Structure of a Highly Switching Website

Structure of a Highly Switching Website

Target Audience

The particular foundation of effective web marketing is the ‘who. ’ Determining your focus on audience, the requirements, wants, stage of knowledge, goals, and so forth is critical to creating an internet site that will be effective at either leads generation or e-commerce.


Streaming directly from who you want to target, is the question of what you want to say to them. Your primary message provides your value proposition in an obvious and compelling way. Your primary message is not a quest statement, or an exec summary of your tactical plan. Your core information is essentially a set of the reasons that folks do business with you : written from their perspective.

Site Structure

Many websites are little more than on-line brochures. Visitors are free to click between this page and that, reading a little here and just a little there. The result is that a site visitor develops very little emotional attachment, and the ‘back button’ is increasingly enticing. Sales people intuitively understand that their message must be delivered in the right sequence – A, B, C, then D, which leads to E. A website that is carefully structured can attempt same effect, building understanding and buy-in, step by step. On the end of that ‘presentation’ the visitor takes the next step willingly.

Telephone calls to Action

Asking a website visitor to take the next step is the ‘call to action’. This can be the “contact us”, “join our mailing list”, or “sign up today” option, which informs the site website visitor of the correct next step. Most people are grateful to be led through the process of evaluating a product or service, so if you tell them that the next step is to sign up for a 30-day trial, many of them will.

Lead Catch

Actually capturing contact (and qualification) information from leads is relatively easy with today’s technology. Some simple web scripts and an effective ‘off the shelf’ business database are all that are expected. Many companies established up automated responses, conserving time and energy, and making certain their sales people spend personal time with only the most certified leads. Good Graphic Style

Unfortunately, many companies spend 90% of the web budget on studio, and only 10% on ‘the other stuff’. Graphic design will serve two purposes: 1) to determine credibility, and 2) to entice visitors to read your text. Credibility is established each time a company makes use of effective graphic design and ‘looks big’. On-line it’s hard to tell, but bad graphic design leads people to think that your company is small. Once credibility is established, visitors will spend some time evaluating your particular message.

Site Promotion

Once your site has been optimized to maximize conversion rates, using the strategies listed above, site promotion activities should be applied to drive increased traffic on your site. Site promotion ranges from listing your website on your business cards, through expensive and time consuming Search engine optimisation strategies to increase your ranking on sites like Google. The area of site promotion can be considered a minefield to those new to internet marketing.

Possibly the 3 most economical strategies to investigate are:

• Email Marketing
• Search engine Marketing
• Search Engine Optimisation