Redesigning your Website for Marketability: 25 Things to Think About

October 4, 2011 – 1:19 pm

I found some notes some time ago about things to consider if you want to effectively re-design a website so that it lasts you a long time. The contents of the list are mainly online marketing subject matter, rather than actual Utah web design information. They deal primarily with Utah SEO and persuasion architecture. Take a look:

1. Emphasize significance of the service or product from the multiple viewpoints of the client.
2. Concentrate on emotional appeal.
3. Concentrate on the end-benefits for all targeted customers.
4. Consider the real needs and wants of the client.
5. Effectively answer the question: “Why should I buy from you?”
6. If there are other options, spend time addressing them.
7. Point out the difference between your product and company and other products and companies.
8. Clarify the steps a client needs to take to purchase the product or service.
9. Provide the information the customer needs to know before they make a purchase.
10. Communicate to establish a basis of trust with customers.
11. Clearly demarcate points-of-action.
12. Embed relevant keyword links.
13. Highlight “hidden area” – which is information clients have a hard time finding somewhere else.
14. Answer the questions: How? Why? Who? What?
15. Maintain relevance to clients’ needs, values, and beliefs.
16. Use personal language in copywriting; evoke feelings by using “you” not objective language.
17. Appeal to emotions to establish a sense of confidence.
18. Use headings, quotes, links, and bullet lists to make scanning simpler.
19. Define your Unique Value Proposition (UVP) clearly and strongly on the Homepage.

Generating Leads

20. Your potential client’s time is valuable. Keep clients’ attention by communicating in their own words how you can help their business.
21. Questions that prospective customers have:
1. What can this service offer my company?
2. Why do we need this service?
3. Are there better companies out there?
4. How do I know that their solutions will work?
5. Is the company trustworthy and reliable?
6. Can we afford the company’s services?
22. Maintain positivity. Don’t focus on negative pain points. Instead, spur the client to think about what they want to accomplish.
23. Use tools like “messagemaker” to automate lead generation based on lead actions and behaviors.
24. Be persuasive by using stories and case studies to elucidate your points to your leads.
25. Enhance your ability to secure a sale:
1. Strategize your marketing plan, and formulate messages for each level of your plan, from the customer’s awareness of your service, through consideration, to actual purchase of your service.
2. Identify weak areas in the sale process where you are losing valuable prospects.
3. Spend more face-to-face time with customers.
4. Track successful marketing leads.