Exciting Web Site
Marketing Strategy Poor Choice
For Almost Every Single
Business Owner and Manager

One poor web site marketing strategy snatches hype hoping it will work magic on sales and multiply profits for your business.

Because these "exciting" web sites get coverage, many Internet managers continue to make the mistake of directing their team to ape approaches highlighted in news stories.

News story coverage of the "hot site" is atypical and a poor indicator of what you should do with your site.

If yours is a mainstream business like a baker of Italian dessert recipes -- small, medium, large, government and non-profit sites -- your visitors' needs -- and the user experience -- are vastly different from the "hot sites" attracting attention in the media. Because by definition, any web site getting extensive press coverage is not representative for the vast majority of Web sites. Keep in mind media covers only "exciting" stories -- not everyday business.

If yours is a smaller e-commerce site, I strongly advise you NOT to model yourself on eHarmony.com's design. While they do many things right, there are many ways eHarmony veers from a mainstream web site marketing strategy for the e-commerce user experience. Because of their unique position -- which you don't have -- they can deviate and run expensive advertising programs in all media -- which you can't.

Right now the most-hyped Web site is Facebook. It's the "Top Chef" of the Internet. The Top Chef competition and judge Padma Lakshmi make for terrific TV, but it has nothing to do with running a restaurant as a successful business. Why? Because working chefs typically do not get assigned a "mystery theme" shortly before a fundraising event to serve real people. Scavenger pantry potluck? Not if you want guests to open their wallets making donations and multiplying profits again and again.

Like Top Chef, Facebook has much drama that makes for good press coverage. But most of its features are worthless for a B2B (business to business) site that, say, is trying to sell asphalt paving supplies to 55-year-old department of public works managers. The fact that a technique is Web or Content "2.0" is more likely to harm than help your clients, visitors and prospects if it is confusing or cumbersome for them. Instead of adding Facebook-like features the B2B site would get more sales by offering clear prices, sharp product photos, detailed specs, convincing whitepapers, easy navigation information architecture, and an email newsletter.

Wrapping up, if you want one quick action web site marketing strategy improving your site's profitability through improved search engine rankings, to get more clickthroughs, and give your visitors a better grasp of your products and services, then ... rewrite the first two words of your page content with keywords visitors actually use. Because it will beat any technology any day.

Get strategies researched, tested, proven to work from the web site marketing specialists Mattie and Bill call now 973-263-4681 EST.

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