personal time with only the most qualified leads.

Good Graphic Design and style

Unfortunately, many companies spend 90% of their web budget on studio, and only 10% on ‘the other stuff’. Graphic design acts two purposes: 1) to determine credibility, and 2) to entice visitors to read your text. Credibility is established when a company uses effective graphic design and ‘looks big’. On-line it’s hard to tell, but bad graphic design leads people to believe your company is small. http://www.profitmaster.com.au/web-development-services/ Once credibility is established, visitors will spend some time evaluating your particular message.

Site Promotion

Once your site has already been optimized to maximize conversion rates, using the strategies listed above, site promotion activities should be used to drive increased traffic on your site. Site promotion runs from listing your website on your business cards, through expensive and time consuming Search Engine Optimization strategies to increase your ranking on sites like Google. The area of site promotion can be considered a minefield to those new to internet marketing.

Maybe the 3 most cost effective strategies to investigate are:

• Email Marketing
• Search engine Marketing
• Search Engine Optimisation
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on May 22, 19