The 7 Components Of Effective Website Design And Marketing

1. Target Audience: (Who Buys From You?)
The foundation of​ effective web marketing is​ the​ 'who.' Determining your target audience,​ their needs,​ wants,​ level of​ knowledge,​ goals,​ etc is​ critical to​ creating a​ website that will be effective at​ either lead generation or​ e-commerce.

2. Core Message: (What Exactly do you​ Offer?)
Flowing directly from who you​ want to​ target,​ is​ the​ question of​ what you​ want to​ say to​ them. Your core message delivers your value proposition in​ a​ clear and compelling way. Your core message is​ not a​ mission statement,​ or​ an​ executive summary of​ your strategic plan. Your core message is​ essentially a​ list of​ the​ reasons that people do business with you​ - written from their perspective.

3. Site Structure: (Is it​ Easy to​ Navigate)
Many websites are little more than on-line brochures. Visitors are free to​ click between this page and that,​ reading a​ little here and a​ little there. the​ result is​ that a​ site visitor develops very little emotional attachment,​ and the​ 'back button' is​ increasingly enticing. Sales people intuitively understand that their message must be delivered in​ the​ right sequence - A,​ B,​ C,​ then D,​ which leads to​ E. a​ website that is​ carefully structured can accomplish this same effect,​ building understanding and buy-in,​ step-by-step. at​ the​ end of​ that 'presentation' the​ visitor takes the​ next step willingly.

4. Calls to​ Action: (Ask People to​ Buy!)
Asking a​ site visitor to​ take the​ next step is​ the​ 'call to​ action'. This is​ the​ "contact us",​ "join our mailing list",​ or​ "sign up today" option,​ which informs the​ site visitor of​ the​ correct next step. Most people are grateful to​ be guided through the​ process of​ evaluating a​ product or​ service,​ so if​ you​ tell them that the​ next step is​ to​ sign up for a​ 30-day trial,​ many of​ them will.

5. Lead Capture: (Get Their Contact Info)
Actually capturing contact (and qualification) information from leads is​ relatively easy with today's technology. Some simple web scripts and an​ effective 'off the​ shelf' business database are all that are needed. Many companies set up automated responses,​ saving time and energy,​ and ensuring that their sales people spend personal time with only the​ most qualified leads.

6. Good Graphic Design: (Makes you​ Look "Bigger"!)
Unfortunately,​ many companies spend 90% of​ their web budget on​ graphic design,​ and only 10% on​ 'the other stuff'. Graphic design serves two purposes: 1) to​ establish credibility,​ and 2) to​ entice visitors to​ read your text. Credibility is​ established when a​ company uses effective graphic design and 'looks big'. On-line it's hard to​ tell,​ but poor graphic design leads visitors to​ believe that your company is​ small. Once credibility is​ established,​ visitors will spend some time evaluating your specific message.

7. Site Promotion: (How Will you​ Get Visitors?)
Once your site has been optimized to​ maximize conversion rates,​ using the​ strategies listed above,​ site promotion activities should be used to​ drive increased traffic onto your site. Site promotion ranges from listing your website on​ your business cards,​ through expensive and time consuming Search Engine Optimization strategies to​ increase your ranking on​ sites like Google. the​ area of​ site promotion can be a​ minefield to​ those new to​ web marketing.

Perhaps the​ 3 most cost effective strategies to​ investigate are:

• Email Marketing
• Search engine submission and marketing
• Reciprocal linking

Each of​ these strategies are relatively inexpensive,​ and place your prospect just one-click away from your website and possibly a​ sale.

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