Yes, apparently - websites are supposed to make money! 
Somebody came up with the strange idea that it's really 
not enough to spend thousands on your site, hundreds of 
hours creating the content and then sitting back to 
admire you, and your developer's work. No - apparently 
it is now 'cool' to have a web site that actually makes 
it onto a sales column in your chart of accounts.. 
'Return on in investment' is a good phrase that's being 
thrown around - what are you actually making from your 
web site in cash terms? Ever thought about that?

Well, you should be thinking about it. Not only should 
you be tracking where the money is coming from but also 
where it's gone to. No point kidding yourself - it wasn't 
cheap was it? There was the developer's costs, the graphic 
design costs and hopefully some costs set aside for taking 
on web site marketing experts to get your site found. So, 
anyway, track what you've spent and then see what's coming 
through the door rather than going out when it comes to 
your website. To help you - in what is a constant review 
and improve process - here are 7.5 ways to get more sales 
through your web site.


"Get On With It!", I hear you shout, "Tell Me The 7.5 
Ways To Get More Sales!"

1. Use a professional web developer to build the site in 
the first place. 

Don't cut corners or budgets. How many business owners have 
an idea for a business and then take up the science of 
bricklaying to build their own shop or premises? Exactly - 
don't do it. Your job is to run your business effectively 
and worry about where the profits are coming from - not 
designing websites.


2. Use a professional graphic designer when your site is 
being developed. 

If you use your mate next door we can all tell. It might 
keep your wallet heavy but hey - if you want a website 
that looks a million Lira - fine. A rough, made up just 
now, rule of thumb is to spend 10% of what you would like 
the web site to make. Just think about that for a minute 
when you get Dave from down the pub to 'knock you one up 
for $100..". And remember - you'll need professional web 
development AND professional graphic design input. Web 
developers are not designers. Graphic designers are not 
web developers. Glad we've got that cleared up..


3. Use a professional web site marketing company to get 
your web site found

You need to get found in the search engines, in the 
directories and anywhere on the web that matters. Graphic 
designers can't do this. Most web developers can't do this. 
And you certainly can't do this - you're supposed to be 
running your business, remember? Spot the theme here? Yes 
- professionals. You don't get a plumber in to lay your 
carpet do you? Don't make the same mistake when creating 
your web site - pull in the appropriate professionals for 
the appropriate tasks. Which brings us nicely on to way 
number 4...


4. Don't be a scrooge. 

There is an old proverb that says it perfectly;

"The man who buys cheap laughs once but cries many times. 
The man who buys expensive cries once but laughs many 
times." 

Remember this the next you think about cutting corners. 
There are obviously exceptions to every rule but you usually 
get what you pay for in this life.


5. Ask for the sale. 

Yes it's obvious. But are you doing it? If you're actually 
selling something directly via your website you have to 
make it an absolute doddle for someone to work out what 
they need to do. Don't make them hunt around for pricing, 
ordering information, contact details, delivery 
information etc. Sock it to them right up front - they'll 
love you for it. If you're not selling directly via the 
site you still need to ask for the sale. 


6. Throw your web site to the lions.

Not literally, unless it's really bad. (And in case you're 
wondering how that would be physically possible just load 
all your web site's files onto a floppy disc, take the 
number 33 bus down to the nearest zoo, buy a ticket and a 
map, locate the lions and Bob's your uncle. But I 
digress..). Basically get as many people as possible to 
critique your web site. Friends and family are always good 
for this - though they'll probably be unwilling to be 
over-critical (unless it's your in-laws) so impartial 
parties is a better idea, if you can track any down. Ask 
your colleagues and friends to forward your web site 
address onto others and ask for direct feedback, no holds 
barred. Better to have people test it like this and say it's 
about as much use as a chocolate fireguard than open your 
shop doors, so to speak, and have your customers tell you 
the same thing by voting with their mice and sniffing away 
in an instant in the search for more professionally-produced 
cheese...


7. Deliver what you say you will 

Yes, another no-brainer but it will pay huge dividends. No 
point in fighting tooth and nail for all those hard-to-reach 
prospects if you've got a nice healthy stack of existing 
customers that already think you're the bees' knees. Once 
you've got that customer hold onto him / her with all your 
might - treat them like kings because your competitor will 
be after them. It's far cheaper and quicker to sell something 
to an existing customer than it is to find a new one. Simple 
in theory - not so easy to put into practice. But hey - what 
are you after here? A free breakfast?!


7.5. "People Laughed At Me When I Said I Could Get Them To 
Read This Sentence. But Who's Laughing Now?!" 

Use headlines in your web site. People are busy. People are 
impatient and people can't read. Well, okay they can - but 
they prefer information in small chunks. They like something 
that grabs them. Why do you think you're reading this article? 
Because your subconscious read the headline and dived straight 
in. You really think you would be reading this if the article 
were titled "Web Site Creating Techniques Aimed At Improving 
Return On Investment Over Time". ?? I rest my case...