White-Hat Marketing

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Spend time planning your Web site. Before you design a page or
write a word, get a visual, and mental picture of your preferred
audience. Your visitors will spend up to 8 seconds on your home
page, so plan accordingly. Draw your specific audience's
attention with compelling headings that include benefits that
will solve their problems.

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1. Define your preferred audience. Picture them as you create
your home page. Create an audience profile including their
special needs and concerns. Make sure your Web site solves their
problem, and it has a lot of information that will help your
visitors.

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2. Make your home page simple and easy to read so it
will load fast and not make potential customers wait. Include
benefits and a few testimonials. Forget the large photos or
spinning and flashing signs that distract. Put navigation bars
(topics of other pages) on the side or top to lead your visitors
to different pages. You may name them: seminars, teleclasses,
free articles, archived past eMagazines, products page,
testimonials, and how to order page.

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3. Send an email survey to your potential buyers to skyrocket
your Web sales. Ask them, which titles and benefits would make
you want to buy? From their feedback, make every word count on
every Web page. Dramatic headlines with specific benefits lure
visitors to read, then buy.

One author changed his copy from "Money-Saving tips on Car
Buying, Leasing, Repairs and Insurance Reduction Tips" to "How
to Buy a Car at $50 Over Dealer Cost." He discovered why his
surveyed customers bought it. More of them wanted to buy a new
car far more than the other benefits he offered. When he changed
the title, sales increased by over 300% in 48 hours.

4. Put a sales letter on your home page aimed at your major
product or service. Some experts write very long ones, others,
like myself, write short copy. Check and test every part, every
navigation bar, and every link to see how it works. If you are
selling a product or service, test your headline and your copy.
Replace dull copy with passionate testimonials, even for your
ezine. Be sure to research and include everything that will make
your home page sing. Check out the site www.stopyourdivorce.com.
Only one sales letter sold $300,000 in books this last year.

5. Check out all the rest of your site. A good tweak before your
guests arrive will bring you many more positive results. Check
your headlines. Do they lead to a motivating story, rather than
right to your products? Check your offer. Did you include a free
bonus report? Check your prices. Low cost isn't always best. Let
your products reflect your professional status. Check your
layout--how you lead the prospect to your order page. Check your
ordering process. Will your orders come back with proper
information on them? You may also want to test the use of color,
typestyle, and copy. In fact, test everything you put out to
your Web site visitor. Friends and associates can be your
friendly sounding board.

6. Include a lot of content, and make it easy to reach. Your
visitor should be able to click and receive your "gold" in
seconds. At the end of each content piece, include a link to
your products, teleclasses, or services page. Each article may
steer your visitor to a different place.

7. Don't worry about being high in the search engines. Just
create a user-friendly, easy to navigate, site with meaningful
content and submit it manually to the search engines. You can
get a list of submission links at
http://www.bytesworth.com/submit_urls.asp.

You don't need thousands of hits a day on your Web site; you
need qualified buyers.

About the Author

Judy Cullins: author, publisher, book coach Teleclass and book:
_Ten Non-techie Ways to Market Your Book Online_
http://www.bookcoaching.com/teleclasses.shtml Subscribe to FREE
ezine "The Book Coach Says..." Email: Judy@bookcoaching.com

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