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Your Most Expensive Web Site Marketing Mistake
Copyright © 2006, Cathy Goodwin, Ph.D.
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"Can you give me some feedback on my brand new website?" a life
coach named "Kevin" asked his e-zine subscribers. "I just revised
my site --- finally!"
Naturally, I couldn't resist clicking over to see what Kevin had
done. I knew Kevin was a thoughtful life coach with a reputation
for high integrity.
Kevin's new site cried out for a makeover. He had paid a designer
to get drop-down menus and a bit of flash. As a result, Kevin
admitted, "I have no budget to pay a copywriter."
Ouch.
After skimming a few pages of the site, I emailed Kevin. "Who is
your target market? What do you offer? How are you unique?"
Kevin replied, "I don't have time to answer a lot of questions.
And everyone tells me the site looks professional."
One question Kevin needs to answer is, "Are you attracting
clients and sales - or just compliments?"
Of course your web site needs to look professional. That's why
you hire a web designer.
But some websites attract clients, subscribers and sales from
the very beginning. Others just attract compliments.
The websites attract compliments (like Kevin's) made one
expensive mistake. They didn't call the copywriter first.
(1) Copywriters can save you money.
Often I (and other experienced copywriters) can save clients
money on web design. Kevin didn't need all those bells and
whistles. In fact, some Internet marketing gurus claim they
do more harm than good.
And Kevin didn't understand HTML, let alone CSS. A copywriter
might serve as go-between, translating Kevin's requirements
into web design language. Your web designer saves time - which
translates into saving money.
(2) Copywriters help you earn money with dynamic web site
content.
Reading between the lines, I discovered Kevin could be a stand-
out. He has developed an innovative 5-step process to help
clients overcome obstacles and take charge of their lives.
But Kevin doesn't realize why he's unique, so his website reads
like five thousand other life coaching sites: vague promises of
"take your life to the next level," "discover what's important
to you" and "enjoy the work you love."
Naturally I'm disguising the details of "Kevin's" story, but I
really don't have to. Hundreds (maybe thousands) of sites sound
just like Kevin's.
(3) A copywriting expert can jumpstart your strategy.
Like Kevin, my clients often think they can show me a few pages
of a website and say, "Make it sell!" Copywriting requires energy
and planning, whether you're a do-it-yourselfer or a firm
believer in outsourcing to a specialist.
My clients often invest many hours answering my questionnaire. As
they write, they often realize there's a hole in their business
strategy. Or they're sitting on buried treasure.
Until I know what Kevin wants to do with his website and his
business, I can't make realistic recommendations - even as a
casual ezine reader. I need to evaluate Kevin's copy in the
context of Kevin's own goals, target market and unique selling
proposition.
Kevin could do this himself. But, like most busy business owners,
he didn't want to invest the time. And he wasn't sure what
questions to ask.
When clients hire me, we have the luxury (and fun!) of creating
a marketing message that hits the target market squarely in the
center of the bull's-eye.
Bottom Line: Websites deliver messages. Without a message, a
website is a calling card - nice when you have more business than
you can handle.
Most of the time, revising copy brings traffic and sales.
Websites typically earn back the copy investment with just a few
new clients, not to mention saving energy and funds by avoiding
a makeover from the makeover.
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The article on this page is Copyright © 2006, Cathy Goodwin, Ph.D.
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Article Marketing Tips:
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- Stand out from the crowds. Educate your prospects and they will turn to you for more knowledge. When they turn to you for more, they will visit your website. It is up to your website copy to sell your products, NOT your article. Provide great information and at your website, address how the prospect will benefit from what you are offering. Using these things in conjuction will help your cash register to ring.
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