Bring Your Visitors Back Clamoring for More! Maintain and
Improve Your Web Site Weekly
80% of your Web site is Maintenance!
Once your Web site is up, you must maintain it. Maintenance
means changes, and each time you make a change, you may make a
mistake. I'm really grateful when people point out my Web
glitches, and I can be more proactive by checking my site each
week.
If your visitors get a link that doesn't work, see incomplete
instructions, or read your dull instead of passionate copy, they
will leave your site immediately, and not bookmark it.
Before you invite folks to see your masterpiece you need to
check and correct all parts of your site, and especially the
home page.
TEST YOUR HEADLINES. You have four seconds to get your visitor's
attention. Test your title or opening sentence of copy. This one
item alone can make a huge difference in the responses you
receive.
Instead of the wasted words "welcome," put a benefit with a link
to either a benefit story or sales letter about your product or
the product itself.
When I placed "Quadruple your Web Sales in Just Four Months"
with a "click here" to my sales copy following it, my Web sales
increased ten times from my original home page, and this in only
four months time.
People learned about my eBooks and Teleclasses on Write Your
eBook or Other Short Book--Fast!, Ten Non-Techie Ways to Market
Your Book Online, and Quadruple Online Sales in Four Months with
Free Articles. In 2002, after being Online eight months, Web
sales are consistently over $3000 each month.
If your headline doesn't say benefits, the game is over.
TEST YOUR OFFERS. People perceive more value when you add an
incentive to buy. Give them a bonus FREE report or a tips list
with the order. It takes little time and effort to create, but
it increases sales thirty-fold.
Each month, I motivate my visitors with "Discounts of the Month"
available as a navigation bar on home page. In each discount I
include testimonials and benefits, And perhaps a bundling of
several books or teleclasses For a deep discount--often half
price.
1. Testimonials. They lend credibility to you. When people see
that other well-known leaders like your products or services,
they are more likely to buy. It's relatively easy to get these
too.
Here's a few that worked:
- "Save yourself from headaches, disappointments, and money down
the drain. Read Write Your eBook or Other Short Book- Fast!
before you write another word. The author puts you on the
fastest track to publishing success."
- "Wow! My sales letter worked! Thank you, thank you, thank you
for presenting your 3-session teleclass "Create Your Homepage
With Marketing Pizzazz." You helped me focus on who my target
market really is--a major accomplishment. Knowing the difference
between benefits and features helped me produce a sales letter
that got me a sale the next day I put it up on my site."
- "In just one coaching session I learned how to strengthen my
article's language, got a perfect acronym for my coaching
business, learned the difference between benefits and features,
got a new bio/benefits statement to use for networking, and most
of all the "bigger picture" to see a series of products and
services to sell--definitely worth her fees."
2. Benefit statements. Test your copy by emailing several groups
in your address book with several choices. Call it a Survey. Ask
them, which benefits makes their heart skip a beat? Enough to
take out their credit card and buy. Emphasize different
benefits. Try out different headlines, phrases, power words or
metaphors. Appeal to different senses like smell, touch,
emotions or visual. Remember most people are visual and
kinesthetic.
Here are a few ideas:
For a book one client submitted these benefits: -Clean up the
places of your life where you're out of integrity -Create more
time, energy, and passion in your life -Uncover your deepest
values and honor them.
Another book's benefits included: -Be your self in a world that
wants you to be like everyone else -Develop positive expectancy
to achieve real results -Procrastinate into your hearts desires
-Balance work and home by mastering the joy of moseying
TEST YOUR PRICE. A price that is too low is as bad as a price
too high. Too low a price devalues your product or service.
Potential clients or buyers might think, "If it's that cheap, it
must not be good." One myth is that eBooks have less value than
print books. If your book has information your one particular
audience wants, you must price it accordingly. If your service
is invaluable, be sure to charge what you're worth.
Always start your prices high. Later you can offer a deep
discount.
TEST YOUR COPY. Change testimonials or pictures every so often.
Redo your opening page and closing page. Instead of "Subscribe
to my ezine," put a short testimonial from a famous person in
your field right before the "click here" to subscribe.
Always give your visitors a reason to buy. Make your copy "you"
oriented. Dan Poynter, author of The Self-Publishing Manual,
said this about the free monthly ezine The Book Coach Says...
ezine is chock full of useful information - totally worth your
time.
Make your Web pages easier to read by using bullets. On my home
page I put these questions in bullets:
"Let me help you answer questions about your book"