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By Mike Cheney
Yes, apparently - websites are supposed to make money!
Somebody came up with the strange idea that it's really
not enough to spend thousands on your site, hundreds of
hours creating the content and then sitting back to
admire you, and your developer's work. No - apparently
it is now 'cool' to have a web site that actually makes
it onto a sales column in your chart of accounts..
'Return on in investment' is a good phrase that's being
thrown around - what are you actually making from your
web site in cash terms? Ever thought about that?
Well, you should be thinking about it. Not only should
you be tracking where the money is coming from but also
where it's gone to. No point kidding yourself - it wasn't
cheap was it? There was the developer's costs, the graphic
design costs and hopefully some costs set aside for taking
on web site marketing experts to get your site found. So,
anyway, track what you've spent and then see what's coming
through the door rather than going out when it comes to
your website. To help you - in what is a constant review
and improve process - here are 7 1/2 ways to get more sales
through your web site.
"Get On With It!", I hear you shout, "Tell Me The 7 1/2
Ways To Get More Sales!"
1. Use a professional web developer to build the site in
the first place.
Don't cut corners or budgets. How many business owners have
an idea for a business and then take up the science of
bricklaying to build their own shop or premises? Exactly -
don't do it. Your job is to run your business effectively
and worry about where the profits are coming from - not
designing websites.
2. Use a professional graphic designer when your site is
being developed.
If you use your mate next door we can all tell. It might
keep your wallet heavy but hey - if you want a website
that looks a million Lira - fine. A rough, made up just
now, rule of thumb is to spend 10% of what you would like
the web site to make. Just think about that for a minute
when you get Dave from down the pub to 'knock you one up
for $100..". And remember - you'll need professional web
development AND professional graphic design input. Web
developers are not designers. Graphic designers are not
web developers. Glad we've got that cleared up..
3. Use a professional web site marketing company to get
your web site found.
You need to get found in the search engines, in the
directories and anywhere on the web that matters. Graphic
designers can't do this. Most web developers can't do this.
And you certainly can't do this - you're supposed to be
running your business, remember? Spot the theme here? Yes
- professionals. You don't get a plumber in to lay your
carpet do you? Don't make the same mistake when creating
your web site - pull in the appropriate professionals for
the appropriate tasks. Which brings us nicely on to way
number 4...
4. Don't be a scrooge.
There is an old proverb that says it perfectly;
"The man who buys cheap laughs once but cries many times.
The man who buys expensive cries once but laughs many
times."
Remember this the next you think about cutting corners.
There are obviously exceptions to every rule but you usually
get what you pay for in this life.
5. Ask for the sale.
Yes it's obvious. But are you doing it? If you're actually
selling something directly via your website you have to
make it an absolute doddle for someone to work out what
they need to do. Don't make them hunt around for pricing,
ordering information, contact details, delivery
information etc. Sock it to them right up front - they'll
love you for it. If you're not selling directly via the
site you still need to ask for the sale.
6. Throw your web site to the lions.
Not literally, unless it's really bad. (And in case you're
wondering how that would be physically possible just load
all your web site's files onto a floppy disc, take the
number 33 bus down to the nearest zoo, buy a ticket and a
map, locate the lions and Bob's your uncle. But I
digress..). Basically get as many people as possible to
critique your web site. Friends and family are always good
for this - though they'll probably be unwilling to be
over-critical (unless it's your in-laws) so impartial
parties is a better idea, if you can track any down. Ask
your colleagues and friends to forward your web site
address onto others and ask for direct feedback, no holds
barred. Better to have people test it like this and say it's
about as much use as a chocolate fireguard than open your
shop doors, so to speak, and have your customers tell you
the same thing by voting with their mice and sniffing away
in an instant in the search for more professionally-produced
cheese...
7. Deliver what you say you will.
Yes, another no-brainer but it will pay huge dividends. No
point in fighting tooth and nail for all those hard-to-reach
prospects if you've got a nice healthy stack of existing
customers that already think you're the bees' knees. Once
you've got that customer hold onto him / her with all your
might - treat them like kings because your competitor will
be after them. It's far cheaper and quicker to sell something
to an existing customer than it is to find a new one. Simple
in theory - not so easy to put into practice. But hey - what
are you after here? A free breakfast?!
7 1/2. "People Laughed At Me When I Said I Could Get Them To
Read This Sentence. But Who's Laughing Now?!"
Use headlines in your web site. People are busy. People are
impatient and people can't read. Well, okay they can - but
they prefer information in small chunks. They like something
that grabs them. Why do you think you're reading this article?
Because your subconscious read the headline and dived straight
in. You really think you would be reading this if the article
were titled "Web Site Creating Techniques Aimed At Improving
Return On Investment Over Time". ?? I rest my case...
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