Yes, apparently - websites are supposed to make money! Somebody
came up with the strange idea that it's really not enough to
spend thousands on your site, hundreds of hours creating the
content and then sitting back to admire it. No - apparently it
is now 'the in thing' to have a web site that actually makes a
contribution to your company’s profit.. 'Return on in
investment' is a good phrase that's being thrown around - what
are you actually making from your web site in cash terms? Ever
thought about that? Well, you should be thinking about it.
Not only should you be tracking where the money is coming from
but also where it's gone to. No point kidding yourself - it
wasn't cheap was it? There were the developer's costs, the
graphic design costs and hopefully some costs set aside for
taking on web site marketing experts to get your site found. You
should track what you've spent and then see what's coming
through the door rather than going out when it comes to your web
site. To help you - in what needs to be a constant review and
improve process - here are 7.5 ways to get more sales through
your web site.
"Get On With It!", I hear you shout, "Tell Me The 7.5 Ways To
Make More Sales!"
1. Use a professional web developer to build the site in the
first place.
Don't cut corners or budgets. How many business owners have an
idea for a business and then take up the science of bricklaying
to build their own shop or premises? Exactly - don't do it. Your
job is to run your business effectively - not designing websites.
2. Use a professional graphic designer when your site is being
developed.
If you use your friend next door we can all tell. A rough rule
of thumb is to spend 10% of what you would like the web site to
make. Just think about that for a minute when you get ‘that guy
from down the pub’ to 'knock you one up for £100..". And
remember - you'll need professional web development AND
professional graphic design input. Web developers are not
designers. Graphic designers are not web developers. Glad we've
got that cleared up..
3. Use a professional web site marketing company to get your web
site found - in the search engines, in the directories - on
anywhere on the web that matters.
Graphic designers can't do this. Most web developers can't do
this. And you certainly can't do this - you're supposed to be
running your business, remember? Spot the theme here? Yes –
outsourced professionals. You don't get a plumber in to lay your
carpet do you? Don't make the same mistake when creating your
web site - pull in the appropriate professionals for the
appropriate tasks. Which brings us nicely on to way number 4...
4. Don't be a scrooge.
There is an old proverb that says it perfectly;
"The man who buys cheap laughs once but cries many times. The
man who buys expensive cries once but laughs many times."
Remember this the next you think about cutting corners. There
are obviously exceptions to every rule but you usually get what
you pay for in this life.
5. Ask for the sale.
Yes it's obvious. But are you doing it? If you're actually
selling something directly via your website you have to make it
as easy as possible for someone to work out what they need to
do. Don't make them hunt around for pricing, ordering
information, contact details, delivery information etc. Sock it
to them right up front - they'll love you for it.
6. Throw your web site to the lions.
Get as many people as possible to critique your web site.
Friends and family are always good for this - though they'll
probably be unwilling to be over-critical (unless it's your
in-laws) so impartial parties is a better idea, if you can track
any down. Ask your colleagues and friends to forward your web
site address onto others and ask for direct feedback, no holds
barred. Better to have people test it like this than open your
shop doors, so to speak, and have your customers tell you your
web site is not for them by never coming back..
7. Deliver what you say you will
Yes, another no-brainer but it will pay huge dividends. No point
in fighting tooth and nail for all those hard-to-reach prospects
if you've got a nice healthy stack of existing customers that
already think you're the bees' knees. Once you've got that
customer hold onto him / her with all your might - treat them
like kings because your competitor will be after them. It's far
cheaper and quicker to sell something to an existing customer
than it is to find a new one. Simple in theory - not so easy to
put into practice. But hey - what are you after here? A free
breakfast?!
7.5. "People Laughed At Me When I Said I Could Get Them To Read
This Sentence. But Who's Laughing Now?!"
Use headlines in your web site. People are busy. People are
impatient. They like something that grabs them.
Michael Cheney Sales & Marketing Director, magnet4web
About the author:
Michael Cheney is a successful entrepreneur and owner of
magnet4web.com - one of the UK's leading website marketing
companies. You can read more of his articles and download your
FREE website marketing guide "How To Turn Your Website Into A
Customer Magnet" at www.magnet4web.com
