The Internet is the largest marketplace with more than 56 million US Internet users either actively looking for a product or service or comparing products, services or vendors in order to make a purchasing decision. The Internet is also the place where your potential clients can find your competitors, just as easily as they found you. So, it's crucial that you capture their attention on their first visit. How can you do that? Successful online marketers know that they can convert more web visitors into customers if they:

1. Establish credibility:

For most potential clients, a visit to your web site will be their first contact with you. If their first impression is a negative impression, you are history. A well-designed web site helps you establish instant credibility. Here are the basics:

• Avoid templates and free web pages - you may think you are getting a great deal, but they only hurt your business because potential clients may not take your business seriously.
• Your web site is a marketing tool. Invest in keeping your site updated, otherwise people may think you are no longer in business. Update your site technology to ensure it is visible to search engines and across different browsers. Update offers, pictures, prices and rates as needed.
• Invest in a merchant account. Paypal and similar services are fine for personal use, but they do not help build a professional image for you. If you decide to accept credit cards online, go with a reputable company such as your business bank.
• Avoid email addresses using Aol, Hotmail, Yahoo, Msn or anything other than your own domain. It's highly unprofessional to use your personal email address for business. Use yourname@yourwebsite.com instead.

When users can't immediately see your online image as a credible, legitimate business, they develop fear of doing business with you. They abandon their shopping carts or inquiry forms, and you lose the opportunity to do business with them.

2. Provide relevant content:

There was a time when visitors went to a web site to simply view a virtual brochure. But now, 10 years after the Internet took off as a mass media communication tool, Internet users expect solutions for their daily problems and concerns. Time is short. Businesses are spending more to get their online information in front of potential clients. Communicate with your potential clients, concisely and effectively:

• Provide users the information they need. Cut out irrelevant information such as information on your hobbies, family, pets, etc. from your business site.
• Add content to help them make better decisions. Relevant content establishes credibility and expertise; people bookmark useful sites and come back for more.
• Content is crucial for Internet users who will be making a major purchase decision such as looking for a new home or selecting a long-term vendor for their business.

3. Make your policies clear:

Be straightforward with your prospects. E-commerce sites must make their prices, shipping, return, refunds and customer service information very clear. FAQs are very useful in this case. Ask your current customers what information they consider important. Simply, make it clear for potential clients. Make it comfortable for them to do business with you - and they will.

4. Learn about and from your users:

If you want to maximize your online marketing strategy, it is crucial that you focus on your visitor. Web analysis allows you to visualize how visitors navigate your site, from the page they entered to the page they exited. It provides a wealth of marketing information - including demographics, keywords searched, and length of visit - that allows you to improve your site's performance, your search engine rankings and your overall Internet marketing strategy. Web analysis is an essential tool for online marketers - if you have not looked into it, make sure you do.

Keep these simple concepts in mind and you will be amazed at the great results your online marketing strategy brings you!

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Deia Farrel is a partner at Mediamix Design & Publishing Inc, a web development company specialized in branding and search engine optimization. Mediamix is located in St Petersburg, FL and has been providing web development and Internet marketing services to other businesses worldwide since 2001.