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Must haves on your website
Most people locate and research products before they buy and, thanks to Mr Google and the www, few of us pick up the Yellow Pages directory these days.
So, the first experience many people have with your business is your website. It stands to reason it should be a key place for you to generate sales leads.
The web attracts a broad audience and common wisdom says it is safest to assume that every prospect is a busy, smart person who doesn’t want to waste time. For this reason, I don’t recommend using an introductory “splash” page since it requires an additional mouse click. You need to get their attention quickly and move them to the next stage, namely, direct contact with your sales staff.
I have identified six critical elements that your site must have.
Be found – Search Engine Optimisation (SEO) and Search Engine Marketing (SEM). Ensure that your site appears for the most common search terms by including them on your home page and in its keywords. eg. “gym ” so Google can find you.
Value based headings and summaries – capture your prospect’s attention using headings and summaries that confirm you can deliver what they want. Give the information concisely and aim to build a sense of excitement about what you offer.
Make your service or product the hero – the main emphasis of your home page should be the benefits offered by your primary service. Prospective customers only want to know more about who you are once they have established that you provide what they need.
Proof – make sure people don’t have to click more than once to find a written or video testimonial proving that you deliver on your promises. Back it up with a testimonials page.
Call to action – Make sure people know that you want them to become your customer. Tell them what they should do next, if they like what you have to offer.
Make it easy to contact you - find out who the prospect is by providing easy contact information and links. Options include a large visible phone number, a link to a contact form, a button or banner with a special offer that links to a contact form. Put a contact link on every page.
Use sibling pages to give more detail for the information junkies but make sure the home page is snappy and obeys the above rules. A good website generates maximum quality sales leads for you 24 hours a day, 7 days a week. You wouldn’t be without it.
Director, Advanced Fitness marketing www.advancemarketing.com.au
or email :
clayton@advancemarketing.com.au
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