There are websites and there are websites that work. The latter rank well in search engines so they’re found both by your prospects and they turn those prospects into customers. After all, what's the use of more visitors if they don't buy from you? Effective Websites include: 1—Good Design – Design should be clean, easy to use and not get in the way of your … [Read more...]
Why Your Landing Page Should Match Your Visitor’s Expectations
According to marketing giant Marketro, 44% of B2B companies miss out on 50% of their sales because they send visitors to their home page rather than a relevant page their paid search ad targeted. Whether or not you use paid search, this has implications for every website. Example 1) Let’s say you’re offering a free ebook to build your email list. You write a blog post … [Read more...]
Get Maximum ROI from Your Content Marketing
For years, B2B companies have offered webinars and white papers as ways to educate their prospects and guide them through the long process of making a sale. The model makes sense. No Marketing Manager is going to wake up one day and say, “Today I think I’ll spend $100,000 on a new CRM.” Not only is it a large purchase, there’s a lot of personal investment in such … [Read more...]
First, You Need an Audience
Without knowing who needs your product or service and what “keeps them up at night”, you're shooting in the dark. Marketers often create a "personal" or “ideal customer” and give her a name, age and occupation. This makes it easier to know what solutions you can offer. This is true whether you're a large company like Sysco right down or a Mary Kay consultant. Everyone’s … [Read more...]
The Problem with “Welcome”
Hopefully, you’re not one of the millions of small business owners using “welcome” on your home page. Why? Because while “welcome” is a pleasant enough greeting it doesn’t tell your visitors how you can help them. You need to spell out how you help. The Importance of Headlines Effective web pages have a benefit-focused headline. Think about it. How busy are … [Read more...]
