by: Robert J.
Your Seven-Point Web Site Index
1. Home. An immediate point-and-click way to jump from anywhere in your Web site and return to your home page.
2. About us. When detailed information about your business is of interest to the buyer, put it here. But always remember that the most important word in direct marketing is “you,” rather than “I.”
3. Contact information. How to reach you on-site, by phone, fax, mail, and in person. If you are not available 24 hours a day, 7 days a week, be sure to list business hours. Customers and prospects who may want to visit should be able to find a map with exact directions, including mileage and landmarks in case street or highway signs are covered with snow or lost in the fog...
4. Feedback. The place customers and prospects can ask questions or tell you how you are doing. Make it easy for your audience to do both.
5. News. Put this on your site only if you have news important to the site visitors. If it isn’t worth a mention in the trade press, it probably isn’t to them either.
6. Promotions. Promotions can be important for business-to-business commerce. For consumer sites, use something like “February Specials” or “New Shipments,” or whatever is of most likely interest to the site visitor. If you’re not sure, test by changing the teaser daily or weekly to see what works. 7. Q&A. One of the most valuable uses of your site, for you, your prospects, and customer is its ability at Q&A—to answer the most frequently asked questions without tying up customer service personnel. Invariably, most of the questions are about the same things and can be answered right there, on the site. If visitors don’t find the answers they need, do not let them leave in frustration. Refer them back to Contact Information and your customer service personnel for the really tough stuff. They will like it better and so will your customers.
How to Collect Most Frequently Asked Questions
• For established businesses. Have everyone with customer contact keep track of product, service, and policy questions and the answers. Prepare a Q&A form employees must use and turn in each day. Assure them they are not being judged on literary ability. Give them some examples in brief outline format. • For new businesses. Put in what you suspect will be the most likely questions and answers. As actual questions arrive, you can add and subtract from your list. • For old and new. Limit yourself to frequently asked questions. Consider a second list of less frequently asked question. Make it a link, possibly labeled “Click here for things not covered.” No “People-less” Revolution Do not begin your online marketing initiative in the belief that the Internet will revolutionize the way to do business. The Internet does not eliminate the need for people. Quite the opposite! To succeed on the Web, you must provide customer service, and that requires people—lots of people—who know the answers and do not make your customers feel that they are stupid for asking; you’ll need workers who can answer not only on the Web but also with snailmail or e-mail, by phone, or by fax. Do not limit the way a prospect or client can get in touch with you to your Web site. That may “save” costs on phone and personnel, but you are losing more—probably much more—in business. Learn from the old-school direct mailers and catalog sellers. They not only give their phone, e-mail, and Web addresses but many also put their phone number— usually toll-free—on every page. When someone wants to reach them they can, instantly. Do the same with your Web site. No matter where visitors are on your site, make the how to reach you information just a click away!
TECHNOLOGY AND MARKETING RESPONSE The “Online” and “Catalog” Difference
When you fly anywhere in the world, you can use your computer to learn about departure times and costs, local hotels and weather, and order your ticket and reserve your room, then and there. Your prospects, customers, and clients want the same kind of help from you. No matter how sophisticated the technology, the way to Internet success is to understand and use proven marketing techniques. Unlike TV, practically no one turns on the Internet to see what’s on. Despite everything you read and hear about Internet “browsing,” most people do not go online to browse, they go online to do something. They have a specific task in mind. Though they have a “browser” in hand, they do not browse as if the Net were a catalog. Be useful. Save people time. Make it easy. Make it practical. Do that, and as a by-product, you’ll probably make it easier for yourself, too.
Finding Your Web Site Designer One of the leading misconception about Web design, especially for smaller businesses, is to think that one must find and employ some young techno wiz to start an Internet strategy. Our advice is the exact opposite. You obviously have to understand what the technology can do, but not how it does it. Much more important is to find someone who understands both business and marketing. Those two are the critical issues. Just about anyone—including you—can learn to design a basic Web sites. But do not do this yourself. There are excellent off-the-shelf Web site packages. However, should you, like most Web site owners, wish a more customized and optimized approach, many other options are available. If at all possible, use a local designer, someone you can work with on a daily basis. No matter where you live, there are people nearby hanging out their shingles as Web design firms. See what they have done. During your interview, try to make certain of the following three critical factors: 1. They come off as communicators. 2. They like people. 3. They have respect for their clients’ customers and want to learn about them. Note that we have not mentioned technology once! Today, technology is secondary. If you ask someone to do a TV commercial, you don’t talk about how cameras work. You talk about creative skills and their ability to sell. Web design needs the same approach. Understanding the technology is a given. The hard part is finding the right communicators for your needs who will empathize with your audience. They must be marketers who understand basic human selling psychology. No matter what the medium, that need will never change. The selling values of hyping the benefits have remained true through the ages. They are not going to change on the Internet.
The Empathy Factor Beyond Web site design, one of the biggest failures of much e-commerce is its inability to empathize with the audience, to be “you”-conscious rather than “us”- centered. The fact that 28 percent of online shopping attempts were thwarted during a Christmas season shows a lack of customer empathy by owners and managers who never try to place an order on their own site.1 The same is true of buttons, and banners, and e-mail campaigns. T
he Marketing Factor Before you employ any designers, check if they are marketing conscious: • Do they ask “What do your customers want, and can we work to find out?” as well as “What do you want?”
• Do they insist on learning about your business before they do anything else? Marketers begin with that!
• Have they ever done a Web or e-mail campaign before? How many and for whom?
• Check the sites they have done for others. If there are things that alarm you, think again. You will probably get the same. Perhaps most important, get references and check them out. In design firms, if your designers do not understand basic business and marketing, their supervisor must have that know how. Otherwise, you will get really stupid things. They might bury your contact information. They might insist on sans serif type, though hundreds of tests have shown “reader type,” such as in that used in this article, is easier to read. Then, adding insult to injury, the type might be too small to be comfortable for reading for anyone over 25 years of age. It will look beautiful, a really smashing design, but unless you are selling primarily to age-25s and younger, it will not do the job for you. In fact, even if you are selling to the younger group, you will lose the parents, who might do most of the buying.
From Web Site Designer to Web Campaign Many advertising agencies, consultants, freelance designers, and other specialists now not only do Web designs but also promise to do whole e-campaigns. Not only will they design your site, they will place it online and negotiate your costs for preferred listing in search engines and other Internet tools. However, before you give all of this to anyone, get references of proven, successful experience. Then check them! Though the Web has seen a blurring of who does what, these nondesign activities require very specialized know-how.
The “No More Need for Phone Reps” Fallacy (It’s Not Always the Web Site Designer’s Fault!) Despite the caveats we have said about some Web site designers, many are not at fault for the design problems. Often, those are forced on them by a company that hopes to have the Internet replace costly telemarketing sales and service. Do not make that mistake! If a prospect or customer wants to contact you by phone, fax, or e-mail, make it easy to do so. They want a live person with whom to communicate and do not want to figure out anything on the Internet alone. They may well be using the Web as a substitute for Yellow Pages and nothing more. If you do not want to drive customers to your competitors, put a “How to reach us” button on your home page, then make sure that they can!
The Internet without “Experts”?! Although is seems all-pervasive today, it has only been a decade or so since the online revolution began to explode before us. There were only 50 sites in 1995. By 2000, there were 2 million and growing by thousands more per day. No one in those few years has become a true Web advertising expert. No one “knows” everything that works. Everyone is still learning. For instance, some experienced site designers are now convinced that people react best when given between five and nine “click here” choices on a site. Certain patterns are emerging, and it is important to work with people who have learned what is known so far because they can help avoid common mistakes. But what you, the business owner or manager, must insist on is that the rules of business and marketing have not changed. Without pretending hardware or software expertise, insist that basic marketing be applied to any work done for you. After all, it is your money at risk.
Guiding through Goals To guide both your design suppliers and yourself, you must have specific goals for what each part of your Internet strategy is to accomplish. You do not have to be an Internet expert to know that in addition to being your online advertisement or catalog, your presence must achieve all four of the following:
1. Speeds announcements of special offers or opportunities to the most interested audience in a timely manner.
2. Speeds people getting in touch with you and giving them your answers.
3. Speeds communication about who you are and what you do.
4. Speeds responding to competition. The fact that you are doing this on the Web, in addition to the old-fashioned ways, does not change what has to be done. Do not let anyone tell you differently.
The Need for Experimentation Without losing sight of your marketing goals, do not hesitate to experiment with what you put on the Web. The industry is so new that everyone is still experimenting. No one, whether Microsoft, Amazon.com, or the local cigar bar has won the how-to contest. The important thing is to have specific goals that can be quantified and evaluated, whether you do it yourself or use outsource help. If you do the latter, find someone whose expectations and vision matches yours and make sure that vision stays within basic marketing fundamentals.
The Critical Importance of Testing Whatever your site design, make provisions for testing. The beauty of Internet response is that it happens very fast. You will learn what works practically overnight. If you have a local customer universe, plan to run different tests for a week or two to see what happens. If you are a more broad-based firm, you can test changes by diverting a certain number of site visitors to a different Web page; that is, every 10th response goes to the test site and your computer tells you what response you got from each. Talk to your ISP to get details, options, and costs. Here are things you will want to learn from testing.
Your Seven-Point Web Site Index
1. Home. An immediate point-and-click way to jump from anywhere in your Web site and return to your home page.
2. About us. When detailed information about your business is of interest to the buyer, put it here. But always remember that the most important word in direct marketing is “you,” rather than “I.”
3. Contact information. How to reach you on-site, by phone, fax, mail, and in person. If you are not available 24 hours a day, 7 days a week, be sure to list business hours. Customers and prospects who may want to visit should be able to find a map with exact directions, including mileage and landmarks in case street or highway signs are covered with snow or lost in the fog...
4. Feedback. The place customers and prospects can ask questions or tell you how you are doing. Make it easy for your audience to do both.
5. News. Put this on your site only if you have news important to the site visitors. If it isn’t worth a mention in the trade press, it probably isn’t to them either.
6. Promotions. Promotions can be important for business-to-business commerce. For consumer sites, use something like “February Specials” or “New Shipments,” or whatever is of most likely interest to the site visitor. If you’re not sure, test by changing the teaser daily or weekly to see what works. 7. Q&A. One of the most valuable uses of your site, for you, your prospects, and customer is its ability at Q&A—to answer the most frequently asked questions without tying up customer service personnel. Invariably, most of the questions are about the same things and can be answered right there, on the site. If visitors don’t find the answers they need, do not let them leave in frustration. Refer them back to Contact Information and your customer service personnel for the really tough stuff. They will like it better and so will your customers.
How to Collect Most Frequently Asked Questions
• For established businesses. Have everyone with customer contact keep track of product, service, and policy questions and the answers. Prepare a Q&A form employees must use and turn in each day. Assure them they are not being judged on literary ability. Give them some examples in brief outline format. • For new businesses. Put in what you suspect will be the most likely questions and answers. As actual questions arrive, you can add and subtract from your list. • For old and new. Limit yourself to frequently asked questions. Consider a second list of less frequently asked question. Make it a link, possibly labeled “Click here for things not covered.” No “People-less” Revolution Do not begin your online marketing initiative in the belief that the Internet will revolutionize the way to do business. The Internet does not eliminate the need for people. Quite the opposite! To succeed on the Web, you must provide customer service, and that requires people—lots of people—who know the answers and do not make your customers feel that they are stupid for asking; you’ll need workers who can answer not only on the Web but also with snailmail or e-mail, by phone, or by fax. Do not limit the way a prospect or client can get in touch with you to your Web site. That may “save” costs on phone and personnel, but you are losing more—probably much more—in business. Learn from the old-school direct mailers and catalog sellers. They not only give their phone, e-mail, and Web addresses but many also put their phone number— usually toll-free—on every page. When someone wants to reach them they can, instantly. Do the same with your Web site. No matter where visitors are on your site, make the how to reach you information just a click away!
TECHNOLOGY AND MARKETING RESPONSE The “Online” and “Catalog” Difference
When you fly anywhere in the world, you can use your computer to learn about departure times and costs, local hotels and weather, and order your ticket and reserve your room, then and there. Your prospects, customers, and clients want the same kind of help from you. No matter how sophisticated the technology, the way to Internet success is to understand and use proven marketing techniques. Unlike TV, practically no one turns on the Internet to see what’s on. Despite everything you read and hear about Internet “browsing,” most people do not go online to browse, they go online to do something. They have a specific task in mind. Though they have a “browser” in hand, they do not browse as if the Net were a catalog. Be useful. Save people time. Make it easy. Make it practical. Do that, and as a by-product, you’ll probably make it easier for yourself, too.
Finding Your Web Site Designer One of the leading misconception about Web design, especially for smaller businesses, is to think that one must find and employ some young techno wiz to start an Internet strategy. Our advice is the exact opposite. You obviously have to understand what the technology can do, but not how it does it. Much more important is to find someone who understands both business and marketing. Those two are the critical issues. Just about anyone—including you—can learn to design a basic Web sites. But do not do this yourself. There are excellent off-the-shelf Web site packages. However, should you, like most Web site owners, wish a more customized and optimized approach, many other options are available. If at all possible, use a local designer, someone you can work with on a daily basis. No matter where you live, there are people nearby hanging out their shingles as Web design firms. See what they have done. During your interview, try to make certain of the following three critical factors: 1. They come off as communicators. 2. They like people. 3. They have respect for their clients’ customers and want to learn about them. Note that we have not mentioned technology once! Today, technology is secondary. If you ask someone to do a TV commercial, you don’t talk about how cameras work. You talk about creative skills and their ability to sell. Web design needs the same approach. Understanding the technology is a given. The hard part is finding the right communicators for your needs who will empathize with your audience. They must be marketers who understand basic human selling psychology. No matter what the medium, that need will never change. The selling values of hyping the benefits have remained true through the ages. They are not going to change on the Internet.
The Empathy Factor Beyond Web site design, one of the biggest failures of much e-commerce is its inability to empathize with the audience, to be “you”-conscious rather than “us”- centered. The fact that 28 percent of online shopping attempts were thwarted during a Christmas season shows a lack of customer empathy by owners and managers who never try to place an order on their own site.1 The same is true of buttons, and banners, and e-mail campaigns. T
he Marketing Factor Before you employ any designers, check if they are marketing conscious: • Do they ask “What do your customers want, and can we work to find out?” as well as “What do you want?”
• Do they insist on learning about your business before they do anything else? Marketers begin with that!
• Have they ever done a Web or e-mail campaign before? How many and for whom?
• Check the sites they have done for others. If there are things that alarm you, think again. You will probably get the same. Perhaps most important, get references and check them out. In design firms, if your designers do not understand basic business and marketing, their supervisor must have that know how. Otherwise, you will get really stupid things. They might bury your contact information. They might insist on sans serif type, though hundreds of tests have shown “reader type,” such as in that used in this article, is easier to read. Then, adding insult to injury, the type might be too small to be comfortable for reading for anyone over 25 years of age. It will look beautiful, a really smashing design, but unless you are selling primarily to age-25s and younger, it will not do the job for you. In fact, even if you are selling to the younger group, you will lose the parents, who might do most of the buying.
From Web Site Designer to Web Campaign Many advertising agencies, consultants, freelance designers, and other specialists now not only do Web designs but also promise to do whole e-campaigns. Not only will they design your site, they will place it online and negotiate your costs for preferred listing in search engines and other Internet tools. However, before you give all of this to anyone, get references of proven, successful experience. Then check them! Though the Web has seen a blurring of who does what, these nondesign activities require very specialized know-how.
The “No More Need for Phone Reps” Fallacy (It’s Not Always the Web Site Designer’s Fault!) Despite the caveats we have said about some Web site designers, many are not at fault for the design problems. Often, those are forced on them by a company that hopes to have the Internet replace costly telemarketing sales and service. Do not make that mistake! If a prospect or customer wants to contact you by phone, fax, or e-mail, make it easy to do so. They want a live person with whom to communicate and do not want to figure out anything on the Internet alone. They may well be using the Web as a substitute for Yellow Pages and nothing more. If you do not want to drive customers to your competitors, put a “How to reach us” button on your home page, then make sure that they can!
The Internet without “Experts”?! Although is seems all-pervasive today, it has only been a decade or so since the online revolution began to explode before us. There were only 50 sites in 1995. By 2000, there were 2 million and growing by thousands more per day. No one in those few years has become a true Web advertising expert. No one “knows” everything that works. Everyone is still learning. For instance, some experienced site designers are now convinced that people react best when given between five and nine “click here” choices on a site. Certain patterns are emerging, and it is important to work with people who have learned what is known so far because they can help avoid common mistakes. But what you, the business owner or manager, must insist on is that the rules of business and marketing have not changed. Without pretending hardware or software expertise, insist that basic marketing be applied to any work done for you. After all, it is your money at risk.
Guiding through Goals To guide both your design suppliers and yourself, you must have specific goals for what each part of your Internet strategy is to accomplish. You do not have to be an Internet expert to know that in addition to being your online advertisement or catalog, your presence must achieve all four of the following:
1. Speeds announcements of special offers or opportunities to the most interested audience in a timely manner.
2. Speeds people getting in touch with you and giving them your answers.
3. Speeds communication about who you are and what you do.
4. Speeds responding to competition. The fact that you are doing this on the Web, in addition to the old-fashioned ways, does not change what has to be done. Do not let anyone tell you differently.
The Need for Experimentation Without losing sight of your marketing goals, do not hesitate to experiment with what you put on the Web. The industry is so new that everyone is still experimenting. No one, whether Microsoft, Amazon.com, or the local cigar bar has won the how-to contest. The important thing is to have specific goals that can be quantified and evaluated, whether you do it yourself or use outsource help. If you do the latter, find someone whose expectations and vision matches yours and make sure that vision stays within basic marketing fundamentals.
The Critical Importance of Testing Whatever your site design, make provisions for testing. The beauty of Internet response is that it happens very fast. You will learn what works practically overnight. If you have a local customer universe, plan to run different tests for a week or two to see what happens. If you are a more broad-based firm, you can test changes by diverting a certain number of site visitors to a different Web page; that is, every 10th response goes to the test site and your computer tells you what response you got from each. Talk to your ISP to get details, options, and costs. Here are things you will want to learn from testing.