After all the fuss with Facebook, Twitter and other social media platforms, the humble Web site is still a key part of your online marketing strategy. Why? Because business owners realise their Web site is their most powerful lead conversion tool. You might use other things for lead generation – in other words, getting traffic to your Web site – but it's your Web site that converts them from "just looking" to "ready to do business".
Internet marketing expert Avinash Kaushik puts it beautifully like this:
"Don’t write cheques with Social Media that your Web site can't cash."
So what goes into a high-quality Web site?
The secret is to understand that everybody who visits your Web site is asking four key questions:
- Why this? What are the benefits for me?
- Why you? What is your authority to make these claims?
- Why now? What is the urgency for me to take action?
- Why me? Why is this the right fit for me?
They need to answer all four questions before they will be willing to buy (whatever "buying" means for your business – e.g. buying a product, phoning you, booking a date, registering for an event, …).
So put yourself in your Web site visitor's shoes, sit in front of their desk, take control of their mouse, and visit your Web site with their frame of mind.
Consulting: Web Site Strategy
If you’re planning to create a new Web site, you need professional help to plan exactly how it will work for you and your business. This is not about the colours, fonts and other visual elements; it’s about planning your Web site so it delivers what you want. My Web Site Strategy service will help you create a Web site plan you can then pass on to your Web developer.
Consulting: Web Site Review
Is your Web site achieving the results that you would like? If not, there might be a few simple things that you can do to improve its performance. The report covers more than 160 checklist items, but you won't just get a Pass/Fail for each item. Instead, I'll give you specific recommendations for how to improve the site. Where appropriate, I'll also give you additional material to help you. The purpose of this review is to help you build a Web site that works for your business! I want to help you focus your time, money and effort on the things that matter.
The eGurus Community
If you're a member of the eGurus Community, there are many resources in the eGurus Vault about building an effective Web site. You get instant access to e-books, webinar recordings, audio programs, articles, and workbooks; as well as access to Gihan for individual assistance where required.
Online Course: LeverageU – Your Web Site Strategy
This six-month program will help you plan your Web site strategy, and use it to either create or review your main Web site. It covers: knowing your market, attracting leads, making more sales, client loyalty, and more.
This course is available to members of the eGurus Community.
This course is also available at CourseCraft.net as a stand-alone program.
Audio Program: Make More Sales
With all the fuss and hype about social media, it’s easy to forget the importance of your Web site, and that’s a mistake. You can use social media to get their attention, but it’s still your Web site that makes the sale. In fact, your Web site is now even more important than ever before. From an Internet marketing perspective, all your efforts on social media have the ultimate goal of leading people to your Web site.
Webinar Recording: Promote Your Products and Services Online
Your Web site is an essential part of your marketing mix – it's where most potential clients come before they choose to contact you. But some Web sites are too pushy in their marketing, and that loses them business. On the other hand, you do need to lead your Web site visitors through a path to convince them to take action. In this webinar I'll show you how to promote your products and services appropriately on your Web site, so you're informative without being intrusive, and persuasive without being pushy.
Webinar Recording: Selling Using PayPal
PayPal used to be a bit clumsy, and only used by amateur eBay sellers. But it's cleaned up its act, and is now a highly professional payment system. In this webinar I'll show you how to link your Web site to PayPal, not just for simple product orders but also for e-book downloads and recurring subscriptions (e.g. for a membership site).
Webinar Recording: Taking Online Registrations with Eventbrite
Eventbrite is a low-cost service that makes it easy for you to take registrations for both free and paid events. It's a brilliant service that includes things like multiple ticket prices, early bird cut-off dates, discount codes, affiliate links, promoting on social media sites, and much more. In this tutorial webinar, I demonstrate how to set up Eventbrite and link it to your Web site.
Webinar Recording: Writing for the Web
Most Web sites are boring to read because they are too formal, too focussed on themselves or don't provide enough relevant information for the reader. By learning to write simple, clear and easily-readable Web pages, you'll engage your readers immediately, keep their interest while they are reading, and encourage them to take the action you desire.
E-Book: The Busy Entrepreneur’s Guide to Making More Sales on Your Web Site
Most of the advice you see about Internet marketing is about getting more traffic to your Web site. But that’s not always the easiest – and most profitable – way to generate more sales. If you focus instead on how to do more with the traffic you’re already getting, you can often get better results from the time and money you put into your Internet marketing efforts. In brief, this book is about how to be more persuasive on your Web site. It’s about understanding the psychology of your site visitor, and using that when writing the words for your site.
This is for you if you are launching a Web site, or launching a new product or service, or not getting enough sales from your Web site, or planning a new marketing campaign. It’s also for you if you’re BUSY running your business, and don’t have time to become an Internet marketer! So you need some simple things you can do to improve your results – without taking a lot of time, and without needing technical skills.
E-book: The Seven Fatal Mistakes Business Owners Make With Their Web Sites
Any fool can create a Web site. And many fools do. There are millions of business Web sites on the Internet. And most of them don’t work. Fortunately, yours can be different. It is possible to build a profitable Web site that helps you grow and develop your business, rather than sucking money out of it and causing you endless headaches and frustration.
E-book: Web Sites for Speakers, Trainers, Coaches and Consultants
The truth is, most experts' Web sites cost money and lose money. This book shows you how to build a Web site that makes money for you. It's not about selling directly from your Web site. Rather, it's about building a Web site that supports your business by promoting, selling and complementing what you do in the "real world".
Get Active! Why Most Speaker Web Sites Fail
How do you move your business from active income to passive income? The secret is to build a Web site that first supports your active income, rather than trying to build a passive income source up front. Learn the strategy and avoid the traps in this e-book.
Online Course: Web Site Success for Infopreneurs
Most infopreneurs' Web sites are cluttered. But if you've already got a Web site, don't throw it away! You might just have to tweak it here and there to get big results. In this free on-line course, every two weeks we'll look at one aspect of an effective infopreneur's Web site, and I'll give you some things to check on your own site to discover whether you're doing it right.
Webinar Recording: The Biggest Mistake Web Site Owners Make
This webinar looks at the biggest mistake on most Web sites – and how to avoid it. Learn how to understand your customer's frame of mind and lead them on a path through your site, to increase your conversion rate and turn more visitors into customers. Based on the Set Buying Frames chapter in my book Fast, Flat and Free.
Webinar Recording: The 15 Essential Components of a Thought Leader's Web Site
Social media is all the rage, but your Web site is still important – it's where people come to you when they decide they want to do business with you. This is especially important for Thought Leaders and other infopreneurs, because your clients expect your Web site to demonstrate your thought leadership and expertise.
There are hundreds of things you can do on your Web site to position yourself and your thought leadership, but not all of them are effective. In this webinar, I'll share the 15 key components that every Thought Leader needs on their Web site.