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What’s A Direct Response Website?

What’s the purpose of your website? I doubt many website owners have asked themselves this all important question. Take a look around at many of the websites online. Many of them think that they have to showcase their products, give away free information or they could even think that it’s to build a brand name.

That’s RUBBISH!

If you’re a business, the purpose of your website is to SELL something. Forget about anything else. Your website should have ONE main focus. That is, when a visitor comes to your website you should have ONE intended course of action.

So, when someone comes to your website, it should be clearly obvious what ONE action you want them to take.

There are only two possibilities for this one action.

Option 1: Buy a product or service
Option 2: Leave their name and email address for future follow up

If your strategy is option 1, then the best way to achieve that is to use a strong selling letter as the main text on your website. You don’t want a lot of links, you don’t want them to have to press “continue” to view the rest of your sales piece. The MAIN focus of your website is the sales letter.

Now don’t go thinking your business is different… The answer is clear. Your product or service is not different.

Why?

Because you’re still selling to humans and the psychology of buying is all based on emotion. If you target that emotion in your sales copy then you will have a strong chance of success in making the sale.

What about option 2? If you’re selling a $2,000 product to a cold audience of web visitors then that’s going to be hard to achieve. They’re not going to make up their mind straight away after looking at your website the first time.

So what do you do? You offer them an ethical bribe… you give them reason to provide you with their name and email address and possibly other contact information. This could be in the form of a free gift, a free report that provides valuable information or even a free online course delivered by email.

You can then follow them up through effective email marketing. You may not sell them today, but you may have a strong chance of selling to them in the future. Having a qualified (interested in your product or service) targeted opt-in email list is as good as money in the bank!

So when you are building your website you have to choose what your primary goal is. If you’re selling a product under $50 with a proven high conversion rate then option 1 may be for you. But depending on your strategy, option 2 may prove more effective.

That’s the basis of a Direct Response Website… a website that has a clear identifiable course of action for your visitor… and one that is designed to sell.

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, Website Marketing