Website Marketing

Most websites really focus on putting the company information and products into the website. Few consider the flow in getting the customer from the home page to the point of action.

Questions to consider when putting it all together

• What is the purpose of the site?
  What do you want the site to do? Brochures are not printed as much as they were as many consider them to deliver low value in return for the investment. I think the thought is in the fact that the information is on paper. The website is then developed as a brochure and surprise, it gets the same response as the brochure, only it costs less and that makes it ok?
• Where to start?
  A simple question, but yes, what is it that will inspire the visitor to your site to do business with you. I am not sure a sweet welcome message or the company mission statement will do it for most people.  To get this part right you really have to know who your customer and potential customer is. Not the easiest of questions for many businesses to answer.
• Are you a product site?
  Do people really care who you are? Does your product demand so much attention that where to buy is secondary? Strong brands and exclusivity on the product range does help.
• Once you have their attention, what are you going to do with them?
  The home page grabs the attention, now the visitor wants to part with their money, and things get complicated. The follow on from the initial grab must make common sense and be in a common sense position. As simple as ‘click here’ to do what has to be done will do.
• What now?
  Keep the customer engaged and support what is required. Let them know where they are in the payment process and once complete what to expect before the product arrives. If it is in getting information, the same rules apply.
• Saying thank you?
  Yes, once the customer has taken the time and effort to show interest or purchase your product thank them. I don’t think I have to say more.

Simple enough, but the complexity may lie in putting all these pieces together. Discovering what works and what doesn’t takes time and time is money. Don’t lose focus half way through, whatever answer you get is the right one. A lack of interest is as much of an answer as people falling over themselves to do business with you.

To make it easier draw a diagram mapping out the flow from page to page and section to section until the final goal is reached. Translate in to a site map and implement on your website.

Continually assess a keep looking for innovative ways to keep your customer interested. Refresh the home page regularly, send emails to your subscribers, tweet them, update your face book profile and build your customer base.

Contact me if you need help