Make everything about the consumer.
This blog is primarily targeted at service based businesses, however this can certainly work for niche Internet products as well. Once you get to the level of large e-commerce sites the rules for a PERFECT website will be a bit different. Even though quite a few would still apply.
Most importantly, your website needs a goal. The goal can be to sell a product through an immediate online transaction or get the customer to contact you via a web form or phone number. A secondary goal for all websites should be to collect the visitor’s email address to stay in touch and build a relationship. For some websites capturing that email may even be the primary goal.
Your website needs to address the 4.5 Points of Marketing.
- Is this your Problem? Did you know this problem also results in these other problems? This isn’t your problem? You’re on the wrong website, then. This can be relatively short and sweet. Don’t assume your customers know exactly what their problem might be.
- Here’s the perfect Solution! It will make your life easier, save you money, and make your love life better and here’s why. Most websites sorta start here. They often focus on a product instead of the actual solution (i.e. benefit).
- We’re the best company for providing the perfect solution. We’ve been around forever, have a unique business model, are experts at this solution, have a history of top-level support, you can get in touch with us 24 hours per day, and here are a BUNCH of testimonials from happy customers.
- Now is the time to ask us to provide the solution to your problem. If you wait any longer your competitors will take more market share, your wife will be frustrated, your kids will rebel, and your dog will pee on the carpet. Do you really want to wait for all that to happen before doing what you already know is the best option?
- Make the offer Risk-Free. Look, you have nothing to lose and everything to gain so take a minute and shoot us an email and we’ll get you on track to eternal happiness and bliss. If after talking with us you don’t agree that we can do that for you, no hard feelings.
Your website shouldn’t be more than 2 menus deep. If it’s more then that your customer is working too hard and you can’t lead them where you want them to go.
Your website should be cross-linked. In other words, on every page where you reference a widget, the viewer should be able to click on the word widget and be taken to the full product page.
For further explanation on any of those points, please reference my blog, Internet Marketing for Small Business – Your Website.
So now that you understand the rules of the game, what exactly does a website like that look like? Firstly the content of your website should be written in the vernacular of your target audience. You MUST talk like they talk. As they sit there at their laptop reading your words, in their head it should sound as if they are talking to themselves. I call this Conversational Marketing.
Highlight the important bits for skimmers. Whether it’s bold, underlining, ALL CAPS, or different colors, make the important points jump out.
Include a call-to-action and way for them to contact you on every page.
Capture their email address in exchange for some of your expertise and then build a relationship with an auto-responder email campaign. For instance, if you’re a plumber, you might say, “Input your email for a free report on the top 7 ways to get the best rates from your plumber”. Once they have that you can send them one email every other day for the next 2 weeks explaining why you’re business is the perfect one to solve their problems.
Make it personal. Sign off on every page as if you were writing a personal letter to the person reading. As a small business owner you can do that even though large organizations cannot. Use that to your advantage.
Constantly update your content. In the internet world, inactive=dead. Since I didn’t have time to write a new blog about my business on a regular basis I simply monitored industry news and then would post links to the articles. That links page drove more traffic then any other page on my site besides my landing page.
Utilize videos to engage your visitors. Whether from testimonials or your sales pitch, adding videos and text allows your readers to choose their preferred method of communication.
Provide great content and too many details. When people see a TV commercial or a magazine ad about a product that interests them what do they do next? They visit the company’s website. Why do they do that instead of just calling or going to the business? Because they want more information… So give it to them. In person you, of course, can ramble on and say too much… On a website, however, you cannot. Give the features, benefits, specs, warranties, side-by-side comparison with competitors and anything else they might ask. Of course no one is going to read all of it. You just need it there because each person is going to read some of it and, quite frankly, you don’t know which part they’re going to read.
So if you put all of this together what do you get? Here are a few examples from some top internet marketers:
Bullseye Marketing – This business is selling a service that requires a custom quote so their goal is to get you to contact them. Notice how they start with the problem and then engage you by making you click Next to get to the solution. Granted, their interface can use some improvement.
Perry Marshall’s Personal Coaching – I’ve been following Perry’s stuff for years and he’s one of the top guys out there at turning visitors to money.
Eating for Energy – Good example of a website with the goal of simply getting your email address and nothing else.
Front Sight Offer – I highly recommend signing up for his Free Gun reports via email just to get an idea of what building a relationship via an auto-pilot is all about. Even if you don’t want anything to do with a firearm, you can learn a lot from his email marketing. Just keep in mind he is talking to “gun nuts.”
Target Focus Training – This site does a great job of hitting the 4.5 points of marketing. Notice how they start with the problem? Did you know the problem was that bad?
Wait a second… I’ve never even heard of any of those companies, how do you know they have good websites? Because they can make money and sell a service without ever talking with or interacting directly with a single customer (with the exception of Bullseye Marketing since their web page is just about selling the appointment). Can you say that about your service business?
Here’s the bottom line. If you’re a huge international organization with $10-$100 million to spend on your web presence with the goal of increased “branding”, then copy from the mainstream websites of Fortune 500 companies. If instead you’re a small business who needs to market your business online to generate immediate and measurable income,if you follow even half of these suggestions you’ll be way ahead of your competition.
If you disagree, leave some feedback and we’ll hash it out.
Keep in mind that in the grand scheme of marketing, your website is the end game. It’s a lead-generator. You can only gauge it’s success if it matches your entire marketing plan. Everything from your Vision as a company, the USP for this revenue stream, target market, branding and positioning goal, budget, ROI, method of testing and measurement must all be established so when your website is finished, you’ll know if it is working or not. In other words, it needs to fit properly into your Marketing Manual.
To your website creation success, Bryan