Why,Some,Web,Sites,Sell,and,Ot marketing Why Some Web Sites Sell and Others Don't

Automation technologies represent a fundamental aspect of any modern industry. The major types of industrial automation solutions, such as DCS, PLC, SCADA, and MES, are used on a large-scale in process and discrete industries.DCS technologie Awhile ago, I got an email from one of the "gurus" I follow and it shocked me. The gist of it was this person wanted to trade services for a household item.To say it floored me would be an understatement.What was worse was a few days later t

Why is it that some web sites help sell products andservices while most languish in obscurity and only serveas a drain on finances? Web sites are relatively low incost to build and manage, and have worldwide reach.They can help you grow your business and in some casesbe the primary source of new business. Yes, a web sitecan be the next best thing since sliced bread.Why don't most web sites attract prospects, help convertthem to clients or customers, or function as a source ofrevenue? To answer this question for your own web site,focus on its purpose. For most independent professionalsand small business owners, web sites are meant to:* Attract as many qualified prospects as possible* Build a target list of people who want you to marketto them* Convert prospects to clients and paying customers* Convert clients to repeat clientsIf your web site does these things, it's a winner. If not,then its time to review what is working and what isn't.WHY MOST SITES DON'T WORKMost sites are, in a word, boring to others than the creators.They focus on the firm's services, products, processes andcredentials. They are a turnoff to prospects and can keepyou from earning money. If your web site shouldn't be aboutyour firm what should be the primary content?CLIENT PROBLEM FOCUSED CONTENT SELLSSites that work to sell products and services attract prospectsbecause they provide information prospects want and can useto solve a problem or meet a need. If you're a lawyer, yoursite should focus on legal tips and strategies your targetmarket can use. If you're a graphic designer, includeideas on using design to improve communications, or ifyou're a computer systems expert, give your site visitorstips on keeping their computers from crashing. A writercould include a tutorial on writing with examples of copymakeovers of web pages, press releases or brochures.This educational focus for your web site works for anumber of reasons. People usually search the internetfor free information. Prospects will want to visit your sitebecause they know they can get a couple of ideas theycan use, and by providing this information, you establishyourself as an expert in your field. Finally, yourinformation educates prospects about opportunities theymay not have been aware of.Its content that pulls. Just take a look athttp://drudgereport.com/. No flashy, fancy graphics; juststraightforward content. Yet it pulls in over four and ahalf million hits each day, five and a half million per dayduring this past month and has made Matt Drudge millionsof dollars. Content brings customers to the site and keepsthem there.* What's the content your prospects would love to read onyour site? (Hint: It provides answers to common clientquestions and problems.)SITE DESIGN AND NAVIGATIONMany sites have some educational and client centered contenton their site, but it's buried behind uninteresting homepagesor by flash movies or graphic full pages that turn visitors awayso they never see the good stuff. In some cases it's simply amatter of moving hidden content to the homepage andaugmenting it to give prospects what they want. Use yoursite's design, navigation systems, graphics and links toensure visitors view the content that will interest them andto take the desired action.* What do you want visitors to your site to do?* Does the site design move people to the desired action?HOW TO ATTRACT PROSPECTS TO YOUR SITEOnce you have a web site prospects will want to visit and read,the next step is to find as many ways as possible to pullprospects to your site so they find your great content. Usethese strategies to pull in prospects:* Distribute your articles, including your offer and site link,to every ezine, web site, publication and forum you can.There are thousands out there.* Ask your subscribers to forward your articles to others.* Make it easy for people who visit your web site to send theURL of articles found on your site to everyone in their network.* Help the search engines find your site by identifying the keywords people are likely to use most frequently to search for yoursite. Then put them in the title tag and body of your web pages.IS YOUR WEB SITE WORKING?Does your site pull in a steady steam of prospects, build yourtarget list and supply you with both clients and income fromproduct sales? If not, take a look at your site content, designand promotional strategy. With a little effort you can leverageyour expertise, whether it's about the law, computers, designor writing to create a web site that works to educate yourprospects and to grow your business!2003 © In Mind Communications, LLC. All rights reserved.