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The web is your shop window 20 February, 2007

Posted by varoom in Selling.

When designing your web site ensure you spend enough time refining your marketing messages. The purpose of the web for your business is to entice potential customers to contact you for more information. The better you refine the web messages the more likely it will be that you maximise the benefit of visitors to your web site.

Their use of the site should be orchestrated to draw them in and keep them motivated to explore and then finally discuss potential business with you.

So looking at an analogy, one could consider a simple high street shop window with passers by glancing at the window. You have got visitors to your web site drawn in for a variety of reasons. Like the shop keeper your first priority is to get passers by to spend time looking in the window. Make sure your front page will be interesting to the potential customers and in order to do that you need to clearly indicate your unique offering either through brand, image, tag line or by an effective demonstration of the benefits you offer. Refine the shop widow so that it displays an attractive arrangement of your products and services. Just like the shop keeper you should expend effort refining the display to yield better results. Another measure of success of the shop window is how much of the message is retained by a momentary glance at your front page. Test this with trials on people not related to your company, and ask them to describe the image they get from a 60 second glance at your front page.

Like the shop keeper we want potential customers to enter the shop. Once you have their attention you want them to proceed further in your web site by exploring the sections which describe what you have to offer. Make sure this structure reflects how the customers will have their business structured. Step outside your business (“think outside the box”) and put yourself in the shoes of your potential customer. Customers buy solutions to their problems or benefits. How do they operate and what issues do they have foremost in their minds? Use these issues to structure your key messages.

Your key messages should answer basic questions like do you understand the customers’ problems and offer solutions that are better than alternative sources? Are there any alternatives? How are you qualified to work with the customer, industry experience, credentials, proven products, track record, and reputation?

Remember the idea here is not to satisfy ALL the visitors’ questions but enough to retain their interest and motivate them to contact you to discuss further about your products & services. Invest time and effort refining your key messages will yield benefits in business traffic from your web site.

Greville Commins



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