The Birth of a Successful
Internet Business
Part five of ten -- Planning Your Website Strategy
By Shelley Lowery
Developing a professional website 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 website accordingly.
Internet marketers have basically two choices:
=> Design a content website 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 website 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 website 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 website is a direct reflection
of you and your business. The appearance of your website is the most important factor in
determining your website'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
website will have a great impact on your success.
Not only must your website have a professional appearance, but it must also be
specifically designed to sell. Everything within your website should have one specific
purpose -- getting your visitors to take action.
Every part of your website must be strategically designed. From your overall design to
your sales copy -- each will play a very important role.
Your website is the most important sales tool you have. A professional website should
possess all of the following:
• Your Own Domain (www.yoursite.com)
• Quality, Dependable Web Host
• Customized Email 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 website. Look at the entire
picture and plan each step very carefully. Your website is the storefront of your
business. Make it shine.
Copyright © Shelley Lowery 2002. All Rights Reserved
About the Author:
Shelley Lowery is the author of several successful ebooks including Web Design Mastery -
An in-depth guide to professional web design. Ebook Starter - A Complete Ebook Design Kit,
and eZines: A Complete Guide to Publishing for Profit. Subscribe to Etips and receive a
free copy of her highly acclaimed ebook, "Killer Internet Marketing Strategies."
http://www.web-source.net
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