How To Unleash The Sales Potential Of Your Web Site
Dear Friend,
It could only happen on the Internet.
A food processing company is trying to compete with Yahoo.
That's right, a food processing company called Zapata; one that has no online
experience. One that thinks by simply buying Web Sites with "high" traffic, it can carve
out a niche as a portal owner.
Portal mania is sweeping the market, driven by the fact that sites like Yahoo and AOL
draw most of the online traffic. In the early days of television, the development of a few
key networks (ABC, CBS, and NBC) created a huge flow of money. For you and me,
this is great hype.
Online, they are calling these new networks "portals", which is a hyped word that many
companies hope turns into lucrative advertising dollars. The idea is that people enter
the Internet through specific interests, or sites, which act as portals. Since lots of
eyeballs view these portals, the logic is that this is where the real money is. Niche
marketing. So how does this apply to you and your online business?
Portals are the entry point that people gain at your Web Site as well. We're going to
explore how to use your portals -- the specific entry points for your customers -- to
strengthen your efforts.
A Web site is like any business; a good plan, understanding of the target audience, and
a clearly defined set of goals and expectations results in success more often than
randomly jumping on and seeing what luck brings. Whether an individual producing a
Web page or a corporation considering the development of an extensive online site, the
same rules apply. The Web favors the prepared.
But to get there, we need to integrate all we've learned so far into a step by step plan
including the following Keys:
Key 1. The Information
The first Key is what type of Information to provide. Will the site deal with products,
services, personal interests, or promote discussion? Just putting a site up without
thinking about the information is like inviting someone to your store to look at nothing.
If you don't know why you're there, how will they?
The Web offers a series of challenging alternatives for information delivery. Something
that appeals to techies, to computer users, and to the traditional Internet user is a good
place to start. This audience is defined and knows how to navigate the Web. As
experienced Web users, you can expect a knowledgeable audience. The advantage to
techie-based products, services, and information is the ability to deliver trial copies
online, like computer software and game makers have done. They distribute temporary
copies of their products, encouraging people to buy the full version because of quality.
Web sites that take advantage of the ability to transmit content benefit from the
audience wanting to come back to check out the trial versions. Other products that
work well on the Web include those that have appeal regardless of physical location and
can deliver via mail order.
For example, a site in Florida called Drapeman offers window blinds and drapes for
significantly less money than you can get them locally. These are easy to ship and
install, so they make a natural fit for the Web. (See www.drapeman.com)
Specialty items that are hard to find in traditional retail outlets are also good choices for
the Web. For those providing information or services, targeting those people who are
interested in the information is as important as the Web site itself. Planning the
information requires exploring what the competition is doing, how the market is reacting,
and the best way to present yourself to that market against that competition. Or even
better, learn how to link to businesses or Web pages with similar interests, and
complement each other. Collaboration is as effective as competition on the Web.
Key 2: The Type of Site
This Key depends on understanding the basic models of Web pages. A model can be
considered an aspect, or trait, of all Web sites. Most combine a few of these models
because the Web offers these opportunities. Integrating and understanding the role each
one plays helps a site become successful.
Storefront
A Web site that offers products and services, or a personal page that represents an
overview of specific information, are called Storefronts. The Storefront model basically
presents its wares to the crowds that pass by. People peek in your site, like a
storefront, and from the look and the information determine whether they will stay.
Sites that ignore the storefront model by not putting contact names, email addresses,
and establishing a basic identity, quickly lose their audience. What sets you apart from
the others is apparent by the look, design, and content of your storefront.
Portals for Niche Markets
Many Web Sites act as entry points for a specific topic or interest. The most famous
portals online are Yahoo and AOL, which introduce more people to the Internet than
anywhere else. Still they account for just 15% of all traffic online.
Portal sites deal with a specific topic or special interest; my Cybrary of the Holocaust is
an excellent example. Where else but the Internet could such a specific and narrow
subject draw over 10,000 visitors a month (that's a conservative estimate)?
Every topic, every subject, has a specific group that wants to go to one site as the
resource. This site can become a portal of information or simply guidance for that
subject. Even better, think of every single product/service as its own portal page, its
own entry point.
Instead of designing your home page and working out, design your individual, portal
pages and then work your way back to the home page. Focus on one offer and make it
great, then introduce people to your site through your specific portal page. For example,
specialty search engines have been developed for specific topics, such as:
Disney's Internet Guide: http://www.dig.com, targeting good sites for children to visit
Exes.com: A travel search engine, http://www.exec.com
Threadheads: A search engine/directory for Embroidery,
http://www.threadheads.com
Content
Content sites are tricky to manage and few if any generate long term funding. Some of
the most famous magazines have gone under because it is difficult to stay fresh,
appealing, and to keep a continual audience.
Content sites run by large companies, like ESPN and CNNSI for sports, or the Wall
Street Journal Online, thrive because they have steady information resources that people
trust. Most content sites are dying because the upkeep and creativity it takes to keep
them fresh inhibits their growth.
A good content site is one that delivers enough information and charges a fee for
reaching the best information. This kind of subscriber based approach is one of the best
for the Internet. In the old days (1995) you could give away tons of content and people
would visit; today you need to focus on exactly what you want to give away, and what
you want to charge money for.
Don't be afraid to use password protected areas and charge for content. Even at fees
of $10 a month, this model is much more efficient than giving away content.
Yellow Pages or Traffic
Links are what makes your Web, and the World Wide Web in general. Each site grows
by providing links to more information on the topic, or to interesting areas that the
creators of the Web site enjoy. This is a means of creating links to other sites, generating
traffic, and also of establishing presence. People with similar interests will find a good
site one that they can go to find out what is new on the Web. Collect a few of these sites
and the Web that develops is based on specific interests, so that the person doesn't
have to search around for what is new. As a Web site designer, you participate in the
Web and share the places you've discovered. Combined with others, this element of a
Web site is important to establishing a good reputation and return traffic.
As a marketer, these sites are excellent to find targeted businesses in a specific niche.
Use these to find new customers, develop long term alliances, and specifically invite
visitors to your portal pages.
Don't forget to exchange links as well; many search engines are judging your site by the
number of other sites that link to you, so distribute yourself liberally online. Use links to
create relationships with other companies.
Key 3. The Target Audience
The demographics of the Web audience are rapidly changing. Like any good project,
defining exactly who your audience is allows you to create a site to fill their needs. The
Web requires that you create demand with the content you supply. A rough outline of
who is online (visit www.estats.com for more);:
- Primarily male; (55% to 45% men to women by some measures)
- Household incomes greater than $50,000
- Median age 37 (many students, gamers, over 55)
- Mostly college graduates
- Part of the 30% of U.S. households with PCs, with exact number actually
using the Web an unreliable figure.
The old demographics will change, adapt, and grow as it becomes easier and easier to
access and use the Web. Defining the target audience enables you to explore sites that
share your specific interests; visit them and see how they do it. Find out what (or if)
there audience is invited to participate in the site, outside of ordering a product or
service. Check out mailing lists and the variety of discussion groups; by observing the
general discussion, the idea of who and what is out there will become apparent. The
Web makes it easy to conduct market research through observation, gathering
information from those who visit your site as feedback, and by linking with others on the
Web who are after a similar audience. The benefits of knowing who you want to reach
are obvious; the means to reach them are available, affordable, and simple if you spend
the time. How can you hit your target if you never define what you're shooting for?
Key 4: Goals and Expectations
It is surprising how many people don't have goals or expectations for the Web. For
some companies this randomness pays off, but for most it is like any business or
personal effort without a plan. Failing to have a goal will remove any chance to adapt,
since you don't know where you're going. Lack of expectations may result in quick
disappointment on the Web; many businesses have set up elegant sites and sat around,
waiting for the public to come. They didn't think this was an expectation, but the lack
of business showed them it was.
Don't make the mistake of failing to set simple goals to achieve. Knowing where you
plan to go helps you adjust to the pitfalls. Expectations should be reasonable, not a
result of the gold rush hype that pushes many business on the Web. Personal Web pages
also suffer from this lack of thinking, or forethought. A well considered effort is always
more valuable than a quick rush, hoping the best will occur. The Web page is your
project and if given care, will grow. Plant the seeds of goals and expectations so that
the roots will develop from the soil you intend them to grow in.
Here's a chart to help you on your way on the following page.
Key 5. The Content
The final Key will actually begin your project. After considering all the elements and
proceeding with your plan, it is time to define your content by creating a storyboard, an
outline, a plan of what you will do. By writing the content down in a text file, you will
be able to create your own Web site. The best way to achieve this is to sit down at a
simple word processor and produce a text only file.
Take this outline, save it as a new file, and format the text as you would when
preparing to print it as a formal business document. Set headlines, bold text and center
it, and indicate where graphics and Links might be located. Make sure the name of the
Web site, contact information, and an email address are clearly marked. The goal is to
create a single published page that you can turn into a Web page. Turn the outline into a
Storyboard that clearly shows the content you have.
Storyboard Your Page
Click Here For A Template To Use
A storyboard, or outline, is the best way to begin a Web site. Write down your thoughts
as briefly as possible. Think in terms of topics, headings, and natural divisions within
your content. Avoid lengthy paragraphs, long explanations, and detailed discussions
for now. What you first design is the shell, the center to your Web page. It should be
direct and to the point, with an introductory paragraph and give immediate attention to
details.
On the Web, your first page is considered the front end, or the top of the information
pyramid. People begin at the top and explore; if you make it interesting, using content
as the lure and the design of your Web page as the coordinator of information, the result
will be simple, direct, and clear. Variety, balance, harmony, and simplicity are the
guidelines of a good Web storyboard/outline. Begin with the title of your page, which
will appear on the top of the browser. It should be short, concise, and establish a center
to your creation. People will refer to this title to establish where they are. They will also
search for Web sites by the titles, so be sure to include key words or phrases which
describe what the site does. The search engines are computers which only return what
you put there. Make sure the title contains words that tell what your site does.
Next move onto the headline you will put on the page. Should this be mixed with a
graphic, or can it stand alone? How will you set off the top of your Web page? Don't
be worry about exact details at this stage; indicate where you might like a graphic to be
by writing, Graphic: Company logo, or a similar description that can be developed.
The important thing is what words will fit in with the top of the page. These words
establish the tone, the meaning, of your Web page.
The next step is your introductory paragraph; make it as short as it needs to be.
Brevity benefits on the Web, especially with the first Web page. If the text runs off the
screen, the viewer has to scroll down, forcing a physical interaction with a computer
mouse. Instead of forcing, try inviting them in by making your first words interesting,
leading into the content that is below the first screen that the viewer sees.
Many Web designers advocate using buttons, or key words as hot links on the first page.
When outlining, if you can break down your information into separate headings that are
easily readable, it will likely translate to the audience's ability to move through the
material. If one word can sum it up, use one word; these words can run horizontally
across the page, or vertically down like a Table of Contents. Whichever way you choose
can easily be changed once we are into the Web publishing phase. For now, just place
the words that sum up your content, whether within one page, or to be located in a few
pages.
Also be sure that you define who is operating the page, with a contact name, address,
and/or email link so that people can get in touch. They want to know who is running
the site, so don't make it a mystery. If you do divide your site into separate sections of
a single page, like subheadings of paragraphs in a large article, or divide it among
separate pages, indicate that a link is needed, such as writing:
The Web Success Letter
Introduction: a paragraph
- The Idea: Link here to a part that develops the idea
- The Product: Link here to a product reference
- Links: Links to different areas of the Web that have to do with this
page
Conclusion
It is as simple as that. Continue this for one page, no more. If you do more, you will
have to adapt at this early stage to considerations of how to organize your information.
Begin by learning how to do a Web page and you'll learn how to connect them. Once
you are satisfied with the way the page looks, print it out. Use this as a visual reference
to develop the Web site from. Then save it as a text only file; most word processors
will have this option in the "Save" menu. The Web is built on text-only files; if you
have detailed documents from a desktop publishing program, or even a word processor,
use them as a guide along with a simple text version. At the end you will have a text-
only version of your Web page to work on, along with a printed version of what you
want it to look like. Use these two files to begin your site.
Plan To Succeed
HTML editors, which allow you to put the language of the Web into your content, work
with simple text files only. Set up your content and review if it meets your needs. Take
time at this crucial juncture to integrate all the information you've gathered. At this
point, all considerations will have been taken. Adaptations will be planned. Read
through your text and make sure it fits your standards of quality. An old theatre saying
applies here:
"If it doesn't make it on the page, it won't make it on the stage."
Read through and rewrite your content if needed. Don't worry about being perfect, but
take care to put the same quality stamp you'd put on any project onto your Web site.
Click Here For Activities: Your Web Site Plan
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