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Six
Keys to a Successful Business Website
Six keys to a successful business website sounds too simple to be true. However, since there are only two goals for
a successful business website, it really isn't that complicated. The two goals are - getting the right people to
your website and getting them to buy, contact you, sign up, or simply do what you want them to do. This article
will tell you the six keys to accomplishing that.
For a small business website to be successful, it must accomplish two goals. It must bring targeted traffic to your
website and it must get visitors to do what you want when they get there. Of course, these are the two points of
frustration for many website owners because they can't seem to accomplish either one very effectively.
To get targeted traffic to your website requires Search Engine Optimization, Pay Per Click or Online Marketing. And
converting visitors to either buyers or leads requires professionally written website copy.
So you're thinking, what good is this? I can't do any of these things. Maybe not, but before anyone can accomplish
them for you, you have to know your prospects intimately. These campaigns will fail spectacularly (and expensively)
if they target the wrong people. So I'm going to give you the six keys to make sure you know exactly who to
target.
1. Who are you really looking for?
You can't hit a target if you can't see it. Any business owner should be able to say, at the drop of a hat, who
their customer is. I asked a recent client this question and he immediately responded, "men, aged 45-65, with adult
children, and a net worth of at least $500,000."
Can you be this explicit? If not (and don't say "my client is everyone" because that's unrealistic and you can't
target everyone), then you need to sit down, talk to your clients or customers, look at your competitors, get
demographic information from publications popular with your target market and nail this down.
2. What problem are they looking to solve?
Most people go into business either because they see a need that isn't being fulfilled or they think they have a
better solution to a problem. If that's your situation, it should be simple to answer this question. But it must be
framed from an "emotional" standpoint.
Instead of saying, "I help people lower their income taxes," think instead, "I help reduce the frustration people
feel about paying their income taxes." Instead of saying, "I sell electric lawnmowers," think instead, "I make
people feel good about doing their bit for the environment." Get it?
3. Why haven't they found a solution?
This is important. What are the solutions that have failed people? Why are they frustrated with other solutions?
What has been tried in the past that didn't work?
4. What are you really giving them?
Look back at how you framed the problem they are trying to solve. Again, we want to look at the emotional aspect.
We're looking for drama here; energy and excitement. Look beyond the obvious.
Yes, a massage therapist gets rid of sore muscles but what's the real benefit? When you walk out of their office
you feel ten years younger, you can get down on the floor and play with the grand kids, you can take your partner
out dancing.
5. Why are you better suited to solve the problem?
What sets you apart? The technical term is your Unique Selling Proposition. And don't say cheaper prices. That's a
recipe for failure. There's no emotional appeal in just being the cheapest.
Even WalMart goes beyond that. Yes, they have the cheapest prices anywhere but on name brand products. In other
words, you can get the same product your neighbor did at Best Buy but pay less. Can we say smug? One of the
greatest USPs ever written was by FedEx: "When it absolutely, positively has to be there overnight." They built an
empire on that statement. And they didn't say a word about price!
6. Tell them what to do!
Lastly, and at least as important as everything else, you have to tell them what to do. This is what divides a
great sales person from a mediocre one. Stop talking and GO FOR THE SALE! Ask for it! Tell them what they have to
do to get those great feelings of smugness or relief.
by Bob McClain - 10 Jan 2009
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Source: http://EzineArticles.com/?expert=Bob_McClain
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