If Your Business Depends on Sales, Is Your Website Earning Its Keep?

“Your website is a lead-generation and multimedia content publishing tool.  It gives your agency the ability to build a strong brand online, create value, connect with audiences, and generate leads.

“When developing or re-designing your website, do not overlook the importance of strong website copywriting that is optimized for search engine rankings and visitors.  Effective copywriting conveys key brand messages, stresses features and benefits, and drives visitors to a desired action, such as a call, contact form, or content download.”

-Paul Roetzer

The Marketing Agency Blueprint:  The Handbook for Building Hybrid PR, SEO, Content, Advertising, and Web Firms. 2012. Pg. 103.

 

OLD-ERA BROCHURE-STYLE WEBSITES

Our Clients sell things—services, products, and, in some cases, ideas—and they need their websites to support their business activities; they need websites that sell.  Many of them, however, when we first start working with them, don’t have websites that sell, they have website that tell.  Their websites are just like the vast majority of websites on the Internet today; they are of the so-called “brochure-style”.  In the early days of the Internet there was an understandable rush for businesses to create a web presence; to get their websites up and running as quickly as possible.  Because of time pressure and due to the remedial nature of the state of the art off the time, these first-generation company websites were typically only online versions of the company’s printed glossy brochure.  These brochure-based websites focused on the company, pushing out one-way messages:  who we are, what we do, who we do it for, how to contact us, etc.  Little or nothing was ever said about the Customer and, more importantly, what was important to the Customer.  These are what we call old-era websites.  They are not websites that sell; they are websites that tell.

 

“The sole purpose of your web site is to deliver complete propositions to your target visitors.  The form of any proposition is, “This is how what we do addresses your need.”  A proposition is the bridge between what they want and what you do.  It should be present from the first glance, and should get stronger as the visitor continues to engage?

Ben Hunt, Convert:  Designing Web Sites to Increase Traffic and Conversion (Indianapolis, Indiana: Wiley Publishing Inc., 2011), p. 119.