New Media Marketing Power

“Content is King” has become the rule of thumb in the web industry because the content, or copy, is your online sales person. When web copy engages prospects immediately and clearly shows the prospect an attractive solution to their needs, the results can be very exciting. Without great copy, many prospects become confused or frustrated and leave your site.

Over the next few blog posts we’ll talk about the eight fundamental guidelines to creating great web content, and ultimately, ensuring the online sales results you desire. Enjoy your day, C S Wurzberger

People come to your Site to find solutions as quickly as possible.

“Statistics show that Web visitors will scan a site for just 30 to 60 seconds- and then move on if they can’t find the information they need” (43) From the book 9 Easy Steps

This means in most cases, NO big splashy flash graphics on your homepage. Web users surveys are proving again and again: flash intros can take too long to load, plus is distracting. Many prospects will move to another site when there’s a delay or an annoying visual. Another example of what not to do is; fancy “intro” page. Those can be heavy on graphics and poorly written USP, this can be very frustrating for a busy customer’s buyer because again it takes an ‘eternity’ to load.

Solution: “The best Web sites have a strong headline, followed by short sentences, subheads and bullets to break up copy and make it easier to read. Product descriptions are very brief and skillfully written to build interest. Charts, tables, and other graphics help support the copy in a user-friendly, quick-scan way. (44)

Written By Emily from GiftshopsofAmerica.com

“Paige Arnof-Fenn, an accomplished international marketing and branding expert and founder of Mavens & Moguls, recently spoke at a business meeting we [CS and Pam] attended in Boston. She said, People aren’t surfing the Net anymore, they’re searching for very specific solutions.”

That’s exactly it; it’s about solutions!

People are looking for solutions to their problems, whether it’s comfortable shoes, a stress-free wedding, or a greener lawn without any work. In fact, it’s even deeper than that- you’ll be dancing in the street from comfort a blissful bride or groom as a result of the stress-free wedding, or a proud home owner with free time to lay in the grass.

SO! How do you craft your USP? Here’s a formula that may help. (Adapted from American Artists & Writers, Inc. www.awaionline.com

My [define your business] is the only down above with clear in depth explaining one that _______ [offers what solution] _______ for _______ [define your audience] by_______ [how—explain your Unique Product or Service] ­­­_______

In 9 Easy Steps it breaks the statement down more clearly.

Do you get frustrated while visiting a site where you can’t find what you are looking for or it takes more than three clicks to get to the page you want. Worst of all have you ever decided to order a product on a site or find information and have to jump threw hoops to do so, I know I have and I ultimately gave up.

Those problems are a result of poor site design. You don’t want those problems to happen to your prospects and customers. It’s time to take a positive turn and clearly outline a great site design. You will have the best chance of generating profits.

“A great site design als determines all the pages (and types of pages) you need on your site, such as:

Home, About Us, Product or Service Overview, Product Detail Pages, Testimonials, Newsletter, Specification Sheets, Order Form/Shopping Cart, FAQ Page, Press Room, Event or Sales Promotions/Special Offers, Special Landing Pages (pages tied to a specific promotion), Contact Us” (29)

 

Blog written by: Emily Hammer

This blog is from the book/workbook, “9 Easy Steps to Planning a Profitable Web Site“, written by By: C S Wurzberger and Pam Foster.

If you have any questions contact CS at: cs@newmediamarketingpower.com

“These sites probably make it easy for you to find what you need. They’re easy to read and don’t make you hunt around or click through several pages to order a product or get more information. There’s no guessing or wasted time on these sites. Everything’s organized for your needs. It should be the same when your customers view your site.” From the book 9 Easy Steps. (25)

 A great Web site design contains the following usability rules:

• Simple, clean design that focuses on customers needs
• Easy navigation, without being to busy or confusing
• Detailed information within just one or two clicks (any more can be frustrating for customers)
• Logical information with menus that guild customers to what they need

Here is a checklist for Web site usability (Just a few ideas from the book)

1. “Your site’s home page loads instantly (within 10 seconds)”
2. “Your home page clearly identifies who you are and reflects your company’s brand logo in the left corner, include a tag line, etc.”
3. “Your primary navigation runs across the top of the pages or down the left-hand side- NEVER on the right.”
4. “Your home page is well organized, with a clear starting point and navigation/structure that prospects and customers can easily follow; it includes expected standard sections such as About Us, Contact Us, Help and FAQs.”
5. The most critical elements of your page appear “above the fold”, (the area visitors see on their screen first when they land on your site.)
6. “Your site is written for your prospects and customers. You clearly address their wants, needs and desires.
7. “Your site uses two to four text fonts ONLY, designed for maximum readability (it’s best to use standard Web fonts such as Verdana and Arial, in standard font sizes.)”
8. “Your site is written for your prospects and customers. You clearly address their wants, needs and desires.”
9.  ”Your content is crisp and streamlined; no long paragraphs or redundant messages.”
10. “Your site is clean and easy to read, using subheads, bullets, photos, captions, charts, etc. for quick scanning.”
11. “Your site has a privacy policy if you collect user information for any purpose.”

Next blog will be about Site design considerations. “Have you ever visted a site where you can’t find what you want?” I’ll explan more on Friday.

Blog written by: Emily Hammer

This blog is written from the book/workbook, “9 Easy Steps to Planning a Profitable Web Site“, written by By: C S Wurzberger and Pam Foster.

If you have any questions contact CS at: cs@newmediamarketingpower.com

Your Web site will either make-or-break your online success. Here’s why, “At the very basic level, when customers arrive at your home page, they want to know immediately: what do you offer, what’s in it for them, how they can buy it and how/when they will get it.“ Quote from the book, “9 Easy Steps.“

There are two Web site design areas that are critical in your plan, both are equally important for usability and ultimate success of your site. They are site design and graphic design, I will start with Site design.

Site design: “This is the structure, functionality and fundamental usability of your Web site, including the navigation, number and type of pages, menu set-up, any links or downloads, search capability, sign-up boxes, forms and auto-responses, etc.“ (23) With all of the items above, you need to create a site plan or an outline of everything in detail. (In “9 Easy Steps“ there are work pages ready for you to fill in the blanks.)

Graphic design: The graphic design items should blend in with your business’s identity. “This is the look, feel and readability of your site, including color, font choices text formats, graphics and other design elements that reflect your business brand and help the viewer.“ (23-24) Graphic design also includes your business’s idenitity in; logo, photos, any other visuals you may have to help visitors recognize you.

Important to know: Designing a Web site is different from designing print materials, many wonderful graphic designs have no experience designing both. Beware.

On Wednesday we will go over the, “Usability Rules“ and a few of “9 Easy Steps“ checklist for Web site usability.

Blog written by: Emily Hammer

This blog is written from the book/workbook, “9 Easy Steps to Planning a Profitable Web Site“, written by By: C S Wurzberger and Pam Foster.

If you have any questions contact CS at: cs@newmediamarketingpower.com