Internet Marketing: Turn Your Website
Into a Super Selling Machine!
Let's just start off by
saying that you MUST have a website. No ifs, ands, or buts. Without one,
your prospects will not perceive you as a professional. Plus, you are
missing out on so many potential sales and marketing opportunities if you
don't have a website.
A website is one of the most powerful
marketing tools that you can implement. You can update it immediately; it
is unique to your business; it can be seen by thousands of people who are
searching for EXACTLY what you have to offer; and it works as your sales
force 24/7. And, it can be expanded and changed over time.
A website is a crucial marketing tool
that can do the following for your business:
-Increase your visibility and
-Provide instant information and answers
to your prospects' questions.
-Show your prospects that "I know
how you feel."
-Allow your prospects and customers the
ability to see the full spectrum of your services/products.
-Give your site visitors a taste of your
personality – you are already building a relationship with them before
you ever talk to them!
-Tie together all of your other marketing
-Offer a storefront to sell your info
products including reports, books, tele-classes, e-courses, and digital
-Expand your geographic reach to a much
-Provide a place for referrers to send
their friends and associates.
-Decrease the length of your sales cycle
because by the time your prospects call you, they have had an opportunity
to learn about your business online.
Ask yourself a question, "If your
website were a salesperson, would you fire him or her?" If the answer
is "yes," well…we have some work to do!
Don't try to design your own website
(unless you are a web designer). There is a steep learning curve and you
should devote your time to revenue-making activities. And unless you have
a background in web design, your site will look like YOU designed it.
When you hire firm to design your
website, make sure you find an company that understands marketing, as
well. There are some web designers who can make your website look pretty,
but it may not be effective as a sales tool. You want a team who can make
your site easy to navigate with a compelling design AND works for you to
sell your services and products.
Key pages for your website includes:
-Home page: Your home page is the most
important page – this is what people will see first. This must be a page
that operates as a Sales Letter that explains what you offer, how you will
solve your prospects' problems, and what action you want your website
visitors to take.
-About: All about you, your business,
your staff, company history, and philosophy. You can explain how you work
and your approach.
-Services/Products: This is a place where
your site visitors can go to find out more about what you are selling.
-Contact: Provide a place to give your
contact information. Make it as easy as possible for people to get in
touch with you.
-Other Key Pages: Other pages could
include Clients (list of your customers), Case Studies (demonstrates who
you have helped and how), Testimonials (your customers' raving reviews),
Resources (things that your prospects and customers may find helpful.
People don't read websites like they read
a newspaper or book. Instead they scan until they find a link that looks
interesting and then they click on it. Therefore it is crucial that you
make your website pages compelling and make it obvious what a person is
supposed to do next. For example, "Purchase now" or "Read
On your homepage, start with a compelling
headline that speaks directly to your target audience. Next, create a
series of "pull" marketing questions or statements for your home
page. These are problem-oriented - your prospects should be able to read
these and answer, "Yes!"
Then, tell your site visitors that they
have a way out. Explain exactly what your prospects can do to solve these
problems you've just laid out. Always provide a call to action. Be sure to
explain EXACTLY what you want your visitors to do. For instance, you may
want to get them to subscribe to your ezine, go to a specific page, or to
register for a seminar.
In your website, be sure to include pages
in your website that give a comprehensive explanation of your services,
products, or programs. Be sure to give visitors information about you and
your staff, your clients, the way you work, and be sire to include
testimonials. I also recommend that you provide a way to capture the names
of your prospects. There are many effective online tools to do this.
Otherwise, they can move on and you may never hear from them again. So,
offer a free report and/or an ezine in exchange for your visitors' contact
ACTION ITEM: Do you have a website
currently? If you don't yet have a website, what can you do to build an
online presence? What pages will you include? If you already have a
website, is it working for you? What can you do to your current website to
improve its selling power? What areas can you add to your website (or plan
for a new site) to enhance its stickiness – how can you keep people
coming back? Get started now as it can often take weeks or months to
overhaul a website to make it a super selling machine.
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