1. Letting techies or graphic artist dictate your website.
First, of all, let me create more enemies. NEVER LET A TECHIE OR A GRAPHIC ARTIST RUN YOUR SITE. What does an HTML programmer know about marketing? You should know that websites are losing money, left, right and center. Part of the reason is because the person responsible for sales is abdicating their responsibility for website success by turning everything over to the IT person or a graphic artist. Rule #1: The most senior person responsible for sales should dictate the website strategy. Pretty sites are nice but the focus of your website should be “MAKE MONEY.”
2. Not using the word FREE
If you read my columns at all, you’ll know that I’m a nut for using the word FREE. People love FREE stuff, especially the Internet crowd. My site (http://www.salesmall.com) has an over-abundance of the word. The reason you want to use it so much, is to capture the name. If you give a FREE report, booklet, audiotape, evaluation or anything, people will give you their email address. Building your database is one of the most important strategies in any business. Using the word FREE will keep them at your site longer and increase the word of mouth advertising.
3. Not giving reasons to come back
The trick with Internet marketing is getting people to return to your site often. Giving them reasons to revisit your site will increase the likelihood that they will purchase, or read more about you, or drop you their name and email address. One of the best features having a website is its ability to make people who are predisposed to buy what you sell identify themselves. If you update your site often they will come back. Successful sites need to be more than glorified brochures.
I can’t believe how lazy or unimaginative people are when it comes to Internet marketing. They have access to millions of other examples, still they choose to design sites that look exactly like all the other sites. This relates to point #1 and giving all the responsibility to others to create and manage your site. Go to http://www.sausage.com and download Hot Dog, an HTML editor. It’s so easy, you’ll wonder why everyone is spooked about designing web pages. If you can type, you create interesting websites.
5. Lack of content
Someone has said that the 3 laws of website success are: Content, Content, Content. If you bore people, they won’t stick around. You will do better if your site is “informational” rather than “commercial.” Sure, you can sell stuff, but give them lots of neat and wild information. One reason this is so important is because sites with anything wild or unusual will almost certainly get FREE publicity. To see what I mean, have a look at one of the coolest sites, in my view anyway. It’s from a Taxi Driver in America. See http://www.ultimatetaxi.com.
Gerry Robert is the international bestselling author of The Millionaire Mindset and five other best-selling books. Gerry has an inspirational story, going from from poverty to earning millions in a single year. Today Gerry is mentor to some of the highest income earners in the world. He has spoken and addressed over 3 million people in his various live events and has worked with many fortune 500 corporations like IBM, ReMax, Royal Bank, CIBC, Air Canada, Investors Group, Prudential, Malaysian Airlines, General Motors and many more.