|
Training for Book Authors
|
|
|
Other Resources for Book Authors & Publishers
|
|
|
Please Support Our Advertisers
|
|
|
|
|
|
Don't Destroy Your Online Marketing Results with Bad Website Design
Copyright (c) 2009-2023 Paul Marshall
So, you've embarked on a search engine advertising program, maybe even SEO. Whether you're doing this on your own or using an online marketing consulting firm, there are key points to become aware of.
If you miss these, you won't increase conversions.
What good is a Number 1 organic search engine ranking or AdWords ad listing, if you don't have increased sales or if you don't generate more sales leads?
Too often, we get all focused about the Internet marketing -- the ads, the offer -- that we don't think the whole process through step-by-step and consider the experience our website visitors will be having.
If we did, we'd be thinking "big picture" and we would head off some of these potential problems before they occur.
Overcoming Your Website Visitors Anxiety
When people come to our website it's natural for them to feel anxiety. After all, look at all the cr*p on the Internet today, all the too-good-to-be-true products and services.
But when you and I offer REAL products or services, we have to overcome that concern, even if we're treating our site visitors fairly and not making outrageous claims.
So, how can you overcome these anxieties?
1. Offer more than a 1-page website. Credible companies have multi-page websites, including Privacy Policy, Terms of Use | Service and About Us pages.
They also have more than 1 page about their products or services.
I'm surprised by the number of 1-page websites I see from companies using infomercials to advertise their products. Often, they have the purchase form right on their home page, their only page (and often their page isn't secured for credit card ordering).
Websites that are only 1-page don't seem credible. And having the purchase form right on the home page comes across as very pushy!
Doesn't this type of site seem all about the company and NOT about their customers? Why would we want to buy from that type of company?
What kind of online marketing consulting firm did these companies use...or did they use any??
2. Next to any sign up or contact form buttons clearly state that you don't sell your customers' private information and link to your Privacy Policy page.
3. Effectively communicate what your Value Proposition is, also called your Unique Selling Proposition. If you don't know why someone should buy your product or service versus your competitors', now is the time to figure it out. (And by the way, based on my experience, if you don't know this, you're not alone, by any means.)
But our websites have to be about more than just us. They have to be about our visitors. What's in it for THEM, to do business with us? What unique voids in the marketplace can we fill?
As a Small Business Owner, Personally Relate to Your Site Visitors and Communicate Directly with Them
People don't buy from websites, they buy from people! So, how can you apply this to your own website?
1. For many small businesses and solo proprietorships, their website text should speak to your visitors directly in first person.
This should be written from the voice of the Owner or President. They shouldn't use third person, institutional-sounding language, getting rid of "we" and "our", using "I" instead, speaking first person, in an actual conversation. Don't try to sound like you're Microsoft!
And while your at it, be careful about overuse of words about you...whether "I", or those words, "we", "our" or "us".
Check out the WeWe calculator (Google: wewe calculator). Make sure to focus on customer-focused words and NOT on words about you or your company.
2. Include your picture on your Web pages.
For a larger small business trying to make that personal connection with their website visitors, try the idea used by the nutritional supplement company Lumina. (Google: Lumina Health Contact Us)
In this execution, notice how Lumina gets you to relate to their customer service department. I still remember it was John I spoke with and that's been over 1 year ago that I called them!
Again, people buy from other people, not from websites.
For us as small businesses, why should we sound large, pretending to be something we aren't? And why should we run from our advantage of being small: low overhead, friendly, personal service and accountability, among other advantages.
Make Each Step in Your Marketing a Smooth Handoff from One Step to Another
Whether you're using AdWords, SEO, or both, make sure your title and description matches the experience your website visitor will have when they come to your landing page.
Quite often when I'm Coaching my small business owner clients or performing online marketing consulting, I find the wording for their organic listing or AdWords ad says one thing and their landing page says something that doesn't sound the same.
This causes confusion is the best case scenario. In the worst case, it causes a lack of trust. Dangerous!
We should understand our products or services. And we know what we want our visitors to do on our site.
Our potential customers may not understand either. We need to think like them, when we explain what we have to offer them and how to use our website to take advantage of what we have to offer.
And when "shifting" from one page to another, we need to hand-off from one page to another naturally and smoothly, like a car with a smooth automatic transmission.
Don't advertise one offer in AdWords or organic search, only to have your landing page sound like it was written for another advertising offer. I see this problem a lot!
Often times, having an affordable online marketing consulting firm reviewing what you're doing can offer easy, inexpensive fixes that can yield big improvements in your search engine advertising and SEO conversions.
Your Action Plan
Let's review what we've talked about.
First, overcome visitors anxieties by offering a multi-page website which answers questions about your company and your services or products, while inspiring confidence in your company. Effectively communicate your Value Proposition.
Second, personally relate to your site visitors. Avoid using the wrong words that may put off your site visitors. Use your picture on your Web pages.
Third, hand-off from one page on your website and one step in your selling process to another smoothly and naturally. We should understand what we want our site visitors to do, but they won't unless we make the process really clear.
Whether your using an online marketing consulting firm or doing the work yourself, if you take these steps, your search engine optimization | advertising plan will convert at a MUCH higher rate, when you take these steps.
|
Marketing online since 2004, Paul Marshall can help you market on a budget. He's an Online Marketing Consulting expert offering marketing services (and d-i-y Coaching). You can learn more about Paul on his Internet Marketing LinkedIn profile and at Strategic Web Marketing.net.
|
VOTE ON THIS ARTICLE
Needs Work >>
0 -
1 -
2 -
3 -
4 -
5
<< Excellent Article
Tell our authors what you think about their article.
|
Top-Level Category: Internet Articles || Related Categories: Business Online Articles
10 Most Recent Articles Written by Paul Marshall
Online Marketing: Can You Achieve SEO with a WordPress Site?
Written by: Paul Marshall |
Distributed: 2010-04-19 |
Word Count: 810 |
Page Views: 8368
| Votes: 5 |
Rating: 0.80
Online marketing consulting wisdom now recognizes that sites
built with content management or "blog" software like
WordPress are indistinguishable from any other website.
Additionally, the software can provide unique and powerful
SEO tools.
Online Marketing Consultants Say Content is King
Written by: Paul Marshall |
Distributed: 2010-02-11 |
Word Count: 818 |
Page Views: 4369
| Votes: 4 |
Rating: 1.00
Online marketing consultants emphasize the importance of
fresh, relevant content for better search engine placement.
People read differently online, creating a whole new set of
composition and formatting rules for Web copy. Learning to
write good text is the most affordable SEO tool at your
disposal.
Learn to Avoid Basic SEO and Internet Marketing Mistakes
Written by: Paul Marshall |
Distributed: 2010-02-09 |
Word Count: 819 |
Page Views: 4209
| Votes: 4 |
Rating: 0.50
Many new website owners fail to consider the basics of SEO
from the planning stages of their site. The biggest mistakes
are generally the easiest ones to avoid. You don't
necessarily need a marketing coach to recognize and to
overcome common SEO pitfalls.
Marketing Coaching: Understanding the Basics of Page Rank
Written by: Paul Marshall |
Distributed: 2010-02-04 |
Word Count: 868 |
Page Views: 4012
| Votes: 3 |
Rating: 0.67
PageRank (PR) is a numerical value Google assigns to a site
as a measure of "authority." A marketing coach will
emphasize that building PR is one of the most affordable SEO
methods. Understanding PR and using it to craft a
link-building campaign is a first step toward higher search
engine results.
Link Building in Online Marketing: Tougher Than It Sounds
Written by: Paul Marshall |
Distributed: 2010-02-02 |
Word Count: 871 |
Page Views: 4449
| Votes: 3 |
Rating: 1.00
You probably don't need to read the latest professional
advice...Without links, your site won't develop authority.
Without authority, it won't move up on the search engines.
But even the most savvy online marketing consultant would
have to admit that doing that is just not as easy as it
sounds.
Beware of the Online Marketing Minefield
Written by: Paul Marshall |
Distributed: 2010-01-15 |
Word Count: 1067 |
Page Views: 4265
| Votes: 11 |
Rating: 2.36
Many people have used the Internet to become
multi-millionaires. Others have used the Internet to
discover financial disaster. There is no one-size-fits-all
solution to online success. Anyone who wants to start an
online business can succeed, if only they know what to do
and what to avoid.
ABCs of Article Marketing for Newbies
Written by: Paul Marshall |
Distributed: 2009-12-31 |
Word Count: 928 |
Page Views: 4003
| Votes: 11 |
Rating: 2.55
If you're new to Internet marketing, you probably have a
couple of questions. One, how do you get high rankings in
Google for your chosen keyword search phrases? Two, how do
you do this with as little cost and time as possible?
Do You Really Want Your Site on Page One of Google?
Written by: Paul Marshall |
Distributed: 2009-12-01 |
Word Count: 872 |
Page Views: 3943
| Votes: 4 |
Rating: 2.50
For many online marketers using SEO, first page results in
Google are the only goal. Are other factors important, maybe
even more important? Can you succeed online without first
page Google results?
Santa Claus is Dead -- But Internet Marketing Get Rich Scams Aren't
Written by: Paul Marshall |
Distributed: 2009-11-10 |
Word Count: 828 |
Page Views: 4930
| Votes: 10 |
Rating: 2.40
Guard your wallet when Internet marketing scammers tell you
how easy online wealth is. All you need is to download their
secrets for $100s to $1,000s. Internet marketing isn't
really that hard when performed effectively, but it also
isn't as easy as the scammers try to convince you.
How Online Marketing Consultants Can Supercharge Your Sales
Written by: Paul Marshall |
Distributed: 2009-11-06 |
Word Count: 891 |
Page Views: 4113
| Votes: 11 |
Rating: 2.00
Starting an online business, we all need to spend our money
carefully, often doing the work ourselves. But getting the
help and advice of Online Marketing Consultants could
actually save us money, by avoiding costly mistakes and
becoming profitable much faster. We understand the reasons
people should buy what we are selling. But can we
successfully explain that to our website visitors in
convincing language they relate to, instead of jargon and
lingo related to our industry?
All of Author's Articles on this site: Paul Marshall Articles
Most Recent "Internet" Articles
How Important Is Wikipedia In The Grand Scheme Of Things?
Written by: Bill Platt |
Distributed: 2013-07-09 |
Word Count: 1613 |
Page Views: 9097
| Votes: 29 |
Rating: 2.55
Wikipedia is the center of the online encyclopedia universe.
Millions of entries on every conceivable topic makes this website
an authority source that many young students and adults turn to
from all corners of the globe.
Gaming Laptops - The Last Thing You Should Check Before You Buy One
Written by: Titus Hoskins |
Distributed: 2011-09-13 |
Word Count: 725 |
Page Views: 7170
| Votes: 8 |
Rating: 0.63
If you're considering buying a gaming laptop, there are
many features you must check out before you buy. But there
is no last thing you must check before buying. Find out
exactly what this is...
Why Have Online Fax Services Become So Popular?
Written by: Titus Hoskins |
Distributed: 2011-06-27 |
Word Count: 695 |
Page Views: 6083
| Votes: 5 |
Rating: 0.60
Why have Internet or online fax services become so popular
in the modern workplace? Here are five or six reasons which
not only explains its popularity, but also gives you some
good reasons why you or your company should be using online
fax.
Build a Six-Figure Affiliate Business - Starting Right Now!
Written by: Marcus Blalock |
Distributed: 2011-06-24 |
Word Count: 565 |
Page Views: 5649
| Votes: 4 |
Rating: 0.25
Affiliate marketing is a great way to make money by simply
repeating the same processes and work strategies. .
Internet Fax Services - Which One Is Right For You?
Written by: Titus Hoskins |
Distributed: 2010-02-11 |
Word Count: 878 |
Page Views: 4856
| Votes: 4 |
Rating: 0.50
Internet fax services are becoming very popular with
companies and home business owners. But which one is right
for you or your business? Read this informative article to
find out...
How The Internet Has Changed The World...
Written by: Braxton Heitz |
Distributed: 2009-11-10 |
Word Count: 1379 |
Page Views: 9198
| Votes: 17 |
Rating: 2.29
As most of us sit down at our computers each day, we might
realize that we have begun to take this Information Age for
granted. What would we do if we did not have 24/7 Internet
connections to keep us connected to the world?
How Online Marketing Consultants Can Supercharge Your Sales
Written by: Paul Marshall |
Distributed: 2009-11-06 |
Word Count: 891 |
Page Views: 4113
| Votes: 11 |
Rating: 2.00
Starting an online business, we all need to spend our money
carefully, often doing the work ourselves. But getting the
help and advice of Online Marketing Consultants could
actually save us money, by avoiding costly mistakes and
becoming profitable much faster. We understand the reasons
people should buy what we are selling. But can we
successfully explain that to our website visitors in
convincing language they relate to, instead of jargon and
lingo related to our industry?
A Simple Guide To Online Fax
Written by: Titus Hoskins |
Distributed: 2009-07-28 |
Word Count: 615 |
Page Views: 4394
| Votes: 9 |
Rating: 2.33
Online or Internet faxing has become extremely popular in
recent years. Here's a simple guide to this new way of
faxing...
Internet Telephone Calls: VoIP Basics
Written by: Nermine Shaker |
Distributed: 2009-07-08 |
Word Count: 944 |
Page Views: 5234
| Votes: 15 |
Rating: 2.20
You've seen the commercials and read the news advertisements for
telephone service using your computer: very cheap monthly fees;
make all the calls you want; keep your telephone number forever;
and voice quality as good as a landline. You've heard the claims
and you've heard the term "VoIP." Here's the scoop.
12 Nifty Ways To Stream Internet Movies At Home
Written by: Titus Hoskins |
Distributed: 2009-07-07 |
Word Count: 1404 |
Page Views: 5807
| Votes: 14 |
Rating: 1.79
Ever wonder what it would be like to combine your TV with your
computer and the Internet? Well, millions are already doing
exactly that... find out how you can too.
Most Viewed "Internet" Articles
Break Your Search Engines Habits To Get Better Information
Written by: Bill Platt |
Distributed: 2008-08-06 |
Word Count: 1475 |
Page Views: 11716
| Votes: 23 |
Rating: 2.26
Many online searchers get stuck in a rut, by focusing all of
their attention on only one or two search engines. But for the
person willing to expand his or her search horizons, new and
sometimes better information can be found by using some of the
alternative search engines available on the internet today.
How The Internet Has Changed The World...
Written by: Braxton Heitz |
Distributed: 2009-11-10 |
Word Count: 1379 |
Page Views: 9198
| Votes: 17 |
Rating: 2.29
As most of us sit down at our computers each day, we might
realize that we have begun to take this Information Age for
granted. What would we do if we did not have 24/7 Internet
connections to keep us connected to the world?
How Important Is Wikipedia In The Grand Scheme Of Things?
Written by: Bill Platt |
Distributed: 2013-07-09 |
Word Count: 1613 |
Page Views: 9097
| Votes: 29 |
Rating: 2.55
Wikipedia is the center of the online encyclopedia universe.
Millions of entries on every conceivable topic makes this website
an authority source that many young students and adults turn to
from all corners of the globe.
Gaming Laptops - The Last Thing You Should Check Before You Buy One
Written by: Titus Hoskins |
Distributed: 2011-09-13 |
Word Count: 725 |
Page Views: 7170
| Votes: 8 |
Rating: 0.63
If you're considering buying a gaming laptop, there are
many features you must check out before you buy. But there
is no last thing you must check before buying. Find out
exactly what this is...
Web Marketing 2.0
Written by: Kim Roach |
Distributed: 2006-10-10 |
Word Count: 1645 |
Page Views: 6748
| Votes: 16 |
Rating: 2.50
If you're like me, then you are probably tired of hearing the
word Web 2.0 passed around the net like a buzz word on steroids.
Google alone currently shows 126,000,000 results for the search
term "web 2.0" at the time of this writing. However, although
this term may be overblown, it does have significant influence on
the current changes taking place on the Internet. Most
importantly, it has many implications for the online marketer.
Creating Your Own Online Radio Station
Written by: Kim Roach |
Distributed: 2006-11-27 |
Word Count: 1138 |
Page Views: 6633
| Votes: 23 |
Rating: 1.91
Podcasting has leveled the playing field for people around the
world. With just a few tools, you can quickly and easily set up
your own talk show on the topic of your choice. All you need is a
computer, a microphone, and a passion to share your knowledge
with others.
Exploring Domain Expired Name Register To Find Best Domain Names
Written by: John Khu |
Distributed: 2007-11-29 |
Word Count: 511 |
Page Views: 6629
| Votes: 9 |
Rating: 2.56
Before dealing with expired domains, you will need to learn and
understand how you can use a domain expired name register to find
the best and profitable domain names. A domain expired name
register is a powerful tool that helps you in searching for the
most meaningful expired domain names. It will also make the
process of finding such names easier and flexible.
The Life or Death of Your Dream - Forums Can Make The Difference!
Written by: Al Smith |
Distributed: 2004-05-13 |
Word Count: 0 |
Page Views: 6524
| Votes: 2 |
Rating: 0.50
Do you use online Forum areas for enjoyment, entertainment,
business, relationships, . . . For your goals program?
Are you stuck somewhere on a plateau; you have achieved some
good things, but can’t seem to get past your present
situation for some reason?
Voip Is It Better Than Traditional 'Copper Wire' Telecommunications?
Written by: Gavin Lively |
Distributed: 2008-01-16 |
Word Count: 821 |
Page Views: 6522
| Votes: 9 |
Rating: 0.56
VoIP still has a ways to go before it dominates the
telecommunications industry. When it is good, it is the best
thing available to subscribers. The problem is that it is not
always good when it is delivered via the public internet as it's
backbone (something Simply Bits of Tucson AZ has eliminated).
Meeting a Girl Online
Written by: Arnold Kligermann |
Distributed: 2007-03-07 |
Word Count: 1109 |
Page Views: 6497
| Votes: 15 |
Rating: 2.60
The first question you ask is Why would I want to meet a girl
online? Why try to meet girls online when you can spot a chick
you like, approach her, start talking - and actually get a date?
Highest Ranked "Internet" Articles
Authors - Publishers Avoid Internet Scams
Written by: Bob Miller |
Distributed: 2007-08-01 |
Word Count: 391 |
Page Views: 3456
| Votes: 12 |
Rating: 3.00
Bob Miller reports that he received an email and telephone call
from a person claiming to represent a venture capital
organization that had a strong interest in investing in his
company.
Web 2.0 - or is it more like Web 16.0?
Written by: Julian Stone and Peter Hodge |
Distributed: 2007-10-04 |
Word Count: 2568 |
Page Views: 3941
| Votes: 5 |
Rating: 3.00
With people generating many new phrases and terms in modern
technology, it has become hard to keep up with what they all
mean. One of the most commonly used terms on the world wide web
(www) today is the phrase 'Web2.0'.
Should Your Company Use Internet Fax?
Written by: Titus Hoskins |
Distributed: 2008-04-23 |
Word Count: 797 |
Page Views: 4640
| Votes: 5 |
Rating: 3.00
In the modern workplace the traditional fax machine is being
replaced by Internet Fax. Is this a good business move? Should
your company use Internet Fax? Read this article to find out...
The Web of Tomorrow
Written by: Jason OConnor |
Distributed: 2007-02-01 |
Word Count: 1885 |
Page Views: 5460
| Votes: 16 |
Rating: 2.81
By looking at the trends of today we can begin to develop a image
of what the Web of the future will look like. I believe the Web
will improve and grow in a way that will dwarf its present
existence and will improve and enrich everyone's lives way
beyond what we can imagine today.
Becoming a Power Player with Online Game Sites
Written by: T.C. Gaity |
Distributed: 2008-04-17 |
Word Count: 1057 |
Page Views: 5542
| Votes: 8 |
Rating: 2.63
By participating in various online game sites on the web today,
it is easy to build various skill sets, network with other online
gamers, and win some great prizes. Online game sites have evolved
from simple card games and picture contests to full-fledged
casino-style games, tournaments, and competitions. More and more
online game websites now feature interactive platforms for word
games, puzzles, unique prize drawings, and even company-sponsored
contests for terrific prizes.
Meeting a Girl Online
Written by: Arnold Kligermann |
Distributed: 2007-03-07 |
Word Count: 1109 |
Page Views: 6497
| Votes: 15 |
Rating: 2.60
The first question you ask is Why would I want to meet a girl
online? Why try to meet girls online when you can spot a chick
you like, approach her, start talking - and actually get a date?
New Internet Marketing Tools
Written by: Titus Hoskins |
Distributed: 2008-04-01 |
Word Count: 1288 |
Page Views: 4920
| Votes: 7 |
Rating: 2.57
New Internet marketing tools are coming online each and every
day. Are you taking advantage of these marketing tools or are you
losing your online competitiveness because you're not using
them? Read more....
Exploring Domain Expired Name Register To Find Best Domain Names
Written by: John Khu |
Distributed: 2007-11-29 |
Word Count: 511 |
Page Views: 6629
| Votes: 9 |
Rating: 2.56
Before dealing with expired domains, you will need to learn and
understand how you can use a domain expired name register to find
the best and profitable domain names. A domain expired name
register is a powerful tool that helps you in searching for the
most meaningful expired domain names. It will also make the
process of finding such names easier and flexible.
Multiple Uses Of An Expired Domain Name
Written by: John Khu |
Distributed: 2007-12-13 |
Word Count: 521 |
Page Views: 4386
| Votes: 9 |
Rating: 2.56
An expired domain name could be very precious and invaluable, as
it has had a considerable amount of time and effort spent on
advertising and promoting it over the web. The combined effect of
time and effort gives you a host of benefits and advantages, as
soon as you register a particular expired domain name.
Email Marketing Formula, The Beginning - Get Your Emails Read
Written by: Kimberly Clay |
Distributed: 2008-03-19 |
Word Count: 766 |
Page Views: 5051
| Votes: 9 |
Rating: 2.56
Is your email marketing campaign not as effective as you'd like?
Here's what I do for about 90 percent of the email messages I
receive: Delete, Delete, Delete... Some days it's so bad, I
think my finger's going to get jammed from pressing the
"Delete" button so much.
|
|
|
|
|
|
|
Article Reprint Rights
|
This work is
licensed under a
Creative Commons
License
You are not required to show the creative commons license notice when you reprint this work.
|
|
Article Statistics
|
Word Count: 1111
Total Views: 4227
Article Rating: 2.55 of 5
Votes Cast: 11
More Articles By Author:
Articles On This Website
Last Distribution Date:
2009-11-03 15:00:00
Internal ID: #7110
|
|
|
Home