Article Title: Web Marketing Strategy: Five Website Optimization Dos and
Don'ts
Author: Lori Osterberg
Category: Marketing, Small Business, Entrepreneurship
Word Count: 437
Keywords: web marketing strategy, small business marketing
Author's Email Address: submit@visionofsuccess.com
As a small business, it's important to realize that you need a web marketing
strategy in place to develop online sales on a consistent basis. With over 100
million websites in existence today, you can't put up a site and expect the
traffic to come.
Spend some time on your site, and look at it through your prospects eyes. What
are your visitors looking for?
Think about what you look for in a website when you're out searching online. The
key to making a great website is to put your own impressions behind you. Ignore
what you know about your business. Instead, concentrate on what your visitors
would want to know about your business. In many cases these two items are
distinctly different.
To help you get started, let's take a look at common website optimization
techniques that will help you get your website noticed. Use these five Dos and
Don'ts as guidelines.
1. Do use headlines. Headlines help engage the reader, and assist them in making
their way through your site. Headlines are meant to provide something of
interest to the reader, and motivate them to want to read on - and ultimately
move to the next step. Bold your headlines to make them stand out above your
regular text, and consider increasing the size of the font.
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2. Don't assume your visitor will take action today. Nine out of ten website
owners miss connecting with potential customers because they try and make the
sale today. Instead, offer something of value to your visitor in return for
capturing their email address. Plan on creating a long-term relationship with a
prospect instead of creating instant sales.
3. Do use testimonials from a variety of sources. Include a variety of real-life
customers, well-known people in your industry, authors, and other important
business people in your community. People connect when they know other people
have trusted your company, and have purchased your products and services.
Sprinkle testimonials throughout your site instead of creating a special page.
4. Don't ignore who your customer is. Every audience expects a different
functionality. A group of 20-something males with careers in computer
programming will have different expectations than 40-something soccer moms.
Build to capture the heart of your audience.
5. Do test your material. The "build once" concept works fine for a
brochure, but a website is meant to be updated regularly. Keep track of your
numbers, and try adding new functions to your website at least several times per
month. The more you learn about what works and what doesn't, the easier it is to
develop new material for your website.
Lori Osterberg is a successful author, trainer, presenter and consultant. She
helps small businesses develop successful online marketing strategies, and
offers many online services, including web design and optimization. Receive her
FREE ezine at http://www.VisionOfSuccess.com
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