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Direct Response and Web Sites-Small Business Lead Generation

One of the most important elements to small business success is lead generation because without leads you can’t increase sales. So where do you concentrate your lead generation efforts?

Get Qualified Leads One at a Time with Direct Response

I’m going to make a bold statement: Direct response is the most effective and affordable ways to generate leads on a one-on-one basis. Let me qualify that statement. Direct response is the most effective and affordable way to reach clients one-to-one if you:

know your target market
attach benefits to your features
understand your competition
identify your competitive advantage
can write your direct response package in a clear and convincing way

Understanding all that means you can have an effective direct response campaign. No doubt, knowing a few tips about direct response copywriting will help by boosting your response rate. For instance, your heading makes or breaks your campaign. It’s the biggest predictor on whether your prospect ill read it or toss it in the garbage.

Forget about where you’re located or how many year’s you’ve been in business, or describing every detail about your product. Yes, your potential consumer clients want to know a little about the features, but for every feature your product or service has, they want to know far more about the benefit. They consistently and continuously ask themselves, “What’s in it for me?”

A specific call to action, and creating a sense of urgency helps too. It seems most of us are basic procrastinators. If you don’t tell us what to do, and you don’t make us believe we need to do it today (with specials, limited-time or quantity discounts, etc.) we probably won’t do anything at all.

And by the way, a P.S. increases response rates too. It’s the second most-read line in your direct response copy. It should restate your main benefits, call to action and special offer.

Generate Masses of Leads with a Small Business Web Site

But direct response isn’t the only effective way to reach clients affordably. It may be the best way to reach potential clients on a one-on-one basis, but did you know a small business web site is one of the best ways to reach masses of potential clients?

Affordable? That depends. Some small business owners I know personally have paid lots of $$ for their web site. It may be a mistake to pay big bucks for a small business web site when a simple 5 page static site will do. After all, it’s not the design that produces results but rather the copywriting.

Copy for your web site follows the same basic rules as direct response copywriting, but with a few important differences:

web site copy is shorter because internet readers are generally impatient
include lots of free information because readers are searching for information
avoid the hard sell–it doesn’t work online
write with your readers in mind, but take search engines into account as well
include a way to capture email addresses as lead generation

Effective? That depends too. A web site is only effective if it can be found. And to make sure it’s found you need to know a little about search engine marketing (SEM). A good discussion about SEM is beyond the scope of this short article. But, here’s a few tips:

write web site copy around keywords, including headings and titles
promote your web site online by publishing articles, joining forums, and listing in business directories
try google adwords
promote your web site offline
content, content and even more content
update content often

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Web Site Promotion Services

Promotion is among the four major divisions of marketing. It includes advertising, personal selling, sales promotion and publicity, which all aim to increase sales, create brand equity and corporate image, compete with other products, or introduce a new product.

Marketing on the other hand, is a more general concept referring to the process of facilitating a “sale” of goods and services. Other divisions of marketing are product management, pricing and product distribution.

Today, as the use of the Internet gets so popular, businessmen are geared towards online marketing, which is essentially the process of achieving marketing objectives via the Internet. It includes Web site advertising as one of the many promotional strategies.

For most businesses, Web site advertising is the most efficient promotional method and their easiest gateway to the international market. Compared to conventional ways of advertising, it is proven to be more effective and less costly, especially for small and medium-sized companies.

In 2005, analysts say that online advertisement spending in the United States increased by twenty percent. They say that even a burgeoning company can spend more than $10 billion for online advertising at the outset of the business. The rising number of consumers with high-speed Internet connection contributed a lot to this phenomenon.

If you are planning to advertise through a Web site, employing the help of professional Web site promotion service providers is one of the wisest things you can do to ensure growth of your business and increase in sales. These service providers are experts in the field of Web site advertising and can dedicatedly plan, execute and monitor progress of promotional strategies for your site.

There are actually two basic categories of Web site promotion services: paid and free. It doesn’t follow that paid advertising is more beneficial as any free Web site advertising can be just as effective as paid. What is important is that each is able to generate more traffic to your site.

Among the Web site promotion services being offered online, free or paid, are search engine submission, link exchange, email marketing, Web directory submission, search engine optimization, pay-per-click, affiliate marketing, meta tag development and copywriting. Most companies combine all if not many of these services in a package.
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Guaranteed Web Site Advertising

Paying for web site advertising services is more advantageous than handling your own web site or your company’s promotional concerns. This gives you more time to focus on other essential aspects of your business. Besides, these service providers know all the ins and outs of web site advertising.

There is also a risk in entrusting your website to service providers, especially those offering cheap and sometimes free advertising services. The question is, how do you know you are not paying for senseless hype just for guaranteed web site advertising?

Here are two important things you should consider in choosing an advertising company: where do they list your website, and what are their core services and add-on services.

Since the main goal of website advertising is to deliver targeted traffic to your site, it is beneficial if your site is indexed on major search engines and online directories. The more search engines and directories your site appears on, the better, as this increases probability of attracting more consumers.

Aside from listing your site to major search engines and directories, the advertising company must have guaranteed web site advertising techniques such as link exchanges, pay per click, email marketing, banner ads, press releases, newsletters and blogs.

Exchanging links is one of the most effective and affordable means of driving targeted traffic to your website. This is done by sending other websites (high quality and highly related sites) text or keywords where a link to your website is attached (use keywords that people are most likely to use in the search engines).

Pay per click is another guaranteed web site advertising technique and is becoming very popular nowadays. This allows you to make your own ads, and lets you decide when they should appear. The good thing about this is you only pay when somebody clicks through a link to your site.

Does the advertising company provide high quality content or articles for your website? If it does, then it’s a perfect choice. A very good quality content that is, rich in information and necessary keywords used in major search engines is good way to keep your site users coming back.

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The Ins and Outs of Owning a Web Site

So you’ve decided to build a business, but your expenses are soaring and you know the importance of exposure in the community. Your advertising budget is almost down to zero but you still dream of a time when your next receivable will be large enough so that you can actually own a web site.

A web site is no different than buying a car, a house, or even groceries. If you research the market you will know what owning a web site entails. This will make it easier for you to determine how much you have in your budget to spend on a site. There are several necessities in owning a web site.

1) Your Project – Remember, your web site is your web site. The designer is there to help you in organizing your thoughts about how you want your web site to look, but most often, he/she cannot create the text about you, or your product or service, without your input. There are some designers, however, that are qualified to write your text using information that you provide to them. Be prepared to hand over any information on your initial meeting that will help your designer in the creation of your site. If you need photographs and have no one to do the shots, you can expect to pay for the designer’s time to do the digital photography.

Try to have an idea of the image you wish to portray to consumers. It could be warm, artistic, corporate, friendly, or a combination of all. In order to get what you want, it may take communication and brainstorming.

When choosing a designer, there are several questions you need to ask.

1) Do you have a portfolio and where can I see it?

Upon your review of their portfolio, really look at the sites theyâ??ve built. Are they user friendly? Do they get the message across? Are all links functioning? Does it appear that care was taken in building the site? Are there â??call to actionâ?? statements? Keep in mind that the visual appeal is only part of what makes a good website.

2) Do you have a list of references I can call?

3) What is your primary focus in building sites?

4) What is your experience in optimizing sites for search engines?

5) Can you work within my budget?

Domain Name – Your domain name should be catchy, but short. Remember, this is the name that people will remember to go to.
There are several ways to choose a name. 1) your business name 2) your personal name 3) your service name 4) your product name. Years ago, the only extensions to choose from were .com and .net. But like telephone area codes, the WWW had to create new extensions to provide for the large volumes of site owners coming to the Internet for their marketing needs. Today, the extensions offered are: .com .net .info .org .us .biz .ws .name .tv .cc .de .jp .be .at .uk .nz. Some of these can only be used if you are a certain type of agency, i.e. .org goes for non-profit agencies.

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Attracting Customers to Your Web-Site

Designing a professional web-site is at best a job half-done – unless it is able to attract customers and bring business. Web-sites are not merely for image enhancement – but also a marketing tool that attract customers and bring business. The least a web-site can do is to return the money invested in its creation.

To make a web-site work for your business – you must promote it among target audience so that potential customers can locate it conveniently and find it useful as well as easy to navigate. Many exporters make the mistake of investing total budget in web-design and leave nothing for promotion.

Your web-site, however good-looking and useful it may be, is not going to attract customers unless you work for it consciously. You must have a plan for promotion – and budget as well ! If necessary, cut down on some fancy Flash gimmicks and invest that money in web-site promotion.

Developing Plan for Web-Site Promotion

To develop promotion plan for a web-site – one first needs to identify all possible sources from where visitors may come. The core of the promotion plan is to prioritize and maximize traffic from each of these sources.

There are essentially 6 sources of traffic to a web-site

Direct Visitors : Those who type in your domain name and go directly to your site. Off-line advertising, word of mouth, viral marketing etc. are main drivers for this kind of web-site traffic.
Search Engine : Those who search for your name, product or service in a popular search engine and land-up at your web-site. This is going to be the most popular and major route, web-site visitors are likely to take.
Directories/Yellowpages : Those who find your company and consequently web-site from Web-based Yellowpages such as alibaba.com, vanik.com, infobanc.com, infospace.com etc. Vertical, subject oriented yellowpages (such as vanik.com, infobanc.com) are becoming increasingly popular than generalized ones like infospace.com. This channel usually sends high quality, serious visitors who has the potential to become customers in near future. Seriousness of the visitor is visible from the effort he/she has demonstrated in reaching your web-site by first identifying a suitable subject oriented directory/yellowpage and then locating your company from it.
Banner/Advertisements : Those who reach your web-site by clicking paid banner or classified advertisement in another web-site or search engine. This is an easy but costly way of attracting visitors. However, it could be very effective if proper care is taken to place banner/classifieds in strategically important places.
Link Exchange: Those visitors who find your web-site while surfing through another web-site of similar content. This is an inexpensive way of bringing visitors that has the added advantage of increasing Google Pagerank.
Target e-Mail Visitors : Those who click through to your site from an e-mail. Success of this source depends a great deal on quality of your e-mail distribution list. If your mailing list has people who are truly interested in your product and service or in the information you are sharing – it may bring high quality visitors. However, if you play on quantity and resort to spamming in the belief that even if a small section of the millions or thousands from your mailing list respond, it will bring windfall – you are surely heading for disaster. E-mails collected from dubious means such as purchase, harvesting etc. do not help in bringing customers – if anything it invites wrath of anti-spam groups and authorities.
Conclusion If you have a web-site – you should also have a plan to promote it. Web-site promotion plan should consider all sources of traffic, prioritize them as per available resources and present a step by step action plan. A good plan should set targets and deadlines as well as monitoring process.

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Will They Actually Read Your Small Business Web Site

You may have spent quite a bit of time designing your web site and writing the copy for it, or you may have spent quite a bit of money and had it all done by a professional designer and copywriter.

But there are about 4 billion websites on the internet. That’s a lot of competition for your site, so how do you get people to actually read your copy? There have been several interesting studies about website reading patterns and usability. They’re referenced at the bottom of this article.

Website users generally leave a site that takes longer than 7 seconds to load, and the average visit length is just over 1 minute. So assuming your site loads in less than 7 seconds, you have on average, one minute to convince your visitor to stay. And how do you get them to stay? The answer is simple: content, content, content.

But it takes an average of 5 to 7 visits in order to get people to buy your product or service, so how do you get them to come back? By changing your content on a regular basis. Delete text, add text. Add whole pages from time to time, and consider splitting long pages into two.

According to research, content in and of itself is not enough. There are several factors to consider when building a superior web site. Several studies tell us how to improve any web site.

How Viewers Read Web Sites

Would it surprise you to know that most web site users won’t really read your web site?
That’s what Jakob Nielsen and John Morkes found in a 1997 study. What they found is that 79% will scan your web site, and only 16% read it word for word. Their recommendations are to use scannable text by using:

• Highlighted words

• Meaningful sub-headings

• Bulleted lists

• One idea per paragraph

• Inverted pyramid style

• Half the word count of conventional writing

Let’s look at what the W3school says too. Their article “Web Site Design” confirms that users scan rather than read, leaving in a few seconds if they don’t feel they’ve found what they’re looking for. The W3school suggests using short sentences and paragraphs, and breaking up excess information into different pages.

Let’s talk for a moment about the inverted pyramid style because that’s probably the only term you may not have heard before. Remember the papers you used to have to write in high school or for university?

Typical they start with an introduction, then move to background information and discussion, then to findings and finally to a conclusion and recommendations. All that means you have to read a lot of information before you reach a conclusion and recommendations

What Nielsen and Morkes are suggesting is to invert the pyramid.

You could write your web site as a variation of the inverted pyramid by writing a summary first, and adding detail after the summary. Most people don’t scroll, but writing your web site inverted pyramid style just might convince them to.

How Writing Style Affects Readability

Nielsen and Morkes measured the effect of different styles of writing on five versions of the same website. A site with promotional copywriting was the control version, and each of the other four sites used one of the following versions and had the following improvement in per cent according to their test readers:

• Concise version with about half the word count as the control: 58%

• Scannable layout with the same text as the control but easily scanned: 47%

• Objective language using neutral rather than subjective, boastful or exaggerated language: 27%

• Combined version using all three: 124%

Tracking Their Eye Movements
In 2003 and 2004 Eyetrack completed a study called Eyetrack III. Their study was for news-type sites, but what they found will also help us structure our small business web site. The study found their users followed our left-to-right Western Culture, first noticing the top left of the page, hover there for a bit, and then moving downward in a z-like pattern to examine the rest of the page, and finally moving back up the page to the upper right.

The study found that the eye pauses and reads the first few words of a dominant headline first, especially when that headline is in the upper left and sometimes the upper right. Readers will usually stop reading at five headlines regardless of the number used, but an unusual keyword will often get people to pause. Curiously, they also found that smaller type encourages reading while larger type encourages scanning.
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Twelve Ways To Increase The Value Of Your Web Site Content For Your Readers

You need to have a way with words in order to increase the traffic to your web site. However, sometimes, the most intelligent people in the world can have difficulty effectively communicating their ideas in writing to others.

When (otherwise) intelligent business people develop a web site complete with great benefits it can fail simply because of their use of words. Learning to communicate to get your point across clearly and succinctly without rambling is an important skill to learn when marketing on the Internet.

This can take some time to learn. However, it’s not impossible. It just takes practice.

Of course, if you don’t have the time to learn these crucial communication skills then you can always hire a professional to help you. Sometimes the best solutions are sitting right in front of you.

When writing to produce more web site traffic you need to make your web site easy for others to read. It is ALWAYS better to write in laymen terms than to use long scientific terms or technical mumbo jumbo. You want people to be able to read the pages on your web site without getting a headache or needing to refer to a dictionary. Visitors should not have to learn how to “translate” your web site in order to understand what you’re trying to say. Visitors will always exit quickly from any hard to read/ understand web site.

They will do this for two primary reasons (which have NOTHING to do with your ability to write)…

A. Whenever we Human Beings encounter new information our brain asks itself, “What is it”? If the brain cannot place this new information within a meaningful context the person becomes confused and LEAVES.

B. Nobody likes to appear stupid (even to themselves). When information is inaccessible (and people get to feel stupid because they don’t understand) they LEAVE.

In short, DON’T talk down to people and DON’T treat people other than as intelligent Human Beings. The fact that you know a lot about something should never exclude other people. The definition of good communication is the ability to share your knowledge and ideas with others, so they “get” it.

Of course if your market is technical then using technical terms is appropriate. In this context this would be “good” communication. Good communication is always about an appropriate context.

Consider the following when writing for the Internet…

1. Relevance: Be sure all your content is relevant to your web site. Only provide information that readers are looking for and which is relevant to your web site theme and its products.

2. Point Of View: When you begin writing your first paragraph try starting the paragraph with your conclusion about the topic. State your point of view right up front, This will grab your readers’ attention and keep them reading the article, because you told them “what you’re going to tell them”… and then you “told” them.

3. Short Sentences: Keep your paragraphs and sentences short and to the point. Readers find it difficult to read long, wordy web pages. Again, this is a brain “thing” (especially on a computer screen).

4. Active Voice: Do not write in a passive voice. Readers respond better to action words and a strong voice which tells them what you want them to do.

5. Word “Flow”: Pay attention to how your words flow. Always read your article out aloud to yourself before you publish it. Listen to its flow. Reading your articles out aloud will help you with your own “flow”. Doing this will also help you to identify and refine your own writer’s “voice” (Yes, we all have one). It will also help you to identify “typos” which just scream “amateur” to your reader.

6. Proofread: Always proofread all writing/ articles before posting these to your web site, forum, articles directory or blog etc. Apart from article readability this is about being a professional. If you can click a mouse button you can run a spell check. It takes 3 minutes.

7. White Space: Make liberal use of white space within your articles. What this means is to “open up” your article, so it’s easier on your readers’ eyes. This again is a brain “thing”. When the Human brain can’t access information easily, the person leaves.

8. Computer Friendly Fonts: Use computer screen friendly fonts like Arial, Verdana and Tahoma. Times New Roman is not an eye friendly font on a computer screen/ monitor.

9. Foreign Languages: Understand that your web site is accessible to viewers from all over the world. However, visitors from other countries (who speak languages other than English) may not easily understand your language or your web site content. If your market is global then think globally. Translate some of your content into the languages of the people you wish to reach.

Yes, the language of the Internet is English, however this is also about respect for others, their language and their culture. You will be surprised how doing this on a few of your core web site pages generates sales.

10. Regional Focus: If your web site is not for worldwide viewing then list the regions which your web site best serves. Add these region/s to the page description and keywords. This way, if someone in Australia is looking for a veterinarian he or she won’t end up frustrated after looking through all the veterinarian web sites that only cater to pet owners in Paris, France.

Regionally focused topics have value to worldwide viewers. Perhaps a person in Italy intends to visit your city and needs to speak with a veterinarian about traveling with their pet. You may wish to provide general information on your web site that will appeal to visitors outside your specified region.

11. Slang: Most of the web sites on the Internet are in English, However, NEVER use English slang on your web site. Slang is not an internationally understood language, and it is difficult to translate from one language to another. Of course if your web site is about English slang then that’s a different matter.

12. Conversions: Take into consideration currency and number conversions. If you are listing a price for services on your web site be sure to list the currency you accept (USD, pounds, yen, etc.) The same applies if you are listing measurements or sizes. Always list the conversions or provide a link to a web site which specializes in these conversions. When in doubt hire a professional translator.

Your goal here is to increase the traffic to your web site. By using the World Wide Web you can potentially reach an audience of millions of people. It’s one thing to have the technical capability to reach these people. It’s a completely different thing to be able to communicate effectively with them.

Be concise and to the point. Learn to “walk in another person’s shoes” for awhile, follow good practice (as stated above) and you’ll be completely surprised at the results you get from the web, promise.
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Three Things You Can Do To Promote Your Web Site

You just got your web site completed. You are on the web but you aren’t noticing much traffic coming to you after all the work that has gone into it. What can you do to make the internet work for you? How will people remember to come to your web site?

Most people look at their web site as either an informational tool for their customers or an additional store front. Their web site is often both. The natural progression of their efforts is for the web site turning a profit. The problem arises that no one can find your site and you have little to no experience with web marketing to do what needs to be done to drive people to your web site.

Wrong!

By following three easy steps, anyone can drive people to their web site without ever knowing a scrap of HTML (that is the language used to create a web site -it is an acronym for HyperText Markup Language – meaning you can jump around from one page to the next.).

Read these rules. Follow them. You don’t need to spend a fortune getting customers to your web site, you need only lead them there. Customers will find your web site if they know where to look. So, direct them.

Rule One: Go Back to the Basics. You’ve been doing this for years, but when a web site is born, people seem to forget how they used to market their business. Talk about the web site. Tell everyone you know that you have a web site and that they should go see it. Every single customer that comes into your store, office, or shop should hear that you have a web site. When a customer is on hold, make sure the web site is mentioned and that they may find the answer they are looking for online.

You know word-of-mouth advertising works. Use it to your advantage. Be proud of what you have and tell people about it.

Rule Two: Write it Down. People need to hear something several times before it registers in their heads. This is why you need to follow rule number two. Put your web site address on EVERYTHING. Have it on a sign when they walk into your waiting room or storefront. Put it on your business cards. Put it on your invoices. Put it on flyers announcing your web site. In a flyer, you can even tease them with what is on the site and give them a reason to go there.

This is probably the one thing that most people overlook when trying to get people to come to their web site. It is very simple. It is extremely effective.

Rule Three: The Final Step. How many emails do you write a day? Now that you have a web site and people have access to your email, this number will increase. Every email you send out should end in the following way:
Your Name

Your Address

Your Phone Number

Your email address

www.yourwebsiteaddress.com

Note the final line. Your web site address. It doesn’t matter who you are writing to, this needs to be on your email. For those of you unfamiliar with the signature feature in most email accounts, this can be set up to automatically appear every time you send an email. Look at the options in your email account and set it up. If the web site is there, people will click on it.
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Web Site ROI & Project Delivery

Generating a return on investment (ROI) from your web site should be an easy affair. Gone are the days of a brochure based web site whereby the information published to the site becomes out of date over night.

To successfully achieve a ROI from your web site the planning phase of the project needs to meet the ongoing business requirements, increased sales targets and offline marketing requirements of your business. Being able to generate reports based on criteria that are identified as being important to the success of your business and web site will begin to demonstrate that the 24 hour online shop front is returning significant value.

Key reporting variables that is often used includes number of page visits, time of visits to the web site (after hours is a good online indicator), subscribers to your eNewsletter, sales leads, online sales (eCommerce), employment requests, number of changes to your web sites per month and so on. By combining these factors plus many more a business can begin to demonstrate web site ROI.

Gone also are the days where a web developer needs to be paid just to perform updates to the web site. By managing your web site instead of paying a web developer a business will increase the effectiveness of the site as well as reduce ongoing costs of running a web site. Web site publishing tools are prolific today however many fail to meet the ongoing business requirements of an organisation. Just being able to edit some areas of your web site will not generate a return on investment alone.

By following a well constructed plan, choosing a company that will aid you in understanding how to leverage the web and being diligent about the tools you purchase to manage your web site will generate a significant returns from your investment.

So many web development businesses find it acceptable to deliver a project over a series of months if at all! When choosing your web developer ensure references are checked and ask the referees the tough questions that may include; how long have other projects take? Did the web site meet your expectations? and finally; Are we purchasing a supported product or freeware or custom solution?

Most web developers cannot demonstrate successful project delivery cycles within 1 month of accepting a deposit; even fewer have a product strategy and virtually no local vendors support products with regular upgrades and feature enhancements. We hear the same stories over and over again.

Once choosing a vendor and deciding to create your interactive web site the next phase of the project is the planning and delivery cycle. This phase will determine the success of the project with communication with your vendor, emarketing best practice and leveraging search engine crawlers.

All business managers that are involved in the interactive web site project have a series of tasks that are essential to the success of a project. By planning the structure of the web page(s) including functional requirements drawn in, creating sitemaps and of course developing content maps that meet best practice sets clear expectations and guidelines. Web designers and developers will then be able to deliver to a set of instructions that will reduce delivery time, reduce the occurrence of unexpected issues and increase the effectiveness of the web site.
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Affordable Web Site Design in Chicago

Web site designing can today be an expensive proposition for anyone who wants to get his Web site designed professionally. Being a typical service sector industry, it might have little tangible or materials cost, but costs incurred by the firm in terms of manpower and software can be quite high. This cost is in turn passed on to the client.

One must at the very beginning decide on the amount that is to be spent on getting the Web site designed. Only after this is done should one start to choose a Web site designing firm. Thus the affordability analysis should be also taken into consideration while making the final decision.

Since the Chicago area has numerous firms that design Web sites, the cost quoted by firms to a client is competitive more often than not. But again, some firms project themselves as especially cost-efficient or position themselves as specifically low cost Web site designers. When negotiating prices, it is a good idea to find a balance between the quality of the site and the price of the work. A discount is useless if the site is not up to expectations.

Firms like Andrew Lehman Design promote their rates as amazingly affordable. They claim to charge only $600 for designing a 5-page site with 20 images and a wealth of features. For $160 a year and no setup charge, they offer a single-page design program with several features. On top of this, they also offer all Chicago area clients free listings in IllinoisRetail.com, IllinoisOccasionDirectory.com, and other state directories, with color image links to their Web sites.

SYDCON Web Development is another designing firm offering low cost Web development. Like a number of other firms, they offer free consultation to clients.

Regardless of the price of the Web site design you are paying for, it is advisable to look at all possible options before making a decision and choosing a company.
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