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7.5 Ways To Get More Sales Through Your Web
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by Michael Cheney
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 you,
and your developer's work. No - apparently it is now 'cool' to have a web site
that actually makes it onto a sales column in your chart of accounts.. '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 was 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.
So, anyway, track what you've spent and then see what's coming through the
door rather than going out when it comes to your website. To help you - in what
is 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 Get 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 and worry
about where the profits are coming from - not designing websites.
2. Use a professional graphic designer when your site is being developed.
If you use your mate next door we can all tell. It might keep your wallet heavy
but hey - if you want a website that looks a million Lira - fine. A rough, made
up just now, 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 Dave 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
You need to get found in the search engines, in the directories and 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 - 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 an absolute doddle 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. If you're not selling directly via the site
you still need to ask for the sale.
6. Throw your web site to the lions.
Not literally, unless it's really bad. (And in case you're wondering how that
would be physically possible just load all your web site's files onto a floppy
disc, take the number 33 bus down to the nearest zoo, buy a ticket and a map,
locate the lions and Bob's your uncle. But I digress..). Basically 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 and say it's about as much use as a chocolate fireguard than open
your shop doors, so to speak, and have your customers tell you the same thing
by voting with their mice and sniffing away in an instant in the search for
more professionally-produced cheese...
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 and people
can't read. Well, okay they can - but they prefer information in small chunks.
They like something that grabs them. Why do you think you're reading this article?
Because your subconscious read the headline and dived straight in. You really
think you would be reading this if the article were titled "Web Site Creating
Techniques Aimed At Improving Return On Investment Over Time". ?? I rest
my case...
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