Scott Smith

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Scott Smith

• Professor of Marketing
• smsmith_at_byu.edu Webmaster
  http//marketing.byu.edu

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Building A Web SiteThat Gets ResultsorTool
Time Tims Home Page ImprovementorThe
Consultants Guide to Successful Web Site
Construction
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What is a Web Page?

• A Home page is a Store Front
• A Home page is an Advertisement
• A Home page is Information
• A Home page is Real Estate on the Internet
• Front Page
• Table of Contents
• Directory

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Three Keys to Promoting, Planning, and Designing
your Website Network
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Three Keys...

• Key 1 Reach your Audience
• Key 2 Plan and Design your Website
• Key 3 Create an Effective Website

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The Secret to the Internets Success...

• Knowing your audience... Identify, Access,
  Ability to Buy, Will they respond?
• Information, Information, InformationContent is
  King
• Reaching your audience... Content for them

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Key 1 How to Reach your Audience

• Building Links
• Broadcasting and Targetcasting
• Promote your Website

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Building Links

• Who are your customers?
• Demographics
• Interests around Product or Service
• Internet Usage Style
• Where are your customers?
• www.altavista.com
• What do they want?
• What problems are they Solving?
• Where is the pain?

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Broadcasting Targetcasting

• Circle of Exchange
• What do they want?
• What do we want?
• Specific Target Audience
• Walk their walk Talk their talk

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Promoting your Website

• Promote to Search Engines
• www.hotbot.com yahoo, infoseek, excite, lycos,
  webcrawler
• www.submit-it.com www.add-it.com
• www.search.com
• Search Internet for Related Sites
• www.altavista.com
• Traditional Marketing Methods
• Advertising, Mail, Mediainclude
  http//www.direct1.com

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Key 2 Designing your Website

• What is a Home Page.... A Web Site?
• Seven Parts of a Web Page
• Creating a Satellite Structure

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What is a Home Page?
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Web Page Web Site

• 5 Page Web Site

• Web Page

Who are we? Autoresponder(mailbot)
Prod.Info
HeadlinesContentTable of Contents Sales
Letter
Screen1
Screen2
OnlineService Ordering
Prod.Info
8 x 14 (appears as 2-3 screens)
5 pages 8 x 14 (Each of the 5 pages appears
as 2-3 screens)
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Seven Parts of a Webpage

• Computer Screen
• 640 x 480 pixels
• about 8.3 wide
• about 12 long
• Browser

• Title
• Meta Tags
• HeadlinesSubheadlines
• Content (Text)
• Links
• Avoid blind Links
• Graphics
• Serve a purpose
• Contact Information

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Organizing and Creating a Satellite Structure

• Think like the Customer
• Create Valuable Content
• Make things easy to Find
• 2 Steps Link Rule

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Key 3 What do you Need to Create your Website?

• Materials
• Gee Whiz
• Prepare
• Title
• Outline

• Description
• Intro Paragraph
• Headlines
• Provide Proof
• Ordering
• Publish

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Materials

• What is already available?
• Logos
• Brochures
• Develop Theme
• Develop Niche

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Gee Whiz

• Create Gee Whiz File
• Create Gee Whiz Bookmarks
• Avoid Fashion Shows

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Preparing

• Client needs to visualize product
• Go shopping, then consulting
• Shop the internet for your client
• Find competing businesses
• Find sample sites and pages
• Dont go in cold, Go in hot!
• Print it out!!! Give them a presentation and a
  portfollio

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The 5 Keys to an Effective Home Page(Effective
means Does it Persuade you?)

• Promise a Benefit (Headline)
• Spell Out the Promise (Subheadline)
• Develop the Body of the Page
• Provide Proof of the Claim
• Instruct Reader of Action to Take

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Who do we Serve?To be recognized as the premium
site for online created for
. (What do you
do?) ( For whom?)Positioning StatementFor
target, segment, the name of product or
service is most important claim because
simple most important support. To receive
most important claim, customers will pay
description of cost compared to market
average. For middle income families with
children looking for a quick, at
home,gut-filling meal, Little Caesars Pizza is
the best overall value because it provides two
pizzas for the price of one. To receive the best
overall value, customers will pay prices 25
below industry average. Unique Selling
Proposition The USP is the tagline that
reflects the unique value the product delivers
to the target customer. Little Caesars Pizza
USP is Pizza! Pizza!
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Title

• Remember the Bookmarks
• Company Product
• Company Service
• Company Tagline
• Company The Value You Receive

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Outline

• Company Info
• Ordering
• Products
• FAQs
• Links
• Services

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(No Transcript)
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(No Transcript)
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Description

• What is being offered?
• Bite-sized Morsels
• Speak their Language

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Introduction

• Think of Key Words
• What are they getting out of this?
• Why should they return?

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Headlines

• Benefit Oriented
• Peak Interest
• Pull In Audience

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Making a Headline

• Keep it Short and Simple
• Focus on the Primary Benefit
• Select Your Words Carefully Appeal to the Prime
  Prospects
• Use Action Verbs
• Apply the TestIf I read only the headline...
  Will I know the Product and the Benefit?

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Provide Proof

• Reputation
• Trial Offers
• Seal of Approval
• Demonstration
• Testimonials
• Money Back Guarantees
• Warranties

Power to be your best Youre in good
hands... More People Take Our Word For It Ahead
of our Time Simply the Best Your Specialist The
Most Sophisticated Available Dont leave home
without it Quality is Job 1
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Order

• Make Security well known
• Dont forget old methodsPhone, FAX, Email, Mail
• Be content with building leads

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Publish

• Empower Users
• Promote
• Update

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10 Steps to Build your Website
1. Gather Together All of the Materials You Have.
This may include brochures, ads, other
promotional or sales materials, product or
service information. 2. Gather Competitive
Information Dont forget to look at competitive
sites on the web. Use search engines to find
competitors. 3. Prepare Your Documents
List the features, or attributes of your
products, services. List the benefits
(consequences or results) that come from
receiving the features. 4. Prepare a Simple
Outline Simple outline form - Headers and
Bullets Title Headline Introduction Main
Menu Topic 1 Topic 2 Order page Free
sample, Offer Company Information
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5. Write a Title and Headline Title Market
Research On-Line Headline Three Easy Ways
to Double The Sales of Your Product Half of
Your Marketing Dollars are Wasted, Eliminate
the Guesswork in .. Tomorrows Information
for Decision Making Today The Right
Information... Anytime... Anywhere Test Drive
Our Product Be sure to insert the appropriate
heading at the top of each page in your
outline 6. Complete the Outline Title
Direct1.com Headline Answers to Your Most
Sophisticated Market Research Problems Introduct
ion (Descriptive paragraph with keywords) Main
Menu Partners and Clients Page 2 of
site Professional Staff Page 3 of site Services
Offered Page 4 of site Tutorials, How
to... Page 5 of site Address and Contact
Information on every page of site
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9. Place an Order? 3 easy ways to order
Market Research for Professionals for only
49.95 1. Call our order desk toll-free
at 1-801-378-5569 2. Place your
order online Enter your mailing address City
________________ State________________ Zip
______________ Method of Payment Visa
Mastercard Check Card _________________
Exp. Date _____________________ 3.
Send check or money order to Market Research
OnLine 1165 N. 1400 West Provo, UT 84604 10.
Print out your content and start promoting your
site Promote your site and Build Internet Links
that Lead to Your Site Link to your home page,
your content pages, using attention grabbing
headings Read the Research Report that was
Acclaimed by AOL
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Add Value to your Consulting

• Learn
• Research
• Experiment
• Evaluate
• Communicate
• Teach

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To Your Success!!

• Thank you!