Article - THE TWO KEYS TO WEB SUCCESS
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Is your web site working to pull in pr0fits? Discover the two
keys to bringing in t.raffic and s.ales.
THE TWO KEYS TO WEB SUCCESS
By Charlie Cook
Everyone knows the web is a cost efficient way to generate leads
and increase s.ales, but do you know how to make it work for
Yesterday I began to feel like a broken record. John called from
a company in Boston that owns 25 storage facilities in
3 states, then Martha called from a web design firm in Austin,
and Steve called from a computer networking software firm. All
three had almost exactly the same exact question; How could they
turn their web sites into pr0fit centers?
There are two key elements to creating a web site that sells.
You need visitors, you need to convert visitors to leads and
then you need to convert leads to s.ales. You probably knew this
already, but do you know how to put these two elements together
to generate a flood of new business?
1. Create A Web Site that Sells
Before you can expect to generate a single lead or sale, your
web site may need a tune-up. Your site needs to get your
prospect's attention, keep their attention long enough for you
to get your message across, and motivate them to contact you or
buy from you.
When a site visitor sees your homepage, or any page on your site
for that matter, you've got at most 3 seconds to get their
attention and interest them in reading more.
Your site needs to instantly give visitors a reason to not click
to another web site, say, one of your competitor's.
Does your website have that kind of stopping power?
Once your web pages have gotten your prospect's attention, you
need to engage them and get them thinking about how you can help
them and why they need your products and services.
Think of this as the beginning of a conversation that they'll
want to continue by contacting you or purchasing from you. Look
at and read your site from your prospect's perspective; is it
The next step is to prompt prospects to contact you. The visual
elements and marketing copy on your site should prompt prospects
to take the next step. Does your site do this?
Once your site is generating hundreds of leads a week, you're
headed in the right direction. N0w, how will you convert your
qualified leads into s.ales?
The average business loses 80% of s.ales due to lack of
follow-up. To avoid losing s.ales, give prospects the
information they need to trust you, to value your products and
services and to remember you. Do these three things and your
conversion rates will soar.
2. Pull in Thousands of Prospects
If you've got a site that grabs your prospects' attention,
engages them and then prompts them to contact you, you're ready
to build t.raffic to your site. There are two primary ways to
get prospects to your web site.
Improve Your Search Engine Positioning
Most people who arrive at your site will start their trip at one
of search engines. If your site is listed at the top when your
prospects use relevant keywords in a search, they'll be more
likely to find it and visit it.
It's not easy to push your site to the top of the search engine
listings. A whole host of variables affect what is referred to
as your site's "organic position" in the search engines. The
most important are your use of keywords and metatags, and the
number of links to your site.
You can improve your sites' ranking in the search engines using
a few key strategies that include where and how often you use
your keywords and links including our keywords. This involves
carefully coding each of your web pages, a painstaking process.
The alternative is to pay someone else to do this for you.
While there are thousands of firms that can supposedly put your
site at the top of the search engines overnight for a few
dollars, don't be duped. This process is long and tedious and
the reputable firms take 2-6 months to provide results and
charge between 10-15 thousand dollars a year to maintain your
Advertise with the Search Engines
For many small businesses, pushing your site's organic position
to the top of the search engines can take too long or be too
costly. You may want to get more visitors to your site to
supplement the t.raffic you're getting or hope to get. One way
to do this is to pay to have your ads appear in the search
Overture and Google's pay-per-click AdWords program are the most
effective types of online advertising. I find Google's much
easier to use and provides better results, but you should test
You can also pull visitors to your site by distributing your
articles online, using a blog, and advertising in email
Create a web site that uses design and copywriting to engage
your prospects, and a distinct strategy to convert them from
visitors to customers. Then implement a system to drive t.raffic
to your site and you'll have both lots of leads and s.ales.
2005 © In Mind Communications, LLC. All rights reserved.
The author, Charlie Cook, helps service professionals, small
business owners and marketing professionals attract more clients
and be more successful. Sign up to receive the F.ree Marketing
Strategy eBook, '7 Steps to get more clients and grow your
business' at www.marketingforsuccess.com
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