sell products and services generate leads find new prospects, clients, or members generate interest for your products or services provide information establish credibility improve communications improve customer service follow up on leads from advertising follow up on sales calls motivate people to come to your store.

Who are your ideal prospects?

Emphasize your uniqueness. How are you different from your competition?

Name business name email address toll-free phone number local phone number (international prospects can't use 800 number) fax mailing address URL

Logo tag line trademarks location hours credentials certifications licenses

• Be concise.
• Mention the benefits of your products or services.
• Start each web page with a compelling headline that grabs the readers' attention. Mention the most important benefit in your headline.
• Mention benefits that support your headline. Mention these benefits in order of importance.
• Target information to your prospects. List the most important information first.
• Break up your sales copy into easy-to-read sections with subheadlines highlighting benefits.
• Include bullet lists to indicate important points.
• Provide the who, what, why, when, and how.
• Provide testimonials, success stories, and customer list.
• Include a special offer/coupon.

• Benefits
• Who can use your products/services
• What they can do
• How to use them
• How to order
• Service information

• Disclaimers / legal information
• Copyright
• Privacy Statement.
• Indicate your pages are printer friendly. Some people will read your materials off-line.

• How-to articles and reports
• Tips (e.g. marketing / writing tips)
• Samples (e.g. book chapter, table of contents)
• Free software and templates

• Are you providing a subscription form to capture your visitor's email address?
• Can visitors contact you through feedback forms?
• Do you need a database?

Use graphics that support your sales message and illustrate the benefits of your products or services. custom graphics animation photographs drawings maps charts/graphs video

audio
programming: CGI/Perl Java JavaScript SQL/PHP

Provide several easy ways to order call a toll-free order number click on a link to get pricing and ordering information submit an electronic order form email order fax order mail order

Do you have an electronic order form? Is your order form easy to find? product listing pricing information ordering information toll-free number local phone number email offer several payment options, including major credit cards shipping information guarantee

Do you accept credit cards? List them: MasterCard Visa American Express Discover

merchant account online payment processing shopping cart secure server

This article is excerpted from Inside Secrets to Developing a Profitable Web Site. Click here for more information.

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