Tuesday, October 09, 2007
3 Steps to Mistake-Proof Your New Website
"I don't really need a shopping cart."
"I can just send out my ezine as an email."
"My website name will be very specific to my current business."
When you're growing a business, it is tempting to focus on the
short term. A shopping cart seems like an expensive hassle.
Blogger.com gives you the fastest, easiest blog set-up. And
your website name? Well, at least you bought a domain.
Then you get growing pains. You realize you have no way to
track your ads. Your upscale clients want to use their credit
cards and pay fast. Your business expands in scope and now
you face a branding challenge.
My suggestions:
(1) Get the least expensive version of a top quality
shopping cart as soon as you can possibly afford it.
Get ready to take credit cards before you need them.
My very first client actually called me on the phone.
He was ready to hire me on the spot. His only question:
"Do you take American Express?"
Fortunately, I could say yes. By a stroke of luck,
my shopping cart was up and running.
(2) Learn how to use the cart as fast as possible so
you won't leave money on the table. Christina Hills, the
Shopping Cart Queen, helps you make money with the cart.
Get her reseller version, which includes valuable tips.
Start here.
(3) Plan content for easy reading and smooth navigation.
Make it easy for readers to discover what you offer and buy from you.
For example, look at Robert Middleton's
website marketing system.
And of course if you're considering your site, I would recommend
signing up for my Diagnostic Service.
We'll discuss your notes and plans. I would not be surprised if I saved you 10 times the cost of the service. Yes: that's only a drop in the bucket to what simple mistakes can cost.
I know. I made most of them. I've hired many resources that didn't help. For my current list of recommended services, click here.
Labels: g, new website, shopping cart, website marketing
Thursday, October 04, 2007
Does Your Website Radiate Energy
Have you ever noticed how you feel after visiting a
website? Most of us don't realize how we react
emotionally. We might feel a little bored. We might
find ourselves reaching for the mouse to click away.
Or conversely we're drawn in to the website. We want
to stick around: we feel good while we're there.
In my experience, when your website radiates energy,
readers hang around. They want to stay, just as they
want to hang out with vibrant people. And they're more
likely to click through to sign up for your offerings
and page through your articles.
Five tips for energizing your website:
(1) Use strong verbs that carry emotional charges and
communicate energy: : Smash, Hammer, Develop, Master,
Triumph, Crush.
Use strong verbs in your headlines as well as opening
bullet points and even lists. But strong verbs are
like cooking spices: use sparingly and creatively to
create flavor. And be natural: readers notice when
their copywriter seems to be grasping for novelty.
(2) Create a show room, not a tea party.
Phrases like, "Welcome to my site," and "Please look
around my website" will signal, "I'm not really
comfortable with marketing."
Let's face it. Your visitors know they're welcome.
After all, you bought a domain name and paid for
hosting! And of course you want them to look around:
you've provided at least one menu bar. Like, duh.
That said, I know a few people who violate this
guideline, yet attract lots of business. I would
encourage them to run a test, comparing the
"welcome" site with a more direct
marketing site. Some markets respond to gentle.
(3) Paint word pictures.
We've all heard "perfect life," "take it to the next
level," and even "boost your business." Instead, let
your readers put themselves in the picture.
"Imagine yourself in a bookstore, standing next to
your published book..."
You can be even more vivid:
"Imagine yourself signing your first published novel
in the Miracle Mile Borders Bookstore..."
(4)Choose photos and images that supplement your copy.
Photos of sailboats, mountains and rivers. Woodland
scenes. Sunset over the Golden Gate bridge. If you're
a scenery photographer, include them all. If you're a
sailing instructor, definitely include photos of
sailboats, preferably with yourself in your
instructor's role.
But if you're a business consultant, use photos of
yourself working with clients. If you use stock
photos of people, dig for photos you won't find on
every site. There's one photo of a young woman with a
laptop that seems to show up everywhere we look.
(5) Quote yourself -- not Chopra, Gandhi, Kennedy,
and other iconic figures.
Don't get me wrong. These folks are worth quoting.
But for your website, use your own words to share your
message. You'll come across as more authentic and
convincing. Your readers stay focused and, yes,
feel energized by your words.
website? Most of us don't realize how we react
emotionally. We might feel a little bored. We might
find ourselves reaching for the mouse to click away.
Or conversely we're drawn in to the website. We want
to stick around: we feel good while we're there.
In my experience, when your website radiates energy,
readers hang around. They want to stay, just as they
want to hang out with vibrant people. And they're more
likely to click through to sign up for your offerings
and page through your articles.
Five tips for energizing your website:
(1) Use strong verbs that carry emotional charges and
communicate energy: : Smash, Hammer, Develop, Master,
Triumph, Crush.
Use strong verbs in your headlines as well as opening
bullet points and even lists. But strong verbs are
like cooking spices: use sparingly and creatively to
create flavor. And be natural: readers notice when
their copywriter seems to be grasping for novelty.
(2) Create a show room, not a tea party.
Phrases like, "Welcome to my site," and "Please look
around my website" will signal, "I'm not really
comfortable with marketing."
Let's face it. Your visitors know they're welcome.
After all, you bought a domain name and paid for
hosting! And of course you want them to look around:
you've provided at least one menu bar. Like, duh.
That said, I know a few people who violate this
guideline, yet attract lots of business. I would
encourage them to run a test, comparing the
"welcome" site with a more direct
marketing site. Some markets respond to gentle.
(3) Paint word pictures.
We've all heard "perfect life," "take it to the next
level," and even "boost your business." Instead, let
your readers put themselves in the picture.
"Imagine yourself in a bookstore, standing next to
your published book..."
You can be even more vivid:
"Imagine yourself signing your first published novel
in the Miracle Mile Borders Bookstore..."
(4)Choose photos and images that supplement your copy.
Photos of sailboats, mountains and rivers. Woodland
scenes. Sunset over the Golden Gate bridge. If you're
a scenery photographer, include them all. If you're a
sailing instructor, definitely include photos of
sailboats, preferably with yourself in your
instructor's role.
But if you're a business consultant, use photos of
yourself working with clients. If you use stock
photos of people, dig for photos you won't find on
every site. There's one photo of a young woman with a
laptop that seems to show up everywhere we look.
(5) Quote yourself -- not Chopra, Gandhi, Kennedy,
and other iconic figures.
Don't get me wrong. These folks are worth quoting.
But for your website, use your own words to share your
message. You'll come across as more authentic and
convincing. Your readers stay focused and, yes,
feel energized by your words.
Labels: authenticity, copywriting, energy, website copy
Headline Formulas?
Recently I ran across an article from a "name" website marketer,
advocating a headline formula. Ask a question. Mention struggle.
And so on.
The problem is: Not all markets respond to any formula.
Dan Kennedy (the copywriting mega-guru) says some markets don't
respond to long copy sales letters. Michael Fortin sometimes
uses new headline formats instead of questions.
I tested 2 forms of headline on my website
http://www.midlifecareerstrategy.com
The first was a question type headline, the kind you learn in
copywriting. The current headline out-performed the question
significantly, with twice as many click-throughs.
Like I say: Three four-letter words of revenue-generating
websites: COPY. TEST. LIST.
advocating a headline formula. Ask a question. Mention struggle.
And so on.
The problem is: Not all markets respond to any formula.
Dan Kennedy (the copywriting mega-guru) says some markets don't
respond to long copy sales letters. Michael Fortin sometimes
uses new headline formats instead of questions.
I tested 2 forms of headline on my website
http://www.midlifecareerstrategy.com
The first was a question type headline, the kind you learn in
copywriting. The current headline out-performed the question
significantly, with twice as many click-throughs.
Like I say: Three four-letter words of revenue-generating
websites: COPY. TEST. LIST.
Labels: revenue generating, website marketing
