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Planning for a Web Site
Your Strategic Plan
There are millions of web sites on the
Internet today with thousands more being added each day. The
competition is fierce and in order to be successful, you must stay one
step ahead of the game.
Although designing a
professional web site is an important part of your strategic plan, it
is only the first step. Before you begin the actual design process, you
must first determine your overall strategy and design your web site
accordingly.
Internet marketers have basically two choices:
-> Design a mini web site that focuses on just one product or
service, with no other content of any kind.
-> Design a content web site that includes not only your products
and services, but also information and resources that will be of
interest to your target market.
Although both types of sites can be effective,
your success ultimately depends on your site design and marketing
strategies. Both will play a very important role.
Content Web Sites
Content oriented sites are sites that provide
visitors with content, such as articles, tutorials, free e-books and
resources. This type of site attracts their target audience with
incentives. Their products and services are mentioned on the main page
with a link to further information.
Content sites usually profit by educating
their visitors. For example, a content site focusing on dog grooming
might provide a basic tutorial to assist their visitors in learning how
to groom a dog. They provide this tutorial completely free; however,
the main purpose for this tutorial is to educate their visitors and
promote their products.
When you provide your visitors with quality
information that teaches and informs, you are not only gaining their
trust in you by sharing your expertise, but you're also building your
credibility, which is very important on the Internet.
The key to using this technique effectively is
to provide content that targets your potential customer.
Mini-Sites
Mini-sites are different from content sites,
as they don't provide any content. They usually contain one or two
pages and completely focus on one product or service. Basically, the
site is just a sales letter for the product.
No
matter which type of site you design, keep in mind, your web site is a
direct reflection of you and your business.
The appearance of your web site is the most
important factor in determining your web site's value. If your site
doesn't look professional or pleasing to the eyes at first glance, it's
perceived value will be low. The perceived value of your web site will
have a great impact on your success.
On the other hand, you may have a great web
site, well designed and a quality product or service, but if it takes
too long to load, the value will still be perceived as low. Why? Your
potential customer will not wait - ultimately costing you business.
If you're serious about your Internet
business, designing a web site specifically designed to sell your
products is an essential part of your success. Everything within your
web site should have one specific purpose getting your visitors to take action.
Your Strategy
Prior to designing your web site, you must
decide on the type of response you're looking for. For example, if
you're selling a product, the response you're most-likely trying to
achieve is to make a sale. If you're developing a content
site, your main goal for every page of your site should be to lead your
visitors to your sales page. You can accomplish this in a number of
ways, including:
1.
Display a graphic image of your product on your main page with a short
ad and a link leading to your sales page.
2.
Create a "Products" section within the navigational menu of each page
with a short description and link to each of your products
3.
Write articles that focus on the same topic as your product. At the end
of the article, within your bylines, provide your visitors with
information about your product.
4.
Write tutorials that target your potential customer. At the end of the
tutorial, provide information about your product.
5.
Provide your visitors with a free auto responder course. Your course
should identify a problem, provide advice in regard to solving the
problem and provide the solution with your products or services. Keep
in mind, your course should not be written like a sales letter. It must
provide quality information written to teach and inform.
No matter what type of response you're looking for, your site must be
specifically designed to achieve your goal. Every part of your web site
must be strategically designed. From your overall design to your sales
copy each will play a very important role.
Your web site is the most important sales tool
you have. A professional web site should be pleasing to the eyes, well
organized, easy to navigate, load quickly and be optimized for the
Search Engines.
Above all else, you must specifically design
your site for your potential customers. Provide them with the
information they desire, while continually mentioning the benefits of
your products, and you'll reap the rewards.
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