REPORT: Your Web Site Needs YOU To Sell!
Todd Jamieson
**** Copyright Todd Jamieson 2004 ----- Todd Jamieson, EnvisionOnline.ca (www.envisiononline.ca) ****
According to The Kelsey Group, 45-50% of small businesses in the North America now have Web sites, and that number will exceed 60% in less than two years. To compete locally or internationally, web presence is absolutely essential. But too many companies think that just having a web site is good enough, without considering the importance of what's actually on it.
Your web site is an extension of you, your company and your selling ability, so to rely on a page thrown together just so you're online can hurt you in the end. This is not unlike a traditional retail store.
For your web site to make you money, you need to attract and keep customers. This means that not only does your site have to be designed for easy browsing and scanning, but it also has to be attention catching. You need to give them a reason to stick around (and buy from you)!
Three elements make up the foundation of attracting customers to your site and keeping them coming back: written content (copy), images and customer interaction.
Written Content
While the code forms the technology of the site, its content is what drives its ability to do what you want - generate sales, generate leads or give information. High quality, meaningful content, that is both persuasive and relevant, is crucial.
Writing for the web is a learned skill. Copy should be eye-catching, clear and concise, while being search-friendly and using words customers are familiar with. Remember - sell the sizzle, not the steak.
Images
You wouldn't order a Big Mac from McDonald's if its advertised picture looked anything like the towering mess you are actually served, now would you?
I didn't think so.
Graphics, while not as important as copy, are worthwhile additions to any site. They add visual appeal, break up text and draw attention.
That said, you can't just throw any image onto your site.
Product pictures need to be of high-quality and professional, highlighting the key features of the product. This is especially important when selling products, as customers can't touch your product.
Most importantly, you must be sure that there is a relationship between your writing and your graphics, or be prepared for confused clients.
Customer Interaction
In a real store or business, customers can speak with staff, handle products, leaf through flyers and use coupons. All of these help the customer decide what to buy and where.
So how do you incorporate this into your web site?
Adding the ability to create coupons, upload flyers and communicate through customer service channels on your web site is not as scary or expensive as you may think. Transferring these available sales-driving tools to the web can be done quickly and cost-effectively.
Web sites are a valuable marketing tool. They can even be designed to match your current marketing strategies. But for it to work for you, you have to be willing to work on it.
(c) Todd Jamieson 2005 ----- Todd Jamieson, EnvisionOnline.ca (www.envisiononline.ca)
About the Author:
Todd Jamieson is Founder and President of EnvisionOnline.ca, an Ottawa-based web development and consulting firm. He holds a Bachelor of Business in Marketing from Bishop’s University and has over ten years experience with Internet and database technologies. Jamieson has worked as Project Manager on more than 200 web sites, web applications and Internet e-business initiatives for small and medium sized enterprises. He is also actively involved in a number of other small businesses and is Associate Director of Exploriem.org, Professional Entrepreneurs and Intrapreneurs Organization. He lives in Ottawa with his spouse, Erin.
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