The Problem With Your Web Site
The Problem With Your Web Site
On the other end of the spectrum, in a hunt for just the right art for our recently redecorated living room, we found ourselves at an outdoor art show full of artists’ booths, many occupied by the artist. More than once we spotted what seemed to be a likely winner for our room, only to realize the booth was empty, or the artist occupied with her next masterpiece. No one seemed to want to make the sale – none asked for our business.
Both of these stories illustrate what’s wrong with most web sites.
Daily we get requests from clients and potential clients to get higher internet search engine rankings for their web sites. It’s a very smart move because of the consumer shift to web based searches for products and services. More people use the internet to find companies and products than any other single source, including telephone directories.
The importance of search engine optimization can’t be overstated, but it is only half of the equation. Successful SEO will put your web site in front of your customers at exactly the right moment, when they are searching for products and services like yours. Putting it in the right place at the right time means that more of your customers will find their way to your web site.
But then what?
This is the other half of the web site equation where most fail. The first rule of selling is: ask for the sale. On the web, your site is like your salesperson and, as such, it must “ask for the sale” – if not an actual sale, then some call to action.
It’s easy enough, but, like the car dealer, many web sites fail to recognize where the customer is in the buying cycle and push too much for the final sale, failing to give the customer the information he needs to make that decision. Like the artist’s booth, many sites don’t ask for the sale or they do not have a call to action.
In both cases, the greatest SEO strategy in the world will not help. Just like a storefront operation, your web site needs to attract customers and, once there, you need to ask them for the sale.
The Problem With Your Web Site - To learn more about this author, visit Max Kalles's Website.
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“I can get you a better price than that”, said the new car salesman after I inquired about a sticker price. It was the start of a confusing exchange where, as I eventually discovered, to find the best price, I needed to make an offer. I didn’t want to make an offer, I just wanted to know the best price for the car.
On the other end of the spectrum, in a hunt for just the right art for our recently redecorated living room, we found ourselves at an outdoor art show full of artists’ booths, many occupied by the artist. More than once we spotted what seemed to be a likely winner for our room, only to realize the booth was empty, or the artist occupied with her next masterpiece. No one seemed to want to make the sale – none asked for our business.
Both of these stories illustrate what’s wrong with most web sites.
Daily we get requests from clients and potential clients to get higher internet search engine rankings for their web sites. It’s a very smart move because of the consumer shift to web based searches for products and services. More people use the internet to find companies and products than any other single source, including telephone directories.
The importance of search engine optimization can’t be overstated, but it is only half of the equation. Successful SEO will put your web site in front of your customers at exactly the right moment, when they are searching for products and services like yours. Putting it in the right place at the right time means that more of your customers will find their way to your web site.
But then what?
This is the other half of the web site equation where most fail. The first rule of selling is: ask for the sale. On the web, your site is like your salesperson and, as such, it must “ask for the sale” – if not an actual sale, then some call to action.
It’s easy enough, but, like the car dealer, many web sites fail to recognize where the customer is in the buying cycle and push too much for the final sale, failing to give the customer the information he needs to make that decision. Like the artist’s booth, many sites don’t ask for the sale or they do not have a call to action.
In both cases, the greatest SEO strategy in the world will not help. Just like a storefront operation, your web site needs to attract customers and, once there, you need to ask them for the sale.
The Problem With Your Web Site - To learn more about this author, visit Max Kalles'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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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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