Many businesses today simply put up a web site with the same old mentality build it and they will come. These business owners soon become entangled, confused, overmatched and ultimately fail. The web sites that are successful and make the most money are not the ones with the most glitz or glamour rather they are the ones with the best content. To put together a successful web site you first have to make a business plan for your web site. Your plan should start with the content of your site. Once you have great content for your site then youve got to think about the design, and then involvement, which is where visitors navigate and learn, and eventually buy. Next comes production, this is the part where you combine hardware and software with imagination. Once you have your web site set up and youre getting visitors to your site you have to set up a follow-up system. This is where most businesses fail on the web because they dont follow-up with prospects and customers. You must follow-up with new promotions, newsletters, and new products and services. Many businesses liken the success of their web site to a game, such as Monopoly or Chess. These comparisons couldnt be further from the truth. The success of your web site is not a game, its about content. The best way to develop winning content which will lead to higher profits is to develop it by working backwards. These three steps will help you to effectively work backwards. 1. Put the goals for your web site into writing. 2. Write down all the obstacles that stand in your way of attaining those goals. 3. Build a bridge between your goals and your target audience with information. Your site will succeed or fail based on how much overlap there is between your content and the needs of your target audience. Gorgeous design and spectacular promotion are meaningless if your content doesnt fill the needs of your target market. Here are some important questions that will help you develop the best plan and content for your site: What is the immediate, short-term goal of your web site? Be specific. What specific action do you want visitors to take? What are your objectives for the long term? Be specific Who do you want to visit your site? What solutions or benefits can you offer to your visitors? What data should your site provide to achieve your primary goal? What information can you provide to encourage your visitors to act right now? What questions do you get asked the most on the telephone? Where does your target audience go for information? How often do you want your visitors to return to your web site? Who are your competitors? Does your competition have a web site? What are some ways you can distinguish yourself from your competitors? How important is price to your target audience. Your answers to these questions will determine the content of your site. The content of your side will provide educational material for visitors as well as good, solid information for other web sites, publications, and media outlets. By spending the time to answer these questions you will be able to make better decisions on what your web site needs to focus on. For example, what to use as a heading, what to show, and what to feature. The information should be in small pieces of information with lots of subheads. The writing should be clear and concise, with short sentences and paragraphs. When someone visits your web site, you only have a few seconds to get them engaged, so theyll stay and explore. Instead of using your company name, product or logo, use a compelling headline to make the most of those few seconds. A powerful headline can dramatically improve the results of your web site. A great way to create valuable content for your visitors is to create a virtual community on your site. You can simply let your visitors contribute to your web site by letting them contribute articles, reviews, stories, or ideas. You can create a bulletin board where visitors can ask questions. You can answer some of the questions, but let others answer questions too. It always adds credibility to your site when you get other experts in your field to provide an article, set of tips, or an interview. By investing some time to set goals and make a plan for your web site before you actually launch it, you can generate more new customers and profits than you ever thought possible. Youll be able to provide your prospects and customers with immediate answers to their questions thereby increasing their satisfaction. You web site will give your customers twenty-four-hour-a-day access to your company 365 days a year. Copyright2006 by Joe Love and JLM & Associates, Inc. All rights reserved worldwide. |
