Evan Carmichael Top Header about About About facebook Twitter YouTube Google+

Website is an Ad



Free PDF Download
One-Page Power - By Michele Harris

Name: Email:


Most companies begin their branding materials with their website. However, most don't realize it
is another form of an elevator pitch-it's just the beginning of a conversation.

The reality is that people are too busy to go through a website to figure out what your company
does. Just like an elevator pitch, you have seconds to grab someone's attention—or lose them
completely. Those great flash intros that you had made to dazzle visitors to your site are often
bypassed or ignored by visitors.

In an age of information overload, people want to get right to the point. Marketing materials and
sales pitches with too much jargon can leave potential prospects confused and overwhelmed. Is
this the brand impression you really want to make?

Is it easy to understand what your company does from your site, without drilling down several
pages? Senior-level execs want the short version---a quick fact sheet. It should be right at the
top level, ready to be accessed by even the most casual visitor.

Consider how many junior folks and interns are tasked with searching online for the type of
service your company may provide. If the people doing the preliminary research can't
understand what it is you do, they certainly won't take the effort to mention you to the higher
ups that you need to reach.

Keep it simple. Leave out the jargon and complicated language. If they want more information,
they'll ask. That's where your marketing materials, sell sheets, and white papers come in!
One of the easiest and most overlooked ways to get better results from marketing efforts is to
treat a web site home page as an ad, which leads us to one of the toughest challenges in
advertising: writing concise and compelling copy.

Take Google ads for instance; it's tough to write an ad using 8-12 words. It's a great exercise.
What 10 words describe your company's services? Now, think about the person who is
developing your key word ads. Is it a tech person? Is your marketing agency involved? Online
advertising is a primary source of leads for many companies. It's a super cluttered, competitive
environment. Yet you'd be surprised how far-removed the marketing and brand stewards are
from the process.

The funny thing, it's just the opposite when it comes to traditional outdoor advertising. Outdoor
billboards are one of the greatest tests of advertising. If you find just the right words and
imagery that enables your audience to "get it" in seconds, then you've found the magic you're
looking for.

I've suffered over countless agency/client meetings where it could take days, weeks and even
months to get one simple line of copy for a billboard approved. Of course you need to consider
that people would be driving at 60 MPH and would need to see and process the ad in a split
second…

Given that the challenges are similar online and even in person, it's a shame that the same level
of attention is not always given to all sales and marketing elements. Wherever you connect,
whether it's in-person, online, on a highway or an event, if it's not clear what your company
does in seconds, your prospects will whiz by quickly.


Related Articles

  Is Your Website Doing Its Job?
  ••••••>GetMeOnTop SEO Website Surpasses Facebook, Microsoft, Fortune and Hotjobs. Google just 1 point higher!
  The Best CMS Website Design and Development Company In Sydney
  Home Business Websites: Why You Need To Host Your Own
  Website Is Necessary For A Successful Business
  Website Is Necessary For A Successful Business
  The Foundation of Website Design
  Generating Leads Through Your Website
  Why You Should Throw Away Your Affiliate Marketing Website
  How Can A Good Website Design Help To Get A Lot Of Traffic?
  Your Business Website Needs SEO
  How To Increase Your ROI By 900% With Search Engine Optimization
  Website Statistics: Facts and Fallacies
  Throw Away Your Affiliate Marketing Website
  Link Building Methods Types of Links
  Easy ways to promote your website
  Identifying Your Websites Target Audience
  Tips To Find Out A Good Website Design Company In Australia
  Easy Way to Make a Website
  ••••••>Include only Pertinent, Relevant well Written Content If You Want to Achieve #1 on Google and High Search Engine Rankings

Home > Advertising > Michele Harris > Website is an Ad >

Free PDF Download
One-Page Power - By Michele Harris

Name: Email:

About the Author: Michele Harris

RSS for Michele's articles - Visit Michele's website

Seasoned marketing and business development expert, Michele Harris leverages 20 years experience developing revenue-rich marketing and business development programs for Fortune 500 companies and premier advertising agencies. As CEO and Chief Matchmaker of Smarti Solutions, provides smarts in the areas of marketing strategy, agency selection and business development to help businesses prosper. Michele has managed hundreds of reviews for Advertising Agencies, Public Relations Firms, Branding, Direct Marketing, Digital, Media and Marketing Companies, saving time and turmoil on both sides. She has also helped agencies uncover their competitive differentiators and improve new business pitches. She has been covered by The NY Times, NY Post, PR Week, Inc. Magazine, CNN’s Money Magazine and Crain's BtoB Magazine. To get sales and marketing guidance or assistance finding just the right advertising agency, PR firm or marketing company for your business’ needs, visit http://www.getsmarti.com 

 

 


Click here to visit Michele's website.
Dashed Line

More from Michele Harris
Selecting a Marketing Company Dos and Musts
Opportunity in a Down Economy
OnePage Power
Issuing an RFP
Marketing Company Search RFP Cattle Calls Dont Work

Related Forum Posts

Re: what position to request? Re: what position to request?
Re: How can I promote my site? Re: How can I promote my site?
Re: Top 5 Magazines For SEO Re: Top 5 Magazines For SEO
Re: FILL IN THE BLANK: One thing I did to grow my business today Re: FILL IN THE BLANK: One thing I did to grow my business today
Re: Wordpress Hosting Paid 4 in Beer... Re: Wordpress Hosting Paid 4 in Beer...

Share this article. Fund someone's dream.

Share this post and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.
Share for a Cause
Featured Blog



Worksheets
By: Evan Carmichael

Do you have what it takes to be an entrepreneur?

8 Powerful Steps to Finding Your Passion

Does your pitch suck?

Create a plan of attach to launch your new business.

8-Cover

Like this page? PLEASE +1 it! Evan Signature
Bottom Footer



Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!
Name:
Email:
Popular Articles

Exercises to Keep Your Mouse From Biting You

3 Health Insurance Misconceptions

Build Corporate Credit for Your Small Business

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.