The Power of a Single Action Web Site
The Power of a Single Action Web Site
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.
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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.
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Kim CastleWith 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 |
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I've created this section on my site to share some of the incredible tools that I've used to build my business. I hope you too can benefit from them and look forward to hearing your feedback on the reviews! - Visit Evan Carmichael's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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Dave KurlanDave 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 |
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George LudwigGeorge 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 |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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Cheryl MatthynssensCheryl is a life skills coach, licensed Chemical Dependency Counselor and a 20 year entrepreneur. Cheryl's dedication to achieving a life of balance led to her expanding her teaching from the simple managing of life's daily challenges to adding financial well being as well. A direct marketer with DrinkACT, she is gaining ground in the online community with her concepts of making sure business owners, entreprenuers and employees have well rounded life styles. She opened up a small affiliate site - The Balance Guide- to help others find resources for mental and emotional well being. Visit Cheryl's blog to see more of the diversity beyond business she has began offering online at www.thebalanceguide.blogspot.com - Visit Cheryl Matthynssens's Website |
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