Does your web site produce what you expect from it?
In my experience most web sites, including one of mine, achieve very little, despite spending considerable sums of money on Search Engine Optimization, key words etc.
Good page ranking by Google seems to have questionable benefit.
When you get a lot of traffic as a result of web based promotions, you often get a lot of very unqualified traffic, so often conversion rates are very low. So what can one do to change this?
It seems that the prevailing wisdom says it is important to give prospects lots of choice, prevailing wisdom also suggests letting the customer control the sales process.
Another popular belief is that people don’t read on the web, so you have to be very brief.
I quickly grew tired of my poor results. I am impatient and I also don’t like to keep repeating things that don’t produce results. Quite frankly the conventional wisdom didn’t seem to be working for me.
So I sought the advice of Bob Serling, a brilliant information products marketer who writes an e-zine called Direct Marketing Insider; www.directmarketinginsider.com
Based on what I have learned from Bob and my own experience, I now believe that this prevailing wisdom is preventing many sites from achieving their full potential.
Bob has pioneered a concept called Single Action Web Sites (SAW). SAW’s do exactly what they say. On a SAW you can only do one thing.
This means you have to have a very clear strategy and that you have to market your products or services one at a time. This could be a challenge if you have a large number of products; however for my purposes it made sense.
On my Results Exchange site, there are dozens of choices of things you can attend, look at, read, see, listen to etc.
Rather than re-work this site, I created a brand new website packed with useful information. I also wanted to be able to assess them side by side.
The new site’s designed only to get visitors to sign up for this newsletter. If you would like to see a SAW in action please visit www.streetsmartmarketer.com I think you will find it instructional.
Taking a leaf out of direct response marketing Bob Serling believes that all the choice you get on “cafeteria” site simply confuses prospects and most end-up by doing nothing.
When you go to streetsmartmarketer.com web site there is a sales letter for this newsletter, an archive of past issues and a subscription form for new subscribers. You can’t buy anything, you can’t see pictures of me playing golf or of my kids and you can’t download anything other than past issues.
Although the site is new and I have not had time to drive traffic to the site, our conversion rate for visitors to the site has increased from less than 5% of visitors opting-in to about 60% opting-in. I would call that success. Also we are getting more new subscribers from the new site than the old even though we have not promoted it. I will give you updates as I begin to actively market the site.
Obviously, if you are receiving this, we already have your e-mail address, so when you visit the site please enter the address of a friend who could use some insights on how to grow their business more rapidly. Just put in their first name and their email. If you like you can add your name in the “referred by” space.
Most important, please let them know YOU did so, as we will immediately send them the latest issue so they can begin to grow their revenues more rapidly and I don’t want to be labeled as a spammer.
Don’t enter your own name unless you want to get the same issue in your mail box more than once.
In future each of my services will have its’ own site, and I will direct prospects to each site as appropriate.
The Power of a Single Action Web Site - To learn more about this author, visit Michael Hepworth's Website.
Like this article? Share it with your friends
 |
Related Articles |
|
 The Importance of a Sitemap
|
| |
A sitemap literally acts as a map of your site. If your visitors browses your site and gets lost between the thousands of pages on your site, they can always refer to your sitemap to see where they are, and navigate...
|
|
Understanding the quality inbound links for improving your rankings at Google.
|
| |
I thought would try to offer some perspective on links and their impact on Google rankings today. Google still values links and moves websites up in their organic rankings because of links. Inbound links to your web...
|
|
Internal Linking in your website
|
| |
Internal cross linking basically refers to how you link content across various pages within your own website. Internal cross linking is considered as one of the key to helping users quickly and easily navigates thro...
|
|
7 Ways to Make Your Home Page a Home Run for Usability
|
| |
Your home page is the single most crucial page of your site. This is the page that will be the primary entry point for a majority of your visitors. It is also the page that sets the stage for the rest of the site gi...
|
|
Many Franchisors Prefer Multi-Site Operators These Days
|
| |
Franchisors are increasingly taking in more multi-site franchisees because they provide several facilities. For example, this way, the franchisors don’t have to individually develop a territory one at a time and can...
|
 |
Related Businesses - Evan Elite Authors |
|
Kim Castle
With nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation.
BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them?
If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
|
Dave Kurlan
Dave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development.
Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit.
He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine.
He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball.
He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
|
George Ludwig
George Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance.
Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson.
His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more.
George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
|
The Evan Elite Authors program is currently in beta phase. For details please contact us.
|
|
|
|
![[Get Copyright Permissions]](http://license.icopyright.net/images/icopy-w.gif){kind=small}
