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 7.5 ways to get more sales through
your web site.
"Get On With It!", I hear you shout, "Tell Me
The 7.5 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 ú100..". 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?!
7.5. "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...
Mike Cheney
www.magnet4web.com
You can get free access to lots more articles that will
help you get more sales from your website plus a Free
Bonus Special Report "How To Turn Your Website Into A
Customer Magnet" worth a value of ú47 ($85) here:
http://www.magnet4web.com/website_services/?page=freeguide