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 Web
Production
Create compelling content to sell individual
goods and services online
Every product or service page on your Website
is potentially a search engine landing page, i.e. it could be the
first page your visitor sees.
Like any good salesperson, every commercial
Web page has to establish credibility and explain your benefits
before you can expect an order.
Web production adds unique marketing-orientated
copy, artwork, photography and services required to coax a response.
For high sales conversion special attention must given to the following:
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The very first thing that should draw
the eyes of your visitors when they arrive at your web page
is a headline that clearly states the biggest benefit
the page has to offer. Artwork, photography and links, etc...
should never overpower or distract from this critical element.
To choose the best headline for your readers
AND for Googlebot,
consider the keywords
used by your target search engine audience.
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Concise, jargon-free and sales-orientated
copy will introduce, explain and answer typical questions
about your products or services. Fail to tell them the specifics
and the visitor will often assume your site doesn't meet their
needs. Bury the information under mission statements, slogans
or other unsubstantiated claims and you could easily lose
the sale.
Website copy is most effective when written
from one individual to another, similar to a personal email
message. Good web copy will use the word 'you' a lot more
than 'we'.
Whether you choose to write your own copy,
or prefer to pay a professional, always bear in mind that
online words sell - not graphics.
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A call-to-action is a mechanism which
allows visitors to accomplish their goal. To order, book,
apply, register or purchase online. As your most desired
response, all web content is designed to encourage this
action.
Web production should aim to provide a
24x7, interactive sales tool for every product or service
you offer, preferably with automatic response handling. Technically,
this means adding web forms, databases, auto-responders
and ideally a secure payment facility.
When it comes to automating sales, just
about anything is possible online.
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The next step?
When the core of your Website is complete and
ready to launch, it needs an impressive index to connect everything
together.
Having saved the best page till last, you should
now enjoy creating your pièce
de résistance
Refresh Marketing
study your competitors to see what they offer and how. Working from
their benchmark, we aim to improve the following aspects on your
Website.
Internet Brand,
Creative Design
Sales Copy
Call-to-Action
Customer Services
Search Engine Compatibility
Download Performance
To discuss Website design please book
a call
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Project Management
on the World Wide Web
How much do Websites cost? See page 166.
Written by one of the most respected web designers
of all time, this book is full of trade secrets..
 Order
it here
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Book
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