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WEBSITE MARKETING

What is the Purpose of Your Website
By: Developer Shed
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    2004-02-24

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    What Is The Purpose Of Your Web Site
    by Diane Leonte


    Most Online Business Owners answer to this question would
    be that their Web Sites purpose is to create a "presence"
    for their product, service, business, or practice, on the
    Internet.

    To this I would respond that creating a "presence" on the
    Internet in and of itself will not add to their bottom
    line, and to think it would do otherwise....would be a
    waste of their time and money.

    Instead, there must be a strong call to action generated
    from your web site that will guide every visitor to your
    "Desired Result", be it.... Getting The Order, Getting The
    Subscriber, or Getting The Lead.

    Decide first what it is you want your visitor to do while
    they are at your site, then design your site to accomplish
    this "Desired Result".

    For instance if it is imperative to your business to sell
    products and services from your web site, then you must
    have an order page and/or shopping cart.

    If it's important for your business to sign up subscribers,
    then your site must have a sign up form on every page, and
    an autoresponder which is set up to send a welcome message
    within minutes of the visitor signing up.

    If your product is best sold one and one and it's important
    to have the visitor call you directly, then you must have a
    toll free number available for them to use, or a form where
    they can enter their phone number so that you can follow up.

    Perhaps you want to have your visitor listen to a message
    from you while they are on your site, then you must have
    audio available, and instructions on how to use it.

    Or maybe you need the visitor to order your catalog, then
    you must have a 800 number, or email address available for
    them to do so.

    In a nutshell the purpose of your web site will be to get
    one of the following "Desired Results":

    * GET THE ORDER
    * GET THE SUBSCRIBER
    * GET THE LEAD

    With the suitable purpose in mind, you can design your web
    site to achieve your "Desired Result". There is absolutely
    no point in having your web site online and paying for a web
    host if your site does not achieve the "Desired Result"
    (most of the time).

    Let's assume that the purpose of your web site ("Desired
    Result") is to get an order. Here's what to look for in your
    web site design:

    1. Does your web site content (sales letter, ad copy) lead
    the visitor naturally and directly to your order page?

    2. Does your order page allow the visitor to pay securely by
    credit card, personal online check, through the mail or
    by phone?

    3. Does the navigation on your web site lead the visitor
    easily to your order page and back to the sales content?

    4. Is your content benefit rich? Does it lead the visitor
    through your sales message wanting them to know more? Do
    you have "joiner's" such as arrows or ellipses at the end
    of each page urging the visitor to continue?

    5. Is the font you are using easy to read? (black type on
    white background) Is the placement of the content easy on
    the eyes?( plenty of white space on each page) Does
    your font scream at your visitor or intelligently inform?

    6. Are your graphics pertinent to the sales message? Do
    they load quickly? Will they distract the visitor? Will
    they annoy the visitor? Do you really need them?

    7. Are your web sites color combinations soothing on the
    eyes?

    8. Do you have your contact information on your web site,
    making it easy for your visitor to reach you?

    9. How about a pop up real time customer service window?

    10.Do you offer guarantees and/or free trials and
    prominently display satisfied customer's testimonials
    for the "not so ready to buy" visitor to see?

    Anything less than the above effort will fall short of
    achieving your "Desired Result", and you will lose the
    visitor and the sale each and every time.

    All of the time and effort you spend.......

    - writing and placing your ads
    - tweaking your meta tags to gain higher positions in the
    search engines.
    - Submitting classified Ads
    - Submitting to FFA's
    - Submitting your site to Search Engines
    - Writing and submitting your articles
    - Participating in Discussion boards

    Combined with the money you spend......

    - Bidding on keywords in the Pay-Per-Click Search Sites
    - Paid Ezines Advertising
    - Purchasing Internet Marketing Training Courses and Books
    - Paying for Leads
    - Offline Advertising

    .......in fact everything you do to bring visitors to your
    web site will all be for naught if you have a web site with
    any other purpose in mind except to....

    *GET THE ORDER
    *GET THE SUBSCRIBER
    *GET THE LEAD

    ....there in lies The Purpose of Your Web Site.
    ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
    Copyright 2000 Diane Leonte, - All Rights Reserved
    DianeLeonte is Business Coach specializing in Internet
    Marketing, the Web Master of Wealth In Mind
    http://wealthinmind.com and publisher of "Achieving Success
    & Wealth" mailto:subscribe@wealthinmind.com
    ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~



    DISCLAIMER: The content provided in this article is not warranted or guaranteed by Developer Shed, Inc. The content provided is intended for entertainment and/or educational purposes in order to introduce to the reader key ideas, concepts, and/or product reviews. As such it is incumbent upon the reader to employ real-world tactics for security and implementation of best practices. We are not liable for any negative consequences that may result from implementing any information covered in our articles or tutorials. If this is a hardware review, it is not recommended to open and/or modify your hardware.

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