Posts Tagged Web Strategy

Do you suffer from Brochure Site Syndrome ?

Brochure Site Syndrome (BSS) is a set of signs and symptoms that indicate you have been unable to successfully transition to a sales focused website with the outcome that it is hurting your business and costing you time and money.

The brochure or business card site is sooooo yesterday and in today’s competitive environment if you have the opportunity to build or upgrade your site then you need to be aware of BSS so you can jump straight to developing a sales focused website.

Not only does BSS cost you time and money but it can hurt your brand and send the wrong message about your business. A business that suffers from BSS will create doubt in your prospects mind, create unnecessary objections and lengthen your sales process.

How to recognise if you have BSS :

  • You still consider your website to be an annoying expense (as opposed to an ongoing investment).
  • You haven’t updated your website in the last 3 months.
  • You keep apologising to prospects, clients and networks about the state ofyour site.
  • You still think that having something on your site is better than not having one at all.
  • You still believe in the “build it and they will come” philosophy.
  • You don’t have a blog.
  • You wish the whole social media thing would go away so you don’t have to worry about any of it.
  • You don’t understand why people no longer choose to trust or believe what you write about your business and products.
  • You don’t want to have to spend money or time or allocate resources to attend to your site.
  • The web doesn’t apply to your business. You don’t want to attract “those” sort of people as clients.
  • Once upon a time someone told you your website was good so you don’t see any need to change anything.
  • You feel it’s all a conspiracy to get you to spend more time and money on marketing.
  • You want instant results and don’t understand why you would have to allocate an ongoing monthly investment into your website.
  • You are still thinking you can develop a sales focused website for a small one of expense.

If you have any of the above symptoms then consult your web adviser immediately.

Have an amazing day

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“Take a Walk in Your Visitors Shoes” and Win More Sales Opportunities Online.

The best place to start to creat more sales opportunities online is to “Take a Walk in your Visitors Shoes”. Take the time to answer the following 12 questions so you can then update your content to reflect them. If you write your content with the visitor in mind it will quickly improve your conversion results. A conversion being whatever action you want your visitor to take as a result of visiting your site.
Here are the 12 questions :

Question 1 : If a visitor comes to your website via a search engine (eg Google) – What do you think would be some of the search phrases they would use ?

Question 2 : What do you think they would be feeling when they are typing in these search phrases ? eg confused, curious, desperate, vulnerable, overwhelmed etc

Question 3 : What do you think they are looking for by initiating the search ?

Question 4 : What do you think they are NOT looking for by initiating the search ? eg. ads trying to sell them something straight away, boring landing pages that only talk about themselves etc

Question 5 : If a visitor comes to your site via other means such as word of mouth or as a result of some other marketing – What do you think they are feeling when they arrive ? eg. let’s check these guys out, are they credible, can they really help me etc

Question 6 : In all cases, what challenges do you think they are wanting to solve by initiating the search or coming to your site ?

Question 7 : Taking all the above into account, how do you want your visitor to feel when they arrive on your site ?

Question 8 : What would you like the visitor to see ?

Question 9 : What would you like your visitor to be able to do ?

Question 10 : What are your overall objectives for your visitor ?

Question 11 : What do you want to know about your visitor ?

Question 12 : What features/functionality do you need to acheive all of the above on your site ?

If you are having trouble with any of the above questions or need help in interpreting the answers then leave a comment and we will try to put it into perspective for you.

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