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Will You Add? - Two Pillars of a Successful Web Site
“Motivation” can be separated into two words: “Motive” and “Action.” Motivation occurs when you have “A MOTIVE TO TAKE ACTION.”Following are some thoughts to give you motives to take action that will help you increase your sales and profitability.WHY BUY?Stanford Research Institutes Psychographic Profiles were developed in the early 1980’s to assist advertisers in profiling their custom
Then apply the same discipline to every page in each area. Does the page drive your purpose?
Second, understand what your visitor
Quite briefly, I'd like to tell you that I've been a private investigator for over twenty years and recently retired, up to a point. I want to tell you about the possibilities of a private investigator business opportunity, exactly what that means and then you can decide whether or not it is the right choice for you.All of the big firms rarely use in-house staff to effect their briefs. They've got to t
First, achieve clarity on what your site’s core purpose is
Is to provide information? Is it to complete direct sales? Is it to drive prospects to pick up the phone and call you? Is it to start a free trial? To register?
The more companies I work with, especially larger ones, the more apparent it becomes to me that very few sites have absolute clarity of purpose.
All too often, too many different stakeholders impose a variety of different ‘purposes’. The result? A site that is not clearly focused. A site that appears disorganized and complicated to its visitors. A site that wanders, meanders and ultimately fails – because none of the writers or designers really know what they should be doing.
When and if you do achieve clarity as to the purpose of your site, everything becomes easier.
You can look at every page, every heading, every line of content, every link and image...and ask yourself this simple question: Is this content working hard enough to achieve our purpose?
If it isn’t, change it, or dump it. It’s as simple as that.
You may be thinking, “Nick you are so na?ve. Our business is complex. We have more than one purpose.”
That may be. If you are selling high-end hospital equipment, for instance, your site may serve both to drive new sales and also to support existing customers.
That’s OK. But make it clear. Make it clear on your home page. Make it obvious to visitors that there are two distinct areas of the site – one for people who already have some of your equipment, and one for those who don’t.
Then apply the same discipline to every page in each area. Does the page drive your purpose?
Second, understand what your visitors
Does oil and coffee mix? Well it certainly does for one small business in Needles, CA. They have a successful business now in a rather run-down and in economic decline town. Needles although in California is not doing to well these days, worse off in summer it can reach 117 degrees out their in the middle of no-where desert.Additionally there is not a lot of business to be had besides the I-40 traffic
All too often, too many different stakeholders impose a variety of different ‘purposes’. The result? A site that is not clearly focused. A site that appears disorganized and complicated to its visitors. A site that wanders, meanders and ultimately fails – because none of the writers or designers really know what they should be doing.
When and if you do achieve clarity as to the purpose of your site, everything becomes easier.
You can look at every page, every heading, every line of content, every link and image...and ask yourself this simple question: Is this content working hard enough to achieve our purpose?
If it isn’t, change it, or dump it. It’s as simple as that.
You may be thinking, “Nick you are so na?ve. Our business is complex. We have more than one purpose.”
That may be. If you are selling high-end hospital equipment, for instance, your site may serve both to drive new sales and also to support existing customers.
That’s OK. But make it clear. Make it clear on your home page. Make it obvious to visitors that there are two distinct areas of the site – one for people who already have some of your equipment, and one for those who don’t.
Then apply the same discipline to every page in each area. Does the page drive your purpose?
Second, understand what your visitor
The most important letter in direct mail fundraising never aks for a donation. Thank-you letters increase donor loyalty, strengthen relationships and increase your chances of receiving more gifts in the future, including major gifts and legacy gifts.But only if you get them right.Direct mail fundraising is about relationships, not revenue. The only way to generate sustainable income through the
When and if you do achieve clarity as to the purpose of your site, everything becomes easier.
You can look at every page, every heading, every line of content, every link and image...and ask yourself this simple question: Is this content working hard enough to achieve our purpose?
If it isn’t, change it, or dump it. It’s as simple as that.
You may be thinking, “Nick you are so na?ve. Our business is complex. We have more than one purpose.”
That may be. If you are selling high-end hospital equipment, for instance, your site may serve both to drive new sales and also to support existing customers.
That’s OK. But make it clear. Make it clear on your home page. Make it obvious to visitors that there are two distinct areas of the site – one for people who already have some of your equipment, and one for those who don’t.
Then apply the same discipline to every page in each area. Does the page drive your purpose?
Second, understand what your visitor
We are now well into the new millennium. Marketing for small businesses has changed drastically over the past five to ten years. It is now necessary to market to both your current and potential clients through both online and offline means.The idea is to increase your visibility. There are tens of thousands of realtors across the country. Depending upon where you live there are most likely hundreds or
If it isn’t, change it, or dump it. It’s as simple as that.
You may be thinking, “Nick you are so na?ve. Our business is complex. We have more than one purpose.”
That may be. If you are selling high-end hospital equipment, for instance, your site may serve both to drive new sales and also to support existing customers.
That’s OK. But make it clear. Make it clear on your home page. Make it obvious to visitors that there are two distinct areas of the site – one for people who already have some of your equipment, and one for those who don’t.
Then apply the same discipline to every page in each area. Does the page drive your purpose?
Second, understand what your visitor
If you’re hiring salespeople, you know that how you interview them is crucial. If you’re like most interviewers, your major concern is what questions to ask. But after you’ve asked a great question, how do you follow-up?Increasingly, in today’s world, more and more importance is being placed on asking the applicant to give specific examples, and this is certainly a classic and extremely effective metho
Then apply the same discipline to every page in each area. Does the page drive your purpose?
Second, understand what your visitors are hoping to find
I’m written about this before. But without this second pillar in place, your site won’t work as hard as it should.
Put simply, you need to understand the expectations of your visitors. Understand why they are coming to your site, what they are hoping to find.
When someone arrives at your site, whatever the landing page, they have a ‘pain’ or problem they want solving.
If your site is doing its job, it will take that visitor only a couple of moments before they think, “Yes, I can find what I need right here.”
When that happens, they become filled with confidence.
It’s then your job to help that person achieve their task as quickly and as simply as possible.
Both pillars working together
When your own purpose is clear, and when you meet the expectations of your visitors, everything becomes golden. You both get what you want.
How do you get to this ‘golden’ place?
Just step back from your site for a while and do some thinking. Get clarity on the purpose of your site. And go back over your site’s history to figure out what it was people were hoping for when they arrived.
For sure, not everyone came to your site for exactly the same reason – but maybe 80% came for one of three reasons.
This isn’t about achieving perfection. It’s about getting as close as you can.
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