Did you ever click onto somebody’s site and say “Huh?”
With advances in technology making it so easy and inexpensive to build websites that even little kids can do it, it’s not surprising that small business owners take a “do it yourself” approach to internet marketing. Unfortunately, DIY websites can sometimes yield questionable results.
But websites (and blogs) are really just marketing vehicles. And marketing is something that not every layperson understands. To help you do it yourselfers get professional results from your marketing efforts, here are a couple of things you should do BEFORE you do any website development:
1. Create a compelling marketing message. The first thing I ask my clients, is what’s your message? And many times I just get a blank stare, although they really do have one under it all, it needs to be sussed out and formalized. To develop your marketing message ask yourself: Who are your ideal clients? Not just anyone, but the people or companies who get the very best results from using your products or services? What are the problems or challenges these ideal clients are facing that they are absolutely desperate to solve? What solutions do you offer that can help them to resolve these problems? What makes you different and better than the competition? What benefits and results can you promise?
2. The second website development rule is to make it about THEM. They didn’t come to your site to hear about how great you are. They came to solve a problem. What will keep them interested, is if they understand that you get precisely what they are going through, and help individuals or companies just like them, resolve problems just like theirs, everyday. Sure, if they’re interested they may want to know a little about you, that’s what the “about” page is for.
3. The third rule of website development is to speak in easy to understand language. Don’t fill it with fluff, corporatespeak or cliches. Don’t hint around or elude to something, come out and say it. Talk to them in plain English (or whatever language you speak) and give them good information. They’ll soon realize that you know what you’re talking about.
4. The forth rule of website development is to earn their trust. Don’t try to hard sell them. Let them get to know you over time. Offer information that will help them. Be friendly and helpful. Keep them coming back with new and interesting content. Give them easy ways to keep abreast of the latest info. When they’re ready, they will call.
5. The fifth rule of website development is establish credibility. Don’t make claims you can’t fulfill. Use testimonials and case studies so that they can hear in your clients own words, how your services or products have helped them.
6. The sixth rule of website development is keep it authentic. If you’re a small company, or even a one person operation, don’t try to present yourself as a large corporation. An initial visit to your site should give them the same feeling they would get from meeting you in person. Don’t put on airs or pretend to be bigger or different than you are. Keep it real.
7. The seventh rule of website development is the last one I’ll mention today. Make sure that your website flows and is organized so that they can easily find whatever they’re looking for. Tell a story, lead them from one page to the next in a logical order, and don’t forget to invite them to contact you learn more, or get involved on some level, on every single page.
If you want to learn more about website development, marketing your business or increasing your profitability, check out my Small Business Profitability Program.
Susan Martin, Marketing Coaching
great post as usual!
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