This document discusses strategies for designing effective websites based on different visitor and product types. It identifies five main categories of websites (brochure/sales support site, information portal, consumer/eCommerce, considered purchase, site as a service) and the key elements that define each type, such as the visitor's goal, source of visitors, valuable content, and purchase cycle. Specific tips are provided for elements like homepage design, landing pages, and using content and testimonials to encourage actions. House list email marketing is also discussed as an effective way to nurture prospects and encourage repeat visits.

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7. Important Issues that you and your professionals should implement for you:
1. Search
2. Analytics
3. Content Development
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8. Our Web sites are too often not built to meet the demands of the visitor funnel.
Instead we model our web site after … Brochures.
Pages of information about US, how good WE are, how good OUR products are, and how
you can contact US.
Only a small percentage of Web sites need to be brochures.
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12. 1. Do you want your visitors to:
a) Buy
b) Contact You
c) Read Information on Your Site
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13. 2. Most of your visitors come from:
a) Your Advertising
b) Word of Mouth
c) Your Sales Team
d) Repeat Visits
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14. 3. The most valuable content on your site is:
a) About your company
b) About your products
c) About solving a set of problems for the visitor
d) Contributed by users of your site
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15. 4. When people think about what you offer:
a) They can take immediate action
b) They need to evaluate what you offer before they can do anything with you
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16. 5. The product or service you sell is:
a) Delivered and consumed separate from your Web site
b) Delivered and consumed on your Web site
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18. I. Brochure/Sales Support Site
1. Visitor Action: Contact Us
2. Source of Visitors: Referral/Network
3. Content: About company, product or industry
4. Purchase Cycle: Considered/Competitive
5. Product: Independent of Web Site
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19. II. Information Portal/Association/Thought Leadership
1. Visitor Action: Contact us
2. Source of Visitors: Word of Mouth, Advertising, Repeat
3. Content: Solving a set of problems
4. Purchase Cycle: Considered/Competitive
5. Product: Independent of Web Site
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20. Consumer/eCommerce
1. Visitor Action: Purchase
2. Source of Visitors: Advertising, Repeat
3. Content: Solving Specific Problem
4. Purchase Cycle: Spontaneous/Short
5. Product: Independent of Web Site
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21. IV. Considered Purchase
1. Visitor Action: Contact us
2. Source of Visitors: Advertising, WOM, Referral
3. Content: Solving Specific Problem
4. Purchase Cycle: Considered/Competitive
5. Product: Independent of Web Site
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22. Example
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23. V. Site as a Service
Includes Social Network, Forums
1. Visitor Action: Buy
2. Source of Visitors: Advertising, WOM
3. Content: Solving Specific Problem
4. Purchase Cycle: Spontaneous/Short
5. Product: Web Site is the Product
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25. Think of your Home Page as the cover of a magazine in a grocery store checkout line.
•Eye‐catching images
•Specific topic orientation
•Lots of reasons to look inside
Exception: Consumer Commerce sites. Product, Products, Products.
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28. You’re landing page title should be substantially identical to the offer that brought them to
the page.
Always show a picture of the product.
•What if it’s a service?
•Show someone “using” the service.
•Show an employee helping a customer.
•Avoid stock photos.
Don’t ask for more on a lead generation form than is necessary, but don’t be afraid to ask
for any pertinent information.
•Always ask for permission to send more information with a check box
•Always ask for permission to send more information with a check box.
Use testimonials to support the “buy” action (which may simply be filling out a form).
How much space you allocate to who YOU are is dependent on the amount of trust they
p
need to complete the transaction.
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33. Worldchanging is all content – as I write this, there are 6,857 articles by 42 authors and
author combinations. Since the groove is content, making content findable is an important
goal. We developed an advanced search that could zero in on any combination of
keywords, category, author, and month.
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35. Facebook wants you to invite everybody you know.
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36. Strategy is to increase and hold the user base. The feed is central – the constant updates
from within your network are supposed to hold your attention, as are the activities, groups,
games, causes.
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37. Amazon is king of sites that drive commercial transactions. This page for a specific item has
several goals: first and foremost is to close the sale – i.e. give you everything you need to
make a decision to buy – and upsell other items, including Amazon’s Kindle. Secondary
goal is ease of access to your account info, your cart, and other relevant stuff – a coherent,
facile user experience.
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38. GoDaddy is completely in‐your‐face selling. The aggressive strategy here is to crowd buy‐
bombs into every angle of the site’s navigation. Seasoned Godaddy users have learned
navigate the minefield without getting blown up.
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40. Beta sites with limited registrations are standard “web 2.0” fare, common with software as
a service sites as they launch. The obvious goal is to have friendly, savvy users test your
web application and provide constructive feedback, either directly or through their
behavior. But this is also a shrewd way to create demand for the service (anything
invitation‐only is considered scarce and desirable), and to extend the user base in a
controlled way by giving the beta community limited invitations to extend when you’re
ready to scale up.
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41. House list email is the best way to:
1. Nurture prospects for considered purchases that have a long‐term sales cycle
2. Give repeat visitors a reason to come back
3. Give your prospects something to share with others
The primary components are:
• A reliable Email Service Provider (ESP)
• Maintain your database
• Make sure your emails get delivered
• Manage opt‐outs
• Tell you how your emails are working (analytics)
• A source for content that your readers will find valuable and relevant
• Newsletter
• Blog‐to‐newsletter (Feedburner.com)
• Notifications and Updates
• Someone to layout, compose and edit your emails
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43. A sample email from Dwellgo:
•Information about the community that a visitor is investing time in…
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44. •Featured Property
•Featured Buyer
•New Features of the Site
•Excerpts from the Blog
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45. Find more reasons to contact your prospects and customers.
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