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The Biggest Problem I See Website Owners Make!

I pride myself in becoming a Direct Response Marketer. In my 8 or so years in a traditional style of business, some of the greatest gains I had in sales revenue were brought about by simple marketing strategies. In most instances, the strategies did not cost any money, in fact they mostly saved me money.

They were simple methods that were implemented once I understood the basics of direct response marketing. That is, once I understood the emotional aspects that convinced a buyer to do business with me. It was the way we spoke to the client over the telephone, it was the way we constructed our yellow pages ad, our advertisements and the way that we actually asked for the order.

It’s the same with websites. Now I’ve seen some great looking, so called “professional” websites. These are websites that are created to present a business image, to impress people when they visit the website, and even to get respect in the market place. They have fantastic graphics, very tricky designs… maybe even fancy flash presentations.

Me… I want a website to make MONEY!

Now I’m not against good looking websites… and I will spend some money on graphics. But the essential element is the intention to SELL something.

Many of my clients have spent small fortunes on getting their websites built. They look beautiful… but many have the same underlying problem… they DO NOT make the business any money. In fact, they are ineffective selling tools.

And when I ask the well qualified website designers who built these sites why they created a site like this, that doesn’t sell, and why the essential website marketing features have not been built into the site… they usually respond with a glazed look and say “That’s what the client wanted” or “The client was not prepared to pay for those features”.

So what’s the answer?

A good website is designed to SELL something. If you want people to BUY your product or service then you have to SELL it to them. If you want people to give you their email and contact information, then you have to SELL them on the benefits of doing that.

And that’s what I don’t see the typical website doing.

If you hire someone to write the words for your website, then they must be an experienced ad copywriter. And the BEST person to write the words for your website is YOU.

So you might tell me “I’m not a writer”. I’ll tell you “GOOD”… you’re qualified. Creating words for your website is all about being personal exactly like a simple face to face conversation.

You grab the visitors attention, tell them the benefits of your offer, show them how other people have liked it, and make it risk free to try it out. If you were to sit down with me and explain to me why I should buy your product, that would be 90% or so of your website sales copy right there.

And that’s the biggest mistake I see website owners make. They forget about the art of SELLING and they get caught up in making their website a glossy brochure… and pay a fortune in doing so.

Please leave your comments below and tell me what you think.

About The Author

David Glendinning is a business coach and specializes in website design for direct response marketers. Visit his blog and signup free to get response- boosting online web strategies that pull in the orders and pays $$$ into your cash register. To get blog updates, news and more go to Direct Response Website Marketing Tips

Last 5 posts by David Glendinning

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Written by David Glendinning · Filed Under Website Design