Web sites are one of the most inexpensive ways to market a small business. They allow you to reach out to prospects worldwide or in your own backyard.
Your web site can be updated quickly, easily and inexpensively.
And, best of all, you can track everything you do online. That means you can be constantly fine-tuning your website to get better results.
Your 24-Hour Sales Force
People research products and services online before purchasing. It's the most convenient way to do so. Plus, they can do it anonymously.
They don't have to worry about pushy salespeople bothering them. And, they can do it whenever is convenient for them.
Your web site can sell your products and services 24/7 worldwide. That's like having a sales force working around the clock, that you don't have to pay sales commissions to! It's difficult for me to come up with another marketing avenue with so many benefits!
Key Factors: Traffic and Conversion
For your website to be a valuable marketing tool, you need two things: first it must be getting visitors, and second it must be effective at converting those visitors into prospects or clients.
I wrote an article about generating website traffic back in November which is posted on my website.
Right now we're going to take a look at how well your home page represents your business and your brand, and how well it converts visitors into prospects and clients.
Because if your website looks beautiful but it isn't bringing you prospects and clients every single day, it's not a marketing vehicle, it's just an online brochure ... a pretty picture.
Your website should be a valuable tool in your marketing arsenal.
So if you're not currently generating as many prospects and clients from your website as you'd like, take this week's Marketing Step to see if your website needs a tune-up.
A Simple Step to Improve Your Marketing Effectiveness
Look objectively at your website home page and answer the following 10 questions.
(1) Is it clean and simple, or is it crammed with too much content?
(2) Does your eye follow a logical path down the page? Or, does it jump all over the place, not knowing where to look first?
(3) Is it clear to your visitors what action you want them to take?
(4) Do you want them to subscribe to your email list?
(5) Do you want them to call you?
(6) Do you want them to email you?
(7) Is the headline large enough to attract attention?
(8) Does the headline address your ideal clients and the problem you can solve for them?
(9) Is your navigation a short list of choices, or a long overwhelming list?
(10) Is your home page consistent with your brand, in content and design?
How did your home page do?
Did it pass with flying colors? Fail miserably? Or, maybe you're not sure? I encourage you to take the next step and answer this question honestly. Then take steps to tune-up your home page so it becomes a client-generating marketing tool.
