Composition of a Highly Converting Website

Target Audience

The foundation of effective web marketing is the ‘who. ’ Determining your target audience, their needs, wants, level of knowledge, goals, and so on is critical to creating an internet site that will be effective at either leads or e-commerce.

Message

Flowing directly from who you want to target, is the question of what you want to say to them. Your core message offers your value proposition in a definite and compelling way. Your core message is not a mission statement, or an exec summary of your tactical plan. Your core concept is essentially a list of the reasons that people do business with you : written from their perspective.

Site Structure

Many websites are little more than on-line brochures. Visitors are free to click between this page and that, reading a little here and slightly there. http://www.profitmaster.com.au/web-development-services/ The particular result is that a site visitor develops very little emotional attachment, and the ‘back button’ is increasingly enticing. Sales people intuitively understand that their message must be delivered in the right collection – A, B, Chemical, then D, which causes E. A website that is carefully structured can attempt same effect, building understanding and buy-in, step-by-step. On the conclusion of that ‘presentation’ the visitor takes the next step willingly.

Telephone calls to Action

Asking a web site visitor to take the next step is the ‘call to action’. This is actually the “contact us”, “join our mailing list”, or “sign up today” option, which informs the site guest of the correct next step. Most people are grateful to be guided through the process of evaluating a product or service, so if you tell them that the next step is to sign up for a 30-day trial, many of them will.

Lead Get

Actually capturing contact (and qualification) information from leads is relatively easy with today’s technology. Some simple web scripts and an effective ‘off the shelf’ business database are all that are essential. Many companies set up automated responses, saving time and energy, and making sure their sales people spend personal time with only the most certified leads.

Good Graphic Style

Unfortunately, many companies spend 90% of their web budget on studio, and only 10% on ‘the other stuff’. Graphic design will serve two purposes: 1) to establish credibility, and 2) to entice visitors to read your text. Credibility is established every time a company uses effective studio and ‘looks big’. On-line it’s hard to tell, but bad graphic design leads visitors to assume that your company is small. Once credibility is established, visitors will spend some time evaluating your unique message.

Site Promotion

As soon as your site has been optimized to maximize transformation rates, using the strategies listed above, site campaign activities should be used to drive increased traffic on your site. Site promotion runs from listing your website on your business playing cards, through expensive and time consuming Seo strategies to increase your ranking on websites like Google. The area of site promotion can become a minefield to those new to online marketing.

Perhaps the 3 most cost effective strategies to investigate are:

• Email Marketing
• Search engine Marketing
• Search Engine Optimisation
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