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Dear Bruce,
Do you want a business website that MAKES MONEY?
Of course
you do! Websites designed by Bruce Arnold are
achieving up 15% conversion rates, and generating
returns as high as 35-to-1! How do we do that? By
putting the RIGHT MESSAGE in front of the RIGHT
PEOPLE. And how do we do that? By (re)designing
your website to include the three crucial elements that
ALL SUCCESSFUL
BUSINESS WEBSITES MUST HAVE: Persuasive
Messaging ... Professional
Presentation ... and Pervasive Positioning(tm).
If your website conveys a persuasive message that is
professionally presented and pervasively positioned for
exposure to a large and qualified audience, IT WILL BE
A SUCCESS! And how do you do that? Read on and
find out!
Persuasive Messaging
The Internet is a medium for instantaneous information
interchange. Business web pages communicate
marketing messages through that medium. Like any
other marketing message, an effective web page must
quickly and explicitly convey: A valuable
proposition, with a distinctive differentiator, and
a clear call to action.
VALUE PROPOSITION: Your value proposition answers
the question: "What are you selling?"
Think of visitors to your website as busy people with
short attention spans, and convey your business
proposition accordingly. Say it in 25 words or less.
Display it in 25 seconds or less. Reinforce it with your
content, imagery and architecture. Make it easy to
understand, and obvious to any qualified prospect.
DIFFERENTIATORS: Your differentiators answer the
question: "Why should I buy from you?"
There may be dozens, hundreds, even thousands of
websites offering products or services similar to yours.
Tell your prospects what makes you or your offerings
unique. Show them how you can get the job done
better, faster or for less cost. Give them a compelling
reason to stop clicking through, and start doing
business with you.
CALL TO ACTION: Your call to action answers the
question: "What do you want me to do?"
Let's say someone searches Yahoo for "blue widgets".
Thanks to good search engine positioning, your site
comes up in the Top 20, and they click through to you.
Your domain name is "BlueWidgets4U.com", so they are
clear as to your value proposition. The upper left corner
of your home page proudly displays an image of
the "Best Buy" award you just received from Consumer
Reports, so they are down on your differentiator....
So now what?
Once you have a qualified and interested prospect,
make it easy for them to do business with you. You
probably want your prospects to:
click to send email;
complete a form;
call your office; or,
come by your location.
Motivate and encourage them to do so. Tell them what
you want them to do, guide them through each step of
the process, and offer to help them all along the way.
Does Bruce Arnold deliver persuasive messaging? Here's what our clients say....
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Professional Presentation |
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Successful marketers know that YOU ONLY GET ONE
CHANCE TO MAKE A FIRST IMPRESSION. In cyberspace,
your website *is* your business, and the impression it
makes when visitors first click through can make a small
business look Fortune 500 ... or a global enterprise look
like a spam merchant. Professional presentation is key
to capturing and keeping cyberspace customers. It
requires a polished, artful composition of:
concise content, illuminating imagery, and
alluring architecture.
CONCISE CONTENT: This is the age of Headline News,
eight-minute dates and one-minute meals. So as we
suggest elsewhere, think of your web visitors as busy
people with short attention spans. Draft your content
accordingly: State your proposition and make your
case, but do it in as few words as possible. Where
extensive content is mission-critical, use a top-down
presentation so that VITOs (very important top
officers) have a quick summary, and SeeMores (people
who always want to see more information) can drill
down for the details.
ILLUMINATING IMAGERY: A picture is worth a thousand
words ... but it takes a lot longer to download! When
the World Wide Web first came online in the
mid-nineties, almost any graphic was considered "cool".
Bandwidth was bogged down with blinking balls, cartoon
icons and animated GIFs that often had no relevance to
the intended message.
Today's wider pipes (like DSL or cable modems) enable
blended imagery, flash animations and other multimedia
presentations. These resources should be used to
educate and enlighten, as well as entertain. Most
Internet users are still using dial-up connections,
though, so they should be deployed for maximum
benefit with minimum bandwidth.
ALLURING ARCHITECTURE: Dictionary.com says to be
alluring is "... to attempt to draw; to tempt by a lure or
bait, that is, by the offer of some good ...; to invite by
something flattering or acceptable; to entice; to
attract." That is exactly what the look, feel and
architecture of a business website should do.
The look and feel of your website must be sufficiently
attractive to capture an initial visitor's attention, and
enticing enough to hold that attention while you
convey your value proposition and differentiator. The
architecture of the website must then guide and lure
the prospect in the direction of your call to action.
Here, the medium *is* the message!
Does Bruce Arnold deliver professional presentation? Here's what our clients say.... »
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Pervasive Positioning |
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99% of all Internet users submit keywords to search
engines to find what they need. 97% of that traffic
goes to the first 20 websites returned by a search.
Keyword optimization and search engine positioning is
how you get into that "Top 20". Search engine
positioning is an art that goes beyond keyword stuffing
and formatting META tags. Pervasive Positioning(tm) is
a science that goes way beyond that. It is a
three-dimensional discipline targeting guaranteed
delivery of
qualified website traffic via: submitting deep,
matching wide, and ranking high.
SUBMITTING DEEP. Surveys suggest that the top 18
search engines draw over 80% of all search activity, so
the positioning of your web pages in the major indexes
should be a priority. That is not to say, however, that
the thousands of other online reference sources
available should be ignored.
Submitting your website to hundreds of domain-specific
link lists, directories and other reference sources may
result in less exposure than one Top 20 ranking in MSN
Search, but that exposure may be to a much more
qualified group of prospects. And the more reference
sources that link to your website, the higher your
rankings in the majors will be.
MATCHING WIDE. 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. If you do not match, you cannot rank. And the
more relevant terms for which you do match, the more
rankings you will achieve, and the more traffic your
website will receive.
If you sell real estate in Miami, for example, a Top 20
Lycos ranking on "Miami realtor" is certain to generate
traffic. But what if instead of "Miami" they
entered "South Florida", "Dade", "Pinecrest", "Kendall"
or "South Beach"? And what if, instead of "realtor" they
entered "real estate broker", "real estate agency", "real
estate agent", "residential property", or "homes for
sale"?
You cannot rank if you do not match.
RANKING HIGH. They say the keys to successful
retailing are "location, location, location". The Internet
marketing analogy is "rankings, rankings, rankings". For
any given search, if and where a web page ranks is not
a measure of quality or popularity, and it is not a simple
matter of META tags and keyword repetition:
Web pages rank where they rank based on scoring
algorithms programmed to apply dozens of criteria in
evaluating almost every element of the page.
Understand the criteria, and you can design web pages
to rank high in search engines.
This is a key component of Pervasive Persuasion(tm).
This is what Bruce Arnold does.
Does Bruce Arnold deliver pervasive positioning? Here's what our clients say.... »
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Pay-Per-Click Advertising |
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Pervasive Positioning is the best way to drive qualified
traffic to your website ... but it need not be the only
way. Pay-per-click advertising can be a very effective
complement to pervasive positioning, and the results it
delivers are immediate. Consider adding pay-per-click
advertising to your web marketing mix if:
1. You need IMMEDIATE exposure to your market.
Search engine submissions can take several weeks ... a
pay-per-click ad can be running in minutes.
2. Your web pages have good positioning for some key
phrases, and you wish to generate COMPLEMENTARY
traffic from paid exposure on additional search terms.
3. You are willing to invest the time or money required
to assure that your pay-per-click campaign is
effectively MONITORED.
Bruce Arnold can help you with this. Click here to learn 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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Many people think getting a "hit" on your website
means somebody viewed your web pages. Some people
think a "hit" means somebody responded to your
website's call-to-action by clicking through, calling you,
or coming by. A few people think a "hit" means
somebody came to your website, liked what they saw,
and became a new customer. NONE OF THESE ARE
CORRECT. In Internet terminology, a "hit" is defined
as "... a single file request in the access log of a web
server." In this context, a hit or "file request" does not
equate to a web page visited or viewed.
When someone calls up a web page, the page itself is
one file request. If that page includes component
objects or parts--like embedded flash animations or
standardized headers or footers--they each count as a
file request. And every graphic on the page, both those
you can see and "spacers" used for formatting, each
generate a file request. Consequently, it would not be
unusual for a single visitor calling up a single web page
to generate 100 hits from a single click.
In other words, the presence of hits is an absolute
indicator of activity, but hit counts alone don't really
mean much. They should never be used as a
comparative measure of traffic between two web pages
or websites. As we have shown, a website getting
10,000 hits a month might be getting only 100 visitors a
month, yet it might be getting twice the traffic of a
site that boasts 50,000 hits a month!
"Hits" are not a useful measure of website
traffic. "Unique visits" and "page views" are. If you
would like to discuss how this information can be used
to increase YOUR website ROI, please give us a call!
Click here for more.... »
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