The Birth of a Successful Internet Business, Part Five: Planning Your Web site Strategy
November 22, 2002
Contributing Writer: Shelley Lowery
Developing a professional Web site strategically designed to sell your products or services is one of the most important factors in determining your success. However, it is only the first step.
Before you begin the actual design process, you must first determine your overall strategy and design your Web site accordingly.
Internet marketers have basically two choices:
- Design a content Web site that includes not only your products and services, but also information and resources that will be of interest to your target market.
- Design a mini Web site that focuses on just one product or service, with no other content of any kind.
Although both types of sites can be effective, your success will ultimately depend on your site design and marketing strategies -- both will play a very important role.
Content oriented sites are sites that provide visitors with content such as articles, tutorials, free ebooks and resources. This type of site attracts their target audience with incentives. Their products and services are mentioned on the main page with a link to further information.
Content sites usually profit by educating their visitors. For example, a content site selling pet supplies might provide a basic tutorial to assist their visitors in learning how to groom a dog. They provide this tutorial completely free; however, the main purpose for this tutorial is to educate their visitors. And in turn, plug their products.
When you provide your visitors with quality information that teaches and informs, you are not only gaining their trust in you by sharing your expertise, but you're also building your credibility, which is very important on the Internet.
Once you've gained your visitors' trust, they will be much more apt to purchase your products or services. However, above all else, you must never abuse their trust in you. You must be completely honest with your visitors and have a sincere desire to assist them. If your sole purpose in developing your own Internet business is for financial gain, your chance of success will be minimal.
The key to using this technique effectively is to provide content that targets your potential customer. This content is used to presell your visitors through education.
Mini-sites are different from content sites, as they don't provide any content. They usually contain one or two pages and completely focus on one product or service. Basically, the site is just a sales letter for the product.
A mini-site should be neatly designed in standard HTML with no Flash or fancy plug-ins and very few graphics. There should be no banners or outside links of any kind -- nothing that will distract your visitors' attention.
The sole purpose of a mini-site is to attract highly targeted traffic. The more targeted the better. For example, if you have a Web site that sells a number of products, a good mini-site would focus on one specific product instead of all of the products. You could create a mini-site for each product you offer.
No matter which type of site you design, keep in mind, your Web site is a direct reflection of you and your business. The appearance of your Web site is the most important factor in determining your Web site's value. If your site doesn't look professional or pleasing to the eyes at first glance, its perceived value will be low. The perceived value of your Web site will have a great impact on your success.
Not only must your Web site have a professional appearance, but it must also be specifically designed to sell. Everything within your Web site should have one specific purpose -- getting your visitors to take action.
Every part of your Web site must be strategically designed. From your overall design to your sales copy -- each will play a very important role.
Your Web site is the most important sales tool you have. A professional Web site should possess all of the following:
- Your Own Domain (www.yoursite.com)
- Quality, Dependable Web Host
- Customized e-mail Addresses:
- service@yoursite.com
- support@yoursite.com
- info@yoursite.com
- admin@yoursite.com
- Target Your Potential Customers
- Professional Appearance
- Professional Looking Graphics
- Quality Products/Services
- Effective Sales Copy
- Easy Ordering Process
- Automated, Personalized Thank You Letters
- Customer Database
- Personalized Follow-up Letters
- Opt-in List
- Well Organized
- Easy to Navigate
- Load Quickly
- Search Engine Optimized
Take your time and do your homework prior to designing your Web site. Look at the entire picture and plan each step very carefully. Your Web site is the storefront of your business. Make it shine.
Copyright © Shelley Lowery 2002.
===============================
About the Author:
Shelley Lowery is the author of the highly acclaimed ebook series, Web Design Mastery -- an in-depth guide to professional web design that is rapidly becoming known as the "Bible" for professional web design. http://www.webdesignmastery.com
===============================
The Birth of a Successful Internet Business, the complete series:
- Part One: Soul Searching
- Part Two: Tools of the Trade
- Part Three: Essential Software
- Part Four: Developing Your Business Plan
- Part Five: Planning Your Web site Strategy
- Part Six: Designing Your Web site
- Part Seven: Accepting Payment through Processing Companies
- Part Eight: Automating Your Business
- Part Nine: Developing Your Credibility
- Part Ten: Your Marketing Strategy
Related Articles:
- Starting a Web site - A 12 Step Guide: Part 1, Part 2 - giving you a blueprint on starting a website.
- Work at Home Opportunities On the Internet: Part 1, Part 2
Recently in Business Cents:
Tips to Writing a Good Press Release
Distributing a press release to editors and news organizations is only half the battle. Writing a press release that will be published by the media is equally important. Press releases are public relations opportunities. A well written press release, can generate exposure in publications that could be worth thousands in advertising dollars, for a fraction of the cost...
Publicity Performance Not Enough?
...you may be failing to create external stakeholder behavior change that leads directly to achieving your managerial objectives. In other words, failing to persuade those key outside folks to your way of thinking, or move them to take actions that allow your department, division or subsidiary to succeed...
Valentine's Day; Small Businesses Get Romantic
Small businesses can make sales soar this Valentine's Day just by exhibiting some of Cupid's matchmaking qualities. The moment a customer enters your retail store or Web site you should smother them with love. Immediately reinforce that they've come to the right place to find the perfect Valentine's Day gift. Here are six affordable marketing strategies small businesses can use on and offline to hook Valentine's Day shoppers...
10 Shockingly Simple Web Copy Secrets Anyone Can Use Instantly
What are the web copy secrets you need to know to convert prospects to paying customers? Don't spend hours laboring over your copy. There are simple, instant tools you can use to develop great copy in minutes...
Do You Have a Business Card?
When asked "Do you have a card?" you can create an impression that can make, or break, any future relationship with the person who asked...
Introduction To Copyrights, Patents, And Trademarks
In the USA, the Copyright Act of 1976 governs all copyrights. The Copyright Act does not protect any ideas, procedures, process, systems, and methods of operations, concepts, principle or discovery regardless of how it is expressed. It is the expression that is protected by the Copyright Act. You cannot copyright titles, names, slogans, and short phrases even if those have new ideas...
Dream Career In Four Steps
It's not too late to land your dream career. The time you spend thinking about it, could be time spent making it happen. If you're still waiting to land your dream career, you need to know where to find it, and how to make it happen...
Tips In Choosing IT Career
Need assistance getting into the IT industry? The following expert advice is designed to help those interested in getting into this field...