1. Target Audience: (Who Buys From You?)
The foundation of effective web marketing is the ‘who.’ Determining your target audience, their needs, wants, level of knowledge, goals, etc is critical to creating a website that will be effective at either lead generation or e-commerce.
2. Core Message: (What Exactly do You Offer?)
Flowing directly from who you want to target, is the question of what you want to say to them. Your core message delivers your value proposition in a clear and compelling way. Your core message is not a mission statement, or an executive summary of your strategic plan. Your core message is essentially a list of the reasons that people do business with you – written from their perspective.
3. Site Structure: (Is it Easy to Navigate)
Many websites are little more than on-line brochures. Visitors are free to click between this page and that, reading a little here and a little there. The result is that a site visitor develops very little emotional attachment, and the ‘back button’ is increasingly enticing. Sales people intuitively understand that their message must be delivered in the right sequence...
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