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Dear Bruce,
Successful web marketing requires persuasive
messaging, professional presentation, and
pervasive positioning. Our monthly newsletters will give
you no-nonsense tips on how to achieve all three.
This issue is dedicated to Moka Inc. (305-279-0599).
Moka Inc. is a leading provider of video surveillance
security and loss prevention solutions for retail
locations and commercial/industrial facilities.
Less vs. More: Messaging
A successful business website must deliver a persuasive
message. To do that, it must convey a valuable
proposition, with a distinctive differentiator and a clear
call-to-action.
VALUE PROPOSITIONS answer the question "What are
you selling?" The fewer
propositions you make, the more likely they are to be
considered. And the more focus you place on those
propositions, the more likely they are to be
appreciated. LESS PROPOSITIONS ... MORE FOCUS.
DIFFERENTIATORS answer the question "Why should I
buy from you?" Your prospects are likely to find other
websites with propositions similar to yours, so tell them
in plain, simple language why your offering is unique,
exclusive, or better/faster/cheaper than the
competition. LESS FLUFF ... MORE FACTS.
CALL-TO-ACTION answers the question "What do you
want me to do?" Never assume that a prospect will
know you want them to click, call or come by. Tell
them what you want them to do, and make it easy for
them to do it. A business website is no place to be
passive. LESS ASSUMED ... MORE EXPRESSED.
click here for more....
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Less vs. More: Presentation |
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A successful business website requires professional
presentation, i.e., a polished and
artful combination of concise content, illuminating
imagery and alluring architecture.
CONCISE CONTENT helps you hold a visitor's attention.
Think of your Internet audience as busy people with
short attention spans, and draft your text accordingly.
If you have SeeMore's to satisfy, place the exhaustive
details in a downloadable PDF file and link it to the
site. LESS TEXT ... MORE MEANING.
ILLUSTRATIVE IMAGERY makes the medium the
message. On the Internet, a picture is worth a
thousand words ... but it takes longer to download.
Use imagery to reinforce your message, but don't
expect dial-up users to wait for a multi-megabyte flash
animation to open. LESS LOAD ... MORE
REINFORCEMENT.
ALLURING ARCHITECTURE guides your website visitors
from their initial click-through to the final
call-to-action. The channeling may be subtle or
explicit, but
either way it should lead the prospect where you want
to take them, with as few interruptions as possible.
LESS DISTRACTION ... MORE DIRECTION.
click here for more.... »
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Less vs. More: Positioning |
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A successful website is the result of combining
pervasive positioning with persuasive messaging and
professional presentation. Pervasive positioning is a
proprietary methodology and three-dimensional
discipline targeting guaranteed delivery of qualified
website traffic via submitting deep, matching wide, and
ranking high in the search engines.
SUBMITTING DEEP means getting your website into
every online referral source available. The
top 18 search engines may control 80% of all search
traffic, but there are thousands of other lead sources
that should not be ignored. Using multiple domain
names as pointers to your site may increase your
search engine exposure, but abusing that practice
might get your site dropped from their indexes. LESS
NAMES ... MORE SUBMISSIONS.
MATCHING WIDE exploits the obvious fact that, if you
do not match, you cannot rank! Before you can enjoy
the traffic associated with high rankings on key terms
in major search engines, you must not only submit, but
also match. The more relevant terms you match on,
the better ... and the less irrelevant text you have, the
higher those matches might rank. LESS FILLER ...
MORE KEYWORDS.
RANKING HIGH means being one of
the first 20 matches returned by a search on targeted
terms. If your prospects don't find you there, they
probably won't find you at all. As a general rule (there
are exceptions!), search engines (and people!) favor
less words per web page than more. They also tend to
value sites with more relevant pages higher than those
with less. LESS TEXT PER PAGE ... MORE PAGES PER
SITE.
click here for more.... »
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99 ... 97 ... 95 ... 75 |
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99% of all Internet users reference search engines to
find what they are looking for.
97% of that traffic goes to the Top 20 listings for
any given search.
95% of Bruce Arnold's web clients hold multiple Top
20 positions for their targeted search terms.
Over 75% of Bruce Arnold's web clients hold multiple
NUMBER ONE positions on major search engines.
In other words, Bruce Arnold (re)designs websites so
that they look good, rank high, get traffic, and MAKE
MONEY for their owners. Isn't that really what business
web design should be about?
click here for more.... »
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Web Surfing 101 |
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The software that enables you to look at and interact
with the World Wide Web is called a "web browser".
Technically, a web browser is a client program that
uses the Hypertext Transfer Protocol (HTTP) to make
requests of web servers throughout the Internet on
your behalf.
Available web browsers include Microsoft Internet
Explorer, Netscape Navigator, Apple's Safari, Opera and
Mozilla. As of June 2003, over 94% of all web surfers
use Internet Explorer, making it the de facto web
browser standard. Web designers know this, and many
optimize--or develop exclusively for--the Internet
Explorer browser.
If you want to see a website as the designer intended
it to be viewed, or if you want an ecommerce site to
work the way the developer intended it to work, your
best bet is to use Microsoft Internet Explorer (MSIE) as
your browser. If you did not get MSIE bundled with
your Windows operating system, you can download it
from here:
http://www.microsoft.com/windows/ie/default.asp
AOL software includes an integrated version of Internet
Explorer, but you can avoid any number of problems by
running Internet Explorer outside of the AOL
environment. To do this, all you have to do
is minimize your AOL window after connecting to the
Internet, and then open Internet Explorer by (a)
clicking its "blue e" tray icon, or (b) clicking "Start",
finding and then selecting "Internet Explorer".
click here for more.... »
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Share This With Others |
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Some of the information in this newletter may be of
interest or benefit to your friends, colleagues or
business associates, so why not share it with them?
If you view our newsletter as HTML, you can
use the "Forward email" link near the bottom of this
page to forward it to someone else. Or, you
can email them this web page URL, where they can
subscribe to our newsletter or view this and prior issues:
http://PervasivePersuasion.com/web_newsletter.html
click here for more.... »
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