Why Some Web Sites Sell and Others Don`t
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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, 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 web site does these things, it's a winner. If not, then its time to review what is working and what isn't.
WHY MOST 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.
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