On Monday, I participated in Dan Kennedy’s live training event in which he revealed the foundational principals of Internet Marketing that never change.
During Dan’s presentation, I noticed an ongoing theme. Each time he revealed a strategy or answered a question such as …
When do you charge, not charge, for lead generation magnets? Or how do you know if your response is good or bad? Or should you use a video sales letter or long copy sales letter?
Dan frequently began with the words… “It depends” followed by Dan laying out every scenario and then telling what you should do in each situation.
All too often people put up a website, add a page or throw up a landing page without giving the process enough thought. As if trapped in an isolation chamber, they give copy to their web designer or tech person and ask them to put up a page offering little or no direction, leaving it up to the designer to decide how to lay out the page, what pictures to include, what pages to link to etc.
Without giving thought about what is going to be added down the road or what their website should accomplish, they use a “one-size fits all” approach or create pages in seclusion without regard as to how one page should relate to the others or how it fits into an overall “big picture plan.”
While this is the easiest way to work, Dan says, it’s probably “the worst thing you can do.”
On your website, slapping things together has concealed costs, causes you to lose customers and can result in an expensive media that isn’t bringing you any money.
To give you a clearer picture, I want you to think about your website like a house being built.
When you build a house, one guy shows up and is in charge of clearing the lot. A different guy pours the foundation. Another one frames the house. Yet a different guy hangs the drywall and so on. These workers just show up where they are told and do the job specified. They don’t know what the finished house will look like, nor is it important to them.
But the architect knows. When designing it, he thinks about the neighborhood the house is in, the income level of the people who will buy the house, the amenities they will be looking for, the environment the house will be in and so on. In other words he considers who his audience is and the factors that are important to them.
For example, a larger house in the south might have two air handlers for comfort and a house in the Midwest might have a basement to create a place for shelter in case of a tornado.
Your web designer, tech guy, even most copywriters are like the workers. They are focused on the job they were hired to do and not the overall design and purpose.
Therefore, you must be the architect of your website. When designing your website, you need to know who your audience is, what the purpose of your site is and the best way to get the traffic visiting your site to take the action you want. Plus each and every page needs to have a purpose and needs to work together with your other pages for a great visitor experience.
Like an architect, you need to know things like:
- Should your website be a soft capture site, hard capture site, or should it have exit pop-ups?
- Should it be a direct sale or presentation site?
- Are you satisfying the three critical objectives that apply to every site?
- How will you integrate your website with your other marketing media?
- Which of the three formulas for lead generation should you use?
Careful and measured thought must be put into the overall plan. There is no template you can plug into to make your website generate the most income for you. By simply shifting your mindset to that of an architect, you will be able to understand the big picture better. And, in turn, help your visitors achieve what they want when they visit your site…which means bigger and more profits for you.
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