Can I be blunt? Most web sites "miss the boat" completely. Let me explain that statement.
Most web sites fall into one of 2 categories:
1. Direct response
2. Lost response.
Lets go into detail on both….
Direct response- This is the model used by most info product publishers, in which the most wanted response they want the visitor to take is the immediate sale.
It generally rams the benefits of the product down the throat of the visitor, hoping that he will buy as a first time visitor.
Now that's a lot like walking up to some in the street and saying "buy this its fantastic because…etc"
Now direct response does work as evokes action on the part of the visitor- to move or miss out.
At the same time, it's not for every site as it does fit always with the sites owners purpose of the site.
Now the second choice…. Lost response- this is the corporate design which wonderful pictures of the corporate headquarters, and the mission statement telling you how fantastic they are.
So what is this type of site missing? A radio station, WIIFM - The visitor arrives and he is looking for "What's in it for me (WIIFM)" or a reason to stay, and maybe give out some information. The visitor is lost….the site needs to guide them to an action to make them visible to you so you can follow up on them.
(Side note: There are many sites that fall somewhere in the middle….)
The best way to get them to take action is simple use the magic word…free. But what to give them, and how to do it? And will it bring them back to the site?
An email and first name is one of the best pieces of information to have, provided it's treated with respect. An autoresponder is one of the best ways to do it as it replies to the sender immediately with information.
One of the best programs around is:
http://www.listmailpro
It's a one off cost, no ongoing fees and support is brilliant. What I do with it this is combine it with this free tool:
http://autoresponderbuddy.com/software/index.html
The best part of this tool is it formats the names in the email list in Title case eg: Paul instead of paul or pAUL which helps keep you list professional and more responsive to your messages.
At the time you want to provide something that is useful and they will use and brings them back to you. Here is where Google got it right with a toolbar, but you don't need to be a search engine to provide a search option, you can provide them with a tool that search your site and google, and at the same has custom product links into you site.
The technology used to be very expensive to get this done, but with the magic of online videos, and the growth of net use, it's very affordable. Check out this site where you can get unlimited custom made toolbars for your site for less the cost of a pizza!
http://www.CreateToolbar.com
They are so easy to make as you are walked step by step through the process….
Now you have a way on making your visitor accountable- getting them to take an action so you can turn them from a prospect to a future customer or even a business partner, if that's your goal.
