Got What It Takes To Own A Web Site?

Should You Own A Web Biz? Here's How to Tell.

You read about the success stories and figure if those two teenagers can make a million on the web, so can you. Sorry, ain’t necessarily so – even if you’ve been in brick-and-mortar retail for a decade or two, the rules are different, the dynamics are different, marketing is different. It’s like comparing apples and applesauce. Sort of the same but not really.

So, here are a few questions to ask yourself before you decide to launch the next Amazon or YouTube. BTW, honesty counts. Don’t fool yourself as you answer, and no, this will not appear on your permanent record.

1. Are you ready to learn a new technology?
Actually a lot of new technologies. For instance, are you wiling to learn how to send out an auto-responder series and what that’s going to cost? Do you know what an auto-responder is??

The commercial web is a vicious, dog-eat-dog marketplace and if you’re going to compete, you’ll have to learn everything from keyword density to content management systems. Are you ready? If so, move on to question number two.

2. Do you have the time to run an online business?
A lot of new site owners picture a site with affiliate links and Google AdWords that magically draws traffic and returns pretty much a nice passive income each month. Ah, if only it worked like that.

But how are you going to get people to your site? They won’t find you on Google or Yahoo. You’ll be listed on page 121 of the search engine results pages so before you see some of that “passive” click-through cash, you have to get traffic to visit your site.

Think you can devote the time to run an online business? You can if you’re retired or a stay-at-home parent, but what if you put in long days at the office? Will you be eager to get to work on your real business – your online business? If your answer is yes, please move on to the next question.

3. Do you have the financial resources to grow an e-business to profitability?
The web is the last bastion for the do-it-yourself entrepreneur. However, there are expenses involved in launching and overseeing a cyberstore. There are web hosting costs, marketing costs (marketing should account for 60% of your initial capital outlay), the cost of inventory, shipping and so on.

You can get started on a shoestring and maintain a website for less than $7.00 a month – and that’s with a web host that offers a full bag of tools and a lot of other freebies (like free domain registration). But once you’ve launched, you have to market and, if you want traction quickly, you’re going to have to spend money to make money, just as you would in any start-up business.

4. Do you have access to support?
‘Cause you’re going to need it, unless you’re already a “behind-the-curtain” online commerce veteran. Sources for support?

Your kid probably knows more about computer security than you do. Your spouse may have a penchant for writing great sales copy. Your neighbor is a techno-whiz. There’s also tons (yes, tons) of information on the web – all free. Hey, reading this isn’t costing you a penny.

If you try to go it alone you may be overwhelmed by the learning curve. While you’re learning about keyword generators you’ll also be learning about content architecture, site navigation, product placement, affiliate programs and on and on.

The point is, you can learn all this stuff quickly – it’s not rocket science – but, at least in the start up phase, put together a list of sources that can support the effort. And don’t forget tech support.

You want access to U.S.-based tech support from your web host (when your server is down you’re out of business), the manufacturers of your business system, whether a single computer in the spare room or an ever-expanding network of work stations, and, of course, you want access to tech support or vendor support from the companies that produce the products you sell.

5. Do you like working with others?
You may be working alone at home but as an e-biz owner you are anything but alone. If you do it right you’ll be contacting wholesalers, drop shippers, customers, tech support personal and on and on.

An online business quickly becomes a part of your social network. You’ll make lots of e-friends and you’ll never be alone – even when you’re alone taking care of baby #2. Scared yet? No? Good for you. We’re almost to the finish line.

6. Do you have patience?
No matter how good you are, no matter how much of an SEO/SEM expert you are, success is almost always an evolutionary process with each new generation or iteration producing better and better results.

That means that you spend a lot of time on webmaster sites and designer blogs learning the minutia that’s now become such an important aspect of your site’s success. If you expect to turn a profit within the first week or two, it’s not going to happen. However, if
you can hang in there and overcome setbacks (all part of the game), your chances for success increase significantly.

7. Are you self-motivated?
When the alarm clock goes off and you’re faced with commuter traffic, you’re motivated – motivated to get to your desk at work on time. Working for someone else provides external motivation. You show up at work on time every day because you have to.

Not so when you run your own business. Sleep ‘til noon. Go see a movie or watch your stories on TV. If you aren’t motivated to get up, grab some coffee and log on in your PJs, you may have trouble getting down to business everyday.

The successful web entrepreneur can’t sleep. Her mind is racing and she’s at the computer at 3:00 AM – and loving it. You’re going to need that level of commitment, that drive and motivation to be one of the web success stories. No matter how many “How to Make a Million Bucks on the Web” books you read, you still need “the right stuff” to pull it off.

You have to be motivated to work long hours, to study new trends in web design (more interactivity, please) and to sit there over another cup of highly caffeinated coffee analyzing your site’s metrics.

And you know what? You’re going to love every second of it. Go for it and may success greet you on Digital Boulevard.

Need some help getting started? It doesn’t cost a ton of cash to start an on-line business. Drop me a line or give me a call. I’ll get you off on the right foot and follow through to site profitability. Let me teach you how to market your site yourself and save a lot of $$$>

How “Free” Lost Its Value and What to Do About It

You can’t swing a dead copywriter without hitting some website offering something free. Whatever it is – usually a 20-page eBook or some TOP SECRET information – it’s the bait used to get site visitors to sign up for something – to opt in, in other words.

It doesn’t take much to put together a 20-page download on (enter topic here) and offer it to site visitors free. If you can string words together and have the topic expertise, you could write the thing yourself. Cost = $0.

There was a time when FREE meant something, and it still does in some markets. “Buy one get one free” still gets the attention of most people, some of whom will drive 20 miles out of their way to save $1.49 on paper towels. Food markets operate on razor thin margins and these loss leaders pull in the traffic that ultimately fills a basket “as long as we’re here.” We all do it.

So, in the retail food sector and other retail sectors (Buy One Sweater, Get One Free), “Free” is still an attention getter and makes excellent bait to drive traffic to the store.

You’ll Get a Fabulous, One-of-a-Kind EBook That Will Change Your Life Forever – FREE!

Why Free Doesn’t Work on the Web Anymore
Where to start.

Okay, how about with the “word bling” that’s usually associated with these high-pressure businesses: “state-of-the-art,” “one-of-a-kind,” “fabulous wealth with no effort ,” and on and on. Web users are a lot more savvy and they recognize a come-on for a back sell when they download that FREE software. They know you’re going to use email blasts like cannon fodder, pop-up screens and any other device you can export to the visitor’s hard drive.

Only a complete idiot (yes, they’re out there) would believe that you’re going to turn his life around completely – ABOSULTELY FREE. Hey, if you had the secret or the keys to the vault, why are you writing free downloads and trying to get some visitor to opt in?

Free has lost its value. Well, actually, on the W3, FREE is now fairly valued. You do get what you pay for in Cyberville and when you and a few thousand other folks opt in for a free anything, you don’t expect much.

That’s tainted the word “free” on the web. If every site owner is offering a free something, than nothing has much value. You can find FREE downloads, CDs, DVs and workbooks in every nook and cranny of the web community. That has led people to (rightfully) assume that FREE on the W3 implies useless puffery or endless pop-ups that actually pop-up while you’re working.

Believe it. Nothing is free and when you trade your email address for a FREE anything, you know you’re going to be hearing a lot from the folks who offered something for nothing.

Can the Value of Free Be Restored?
Not as long as web copywriters have a thesaurus full of synonyms for “wonderful,” “fabulous” and “breath-taking.” As long as site owners promise value and don’t deliver, fewer and fewer web users will opt in. It’s just not worth it.

But if you make it worth it, if the visitor who downloads your well-written eBook on investing hits the jackpot in the stock market, then that eBook information added value to the reader’s life.

So, if the freebie actually meets or exceeds the expectations of the site visitor, you’ll see a much better return on that free download. The keys in preparing the copy that sells the freebie is to sell the benefits and provide good samples from the text. This shows the visitor that there’s value here. Free information worth a closer look. Quality content draws in visitors and creates site stickiness. Free or not, it’s got to be useful, written in plain English and it has to add value to the reader’s life.

And that has to be made clear in your site text. This isn’t some flimsy document or truncated trialware. This is the real goods, the new information, the money-saving advice and yes, it really is free. The reader must believe that his or her life will be made better in return for giving you an email address.

Forget FREE. It’s taken on a cheap, tawdry aspect on the web. And if it looks like a come-on, reads like a come-on and smells like a come-one – it’s a come-on. So play down the no-cost feature and play up the value added proposition.

The Value-Added Proposition
For long-time web users and new site visitors to offer up their email addresses, they must perceive added value – that this free software download will help them store their online music collections or track stocks on overseas exchanges. This is a download that adds value to the proposition. The visitor is actually getting something of value in exchange for that email address (and opening the door to the back sell once the email address has been captured through an opt-in).

So, it’s not hype that adds value. We’ve seen it all, heard all the promises and been disappointed before – sometimes to the point of having to block some hardcore marketers who still believe that a series of 10 auto-responders will entice you to sign up for the “Premium Package Only $49 Annually.”

The copy you employ to encourage visitors to take advantage of something “FREE” must highlight the value added proposition. If the service is worth the hassle of emptying the inbox each day, if the eBook really does provide utility and improves the life of the visitor, then FREE still has value in your marketing and promotion efforts.

Conversely, if the visitor doesn’t receive the value promised, if the auto-responders come daily (filled with more hype), or if the software download doesn’t provide the full slate of functions, some visitors will feel betrayed.

And you know they’re not going to buy anything no matter how you reach out to them.

Every Page Is A Sell Page: Use It or…

 

Ready to go shopping.

Even the simplest web sites have a number of pages in common. Every web site has a home page, an About Us page, a products page, a Contact Us page and so on. Now, most of us expect to see a sales copy on a web site homepage and complete product descriptions on the products page. However, virtually every page of your web site can and should sell your products, your company, your trustworthiness and your great terms of service. Sound like a lot of hype?

 

It doesn’t have to be if you structure the text of each page to deliver the information visitors expect to find, along with a little sizzle –something that sells visitors on you, your products or services.

The Home Page

The home page has to be a grabber. No news, there. Otherwise, you can anticipate more bounces than you should. A bounce is simply a visitor who accesses your site but never gets past the home page. They bounce off in another direction. Why? Because the home page is boring, confusing, unattractive or maybe just “been there done that.” Visitors expect some sales copy on the homepage. In fact they expect a lot of it. It’s your first opportunity to present your wares. It’s also your first opportunity to get a bounce, i.e. lose a potential buyer.

 

That’s why home page text must be tight, specific and totally engaging. In many cases, this text should identify a problem the visitor is experiencing and list the solutions that your products or services deliver. People want answers. They want solutions. List those answers and solutions on the homepage above the fold and you’ll quickly see your site’s bounce rate shrink.

 

If you’re selling a product, be sure to include a clear, sharp image of at least one of your best selling products in use if possible. Pictures attract attention so use them on the home page. But what about the other pages of your site? How do you use them to sell?

 

The Products Page

Of course people expect to see sales copy on the products page. This is where the bulk of your sales copy will appear. For each product or service you sell,  be sure to provide sales text clearly identified and associated with a picture of that product.

 

In each case make sure you describe the user benefits of the product or service to the site visitor. People want more than a list of features. They want solutions. They want to know what’s in it for them. How will this product or service make their lives easier or better? How will it solve a specific problem?

 

Be sure to include a complete description of the product, including technical specifications, sizes, and anything else the buyer might need to know in order to make a purchase. This text description does a couple of things. First, it makes the sale so be sure to highlight all of the product’s benefits. Second, a complete product description will cut down on customer returns and customer care telephone calls because buyers will know what to expect when they place an order.

 

Don’t be afraid to put a little sizzle in each picture’s copy. After all, you’re selling something! However, remember that search engine spiders can’t read text that appears within an image, so be sure you don’t include critical information within the product picture itself.

 

The About Us Page

If you do a little web surfing, you’ll quickly discover that the About Us page on many web sites is simply a lost opportunity. You might get the company’s philosophy or mission statement, a brief history of the company, and maybe contact information. Important message coming up: if the visitor takes the time to click on the About Us tab, use that action to sell the company to the visitor who is already genuinely interested.

 

“ At the XYZ company, we put our clients first. We know that without exceptional service, clients won’t come back. In fact, most of our clients have been with us for years because they recognize the quality of service we provide. Many customers have become friends, and we hope you’ll become part of the XYZ family.”

 

Now that’s an About Us page. In a short body of text, you’ve highlighted the importance of client satisfaction, the quality of the services you deliver and the friendliness of your company. Who cares when the company was founded, or who founded it? Who cares what the company’s stated mission is? The IRS might be interested, but visitors are there to make a purchase, not conduct a tax audit. So don’t miss the opportunity to sell yourself, your business and your terms of service on the About Us page.

 

The Contact Us Page

This is one of the most crucial pages of any web site, though few site owners recognize its true value. It’s the place where your customers can interact with you, hopefully in a positive way. Once again, if a site visitor has taken the initiative to click on the Contact Us link, you have another opportunity to sell.

 

“ We want to hear from you – good, bad or indifferent. We want you to tell us how we can improve our services to you. If you’ve encountered a problem with one of our products, or with our website, don’t tell others –tell us!

 

Are there new products you’d like to see available on our web site? Is there a way we can make your on-site experience a better one? Drop us a line. We read every e-mail and respond to every one of our friends who has taken the time to contact us.”

 

Every page of a

website is a sell page.

Use what ya got.

 

 

You mean there's more? Oh, yea, there's more.

 Interactivity Sells

The web has become much more interactive and site visitors expect to have the option to interact with your site. Don’t believe it? Visit Amazon.com to see how the professionals have created a fully-interactive web site. Buyers are encouraged to write product reviews for posting on-line. In fact, some Amazon reviewers have developed their own followings. With a click of the mouse, visitors can see all reviews written by an Amazon customer.

 

Another way to add interactivity to your site is to welcome visitors by name and  to recommend products based on the visitor’s past buying history. Now that’s interactive!

 

Maximize What You’ve Got

You’re paying a web host to maintain your presence on the World Wide Web. It’s simply part of the cost of doing business on-line. It’s also one of the best reasons to take advantage of every page on your web site to do a little selling. It doesn’t have to scream at the visitor. It doesn’t have to be hype –just a friendly one-to-one with the visitor.

 

Subtlety counts. There’s enough overstatement on the web as it is so play it straight with site visitors. But don’t miss a single opportunity to sell.

 

We all know the importance of the home page and landing pages within a site. Visitors are used to sales copy on these pages. However, way too many site owners fail to recognize the sales value of the “back” pages of their sites.

 

Use the About Us page, the Contact Us page, the Terms of Service page, the Checkout and every other zone within your site to monetize every pixel you’re paying for.