Is your website out of date, under construction or lacking in focus? Does it make you cringe every time a prospect refers to it? Think of this as the "cringe test." If you cringe at the thought of your website, it's time to turn it into a strong marketing tool that will build your bottom line.
In an economic downturn, your website is even more important for a number of reasons. It works 24/7. It's where customers and prospects increasingly go to research purchases even if you have a storefront. It's an inexpensive way to advertise new products and services. It allows you to build a relationship with prospects and customers.
Here are seven ways to build a quality website:
1. Set goals. Many companies overlook this critical step and doom their website to failure before they even begin. Before you launch or redo your website, ask yourself what you want to accomplish by having a website. Write your goals down and use them to guide the development of your website.
2. Write to be found. If you have a website with all the bells and whistles but no one finds it, your website is not doing its job. Understand what keywords people use to search for your products and services and use them in your text.
3. Write to be understood. While the use of keywords is critical to help people find your website when using a search engine, your copy also should be clear, concise and to the point if you want visitors to understand your message.
4. Make it easy to find information. Use headlines, bullets and type to help visitors quickly find and understand the information you are presenting. A sea of unbroken type is difficult to maneuver and often will cause people to click off your site.
5. Write each page as if it is the only page. A website, unlike a printed piece, often is not read from start to finish. Visitors may land on a product or service page first, totally bypassing your home page. While you can't repeat all information on every page, each page should contain your marketing message and a call to action.
6. Refresh copy often. If a store owner never changed or replenished his or her merchandise, before long customers would stop coming to the store. The same is true of a website. If you want people to keep coming back, give them fresh copy, new offers and resources to explore.
7. Make your website copy rich. Use your website to help your customers and prospects understand how you can help them. Keep in mind that while this is your website, it should be written for your customers and prospects. Develop your website for them and reap the rewards of a stronger bottom line.
May be reprinted with the following, in full: Joan B. Marcus, president of Joan B. Marcus Communications LLC, helps nonprofit organizations and small businesses build their brand with a powerful marketing message. Joan is a pro in all forms of writing, from websites to grant proposals, brochures to electronic newsletters. Services include copy-writing; marketing strategy; branding and message development; marketing communications planning; and grant development, including writing case statements, researching funding opportunities, writing and editing grant proposals, and documenting grant implementation. Sign up at http://joanbmarcuscommunications.com for a free newsletter that offers practical and low-cost strategies to help you market your business or nonprofit organization.
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