When evaluating a client’s website, there are three questions we always start with:
1. What purpose is the site to serve?
2. How will the site be promoted?
3. What action do you want your visitor to take?
Like any other marketing activity, your website should be designed to generate or support business. As your adverts, brochures, direct mail campaigns and sales people are accountable for their results, so should be your website.
There are several ways your site can be promoted. Other ways exist, such as placement of ads on other sites; link exchange, article submission and feature article writing, but these three are the most important.
1. “Natural search” – this is where a site’s copy and “tags” are optimised to enable search engines to identify their content as highly relevant to search criteria 2. Paid ads – this is where adverts such as those found on the right hand side of Google’s search pages are used to encourage click-throughs. You only pay for the ad when someone uses the link to find your site 3. Off-line promotion – where hard copy newsletters, press releases, adverts, business cards, sponsorships etc. are used to drive traffic to the site by means of entering the URL directly into the browser If your goal is simply to generate subscribers to an ezine (electronic newsletter), then the cost per subscriber can be greatly reduced by using the offer of a report or article in return for subscribing. A word of caution here: you need to be careful about anti-SPAM legislation, especially if your subscribers are in the USA.
Establishing your website is not simply a matter of throwing a fancy design and a few pictures online. Neither is your website just an electronic brochure. It needs thought, planning and a management strategy.
So Now You Have a Website What Next - To learn more about this author, visit James Yuille's Website.
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James Yuille
(Visit James's Website)
James Yuille is best known for taking a
straightforward approach to customer
generation and retention. His sales career
started when he sent a direct sales letter
to a potential employer who hired him
without even interviewing him. For 33
years he has generated new business in a
variety of markets; representing
multinationals and small business with
both products and services. He has sold
the 'unsellable' and has taught hundreds
of salespeople how to improve their
results. He provides practical, sensible
cosultancy services to small and medium
sized businesses and has been responsible
for many successful on and offline
marketing campaigns. More than a marketing
consultant, yet not a business coach,
James partners with his clients to see
things from their side of the desk.
He is a trainer, consultant and copywriter
who is interested in two things; helping
you identify what works and keeping you in
focus.
Find out more about James Yuille at www.Jam
esYuille.com
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