I’m asked all the time to evaluate websites. Unfortunately what I see most of the time is poor. And guess what? When people tell me about the numbers – the actual sales from the website, those results are dismal too. There are several reasons for that and by the end of this article you will see why.
Our website, The Sales Mall produces an enormous amount of profit for our company. We have applied the best of direct response advertising and marketing principles and most, if not all, of those strategies work just fine for the Internet. One person attending a recent seminar in Texas sent me an email a few days after the seminar. He said that after making just one change to his website (Using the word FREE), he got six leads in 24 hours and made two sales. Up to that point, he hadn’t even gotten an inquiry at this website. So these strategies work.
Strategy #1 Get the right concept.
Too many websites are nothing more than glorified brochures. Doing that won’t work to produce sales. It might make you feel good but what you should do is focus on so much more. Concept. If you look at most websites, the concept is “Look at me.” I’m suggesting you start by figuring out what problems your prospects have and offer solutions on your website to those needs and problems. For example, if you sell insurance, and your primary prospects are small business owners, then you might want to have a concept that is designed to help small businesses do better in business. Most insurance people simply put up a brochure-like website. If you offered information, which your prospect would find helpful, you would be further ahead.
Strategy #2 Share the benefits.
What’s in it for them? Similarly, these sites for sore eyes don’t tell viewers how they will benefit from visiting the site. Here’s a hint: people will stay because you save them time, save them money, inform them or entertain them. Let’s face it, people surf the net at 1,000 miles per hour. If you don’t have some way to keep them around, they’ll be gone faster than a New York minute. In addition to giving benefits, I believe most of the content should be focused on them and not you. People don’t care about you; they care about themselves and their problems. So offer them what they want. Someone once told me that you “Sell what they want and give them what they need.” Good advice.