Website Marketing Essentials

There are certain things that make the difference between good websites and great websites. Many new website owners make the mistake of spending months creating a compelling looking website, but fail to have the essential copy elements and/or do not have a robust sales process set up to manage sales and follow up.

Each site must have a definite purpose, which aligns with your business strategies. The design of the site should be such that visitors are funneled to the point at which they take an action that achieves your goal. Good sites stop here.

But great sites don't stop there. Once the first goal has been achieved [converted], a great sites continue to build a relationship with their purchasers [or those who fulfilled the primary goal] to achieve further business goals.

The following elements will help identify the essential components of a full website marketing capability. Where appropriate I have listed these in order of importance.

Infrastructure

1. Domain Name
2. Web Hosting Service
3. Blog
4. Autoresponder Service
5. Merchant Account or Paypal Account
6. Multimedia Capability- Audio and Video
7. RSS Feed
8. Social Networking Accounts
   • MySpace
   • YouTube
   • Facebook
   • Squidoo
   • VoiceShot

    

Content Elements

Landing Page / Home Page

The content elements of the first page vary depending upon whether the visitor reached the page through organic means [search engines or general web surfing] or through marketing intiatives. Organic traffic generally lands on the home page. Marketing traffic lands on a sales page, commonly called a landing page.

1. Headline
2. Sub-Head
3. Benefit Bullets
4. Compelling Offer
5. Strong Call to Action
6. Opt -In / Subscribe Box
7. Privacy Policy

Order Page

Part 1 - no OTO

1. Headline
2. Restated Offer
3. Benefit Bullets
4. Purchasing Options

Part 2 - with OTO

If you are making a back end sale using a one time offer [OTO] or bundle offer, then you need to include:

1. Boxed out Pre Headline
2. Headline
3. Strong reason why they should accept this offer
4. Benefit bullets
5. Options:

• “Yes!” option highly visible
• “No” slightly visible

Thank You Page

1. Headline
2. Thank you message
3. Restate Benefits
4. Primary Download links (if necessary)
5. OTO Download Links (if necessary)
6. Shipping details (if necessary)
7. Special Offer

Follow Up AutoResponder Messages

Buyer

1. Thank you message
2. Product Use information
3. Audio or Video postcard
4. Testimonials
5. Special Offers

Non-Buyer

1. Follow up messages (text, audio, video)
2. Testimonials
3. FAQ’s
4. Reasons Why
5. Additional related offers

Once you have all your essential content set up, you are ready to drive droves of traffic to your website.

Generating Traffic

1. Blogs
2. Forums
3. RSS
4. Article Submissions
5. Press Releases
6. Social Bookmarking - MySpace, YouTube, Facebook, Squidoo
7. Advertisements
• Pay Per Click
• Text Link Ads
• eZine Ads
• Solo Ads
• Classified Ads
• Banner Ads
8. Craigs List
9. Traffic Exchanges
10. Affiliates
11. Joint Ventures

Good Luck!

You may also be interested in:

• Writing For The Web
• Website Publishing Tactics
• Webmaster Tools

Next: Use Cognitive Pyschology to Optimize Your Webpage Design

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