Archive for 'web design'

7 Tricks To Enhanced Web Site Yield

Wednesday, June 24th, 2009 at 11:51 pm  
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You might have traffic arriving on your site and they are ticking over creating purchases, but how else may well you turn traffic into cash? Here are 7 steps that you in reality should be trying out, that we recommend to our local Southpoer web site design customers.

1) Display displaying adverts for other websites. Depending on your website, it may be suitable to carry a quantity of advertising. possibly Google Adsense or banner adds. Google, and similar schemes, have the useful advantage of deciding on adverts most liable to be clicked on according to the content of your website whereas banners, depending on their source, are liable to either be paying a fixed amount for being displayed or be an affiliate banner. With either of these you need to be look after the banners – removing those that expire and finding new ones for the reason that required. Also, for affiliate schemes, swapping between the best performing schemes.

2) Sell add on products. look at what they have in their shopping basket and see what other people who have chosen those items have bought with them. Doesn’t work so simply if you are using a third party’s shopping basket, but if it is coded using your own database then you could write a report to show you broad options and if you are a bit cleverer, also display the common choices either with the item or in the basket screen.

3) Sell special offers. Add minor ticket price items that they might be interested in. Display them around the basket areas of the website. All you need to be selling is little add on gadgets that don’t cost that much, but if there are enough extra sales, that can make a tidy amount of extra profit.

4) bestow free postage. Take a look at your customers’ average basket order value and bestow free postage for a small amount above that. Then watch and see if the average order value increases. The lure of a something for free could just encourage people to buy more. basically watch that people aren’t buying more then returning the extra (it’s happened before).

5) bestow special impart items for basket amounts. Again, look at the average basket order values and grant free or discounted goods when the basket total is a little more than average. If most people spend £20, then for £25 orders impart a small gift for free. And with a bit of luck watch your turnover increase. simply remember to state that the free gift ought to be returned if other parts of the order are returned.

6) Add monthly ‘trinkets’. Have a special low-cost item generated and each month make one of these available for above average order baskets. Using the same theory because the previous step, but encouraging the people to come back next month to uncover the next item.

7) Ask your customers to join your mailing list. Then you may well sell them more by telling them of latest stock, current promotions etc.

All are incredibly effortless ideas, aimed at increasing sales and bringing in more cash in other ways. If you need help constructing your site, don’t forget we supply an affordable website design service.

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Will People Really Read Your Small Business Web Site?

Wednesday, June 24th, 2009 at 4:34 pm  
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You may have spent quite a bit of time designing your web site and writing the copy for it, or you may have spent quite a bit of money and had it all done by a professional designer and copywriter.

But there are about 4 billion websites on the internet. That’s a lot of competition for your site, so how do you get people to actually read your copy? There have been several interesting studies about website reading patterns and usability. They’re referenced at the bottom of this article.

Website users generally leave a site that takes longer than 7 seconds to load, and the average visit length is just over 1 minute. So assuming your site loads in less than 7 seconds, you have on average, one minute to convince your visitor to stay. And how do you get them to stay? The answer is simple: content, content, content.

But it takes an average of 5 to 7 visits in order to get people to buy your product or service, so how do you get them to come back? By changing your content on a regular basis. Delete text, add text. Add whole pages from time to time, and consider splitting long pages into two.

According to research, content in and of itself is not enough. There are several factors to consider when building a superior web site. Several studies tell us how to improve any web site.

How Viewers Read Web Sites
Would it surprise you to know that most web site users won’t really read your web site? That’s what Jakob Nielsen and John Morkes found in a 1997 study. What they found is that 79% will scan your web site, and only 16% read it word for word. Their recommendations are to use scannable text by using:

• Highlighted words
• Meaningful sub-headings
• Bulleted lists
• One idea per paragraph
• Inverted pyramid style
• Half the word count of conventional writing

Let’s look at what the W3school says too. Their article “Web Site Design” confirms that users scan rather than read, leaving in a few seconds if they don’t feel they’ve found what they’re looking for. The W3school suggests using short sentences and paragraphs, and breaking up excess information into different pages.

Let’s talk for a moment about the inverted pyramid style because that’s probably the only term you may not have heard before. Remember the papers you used to have to write in high school or for university?

Typical they start with an introduction, then move to background information and discussion, then to findings and finally to a conclusion and recommendations. All that means you have to read a lot of information before you reach a conclusion and recommendations

What Nielsen and Morkes are suggesting is to invert the pyramid.

You could write your web site as a variation of the inverted pyramid by writing a summary first, and adding detail after the summary. Most people don’t scroll, but writing your web site inverted pyramid style just might convince them to.

How Writing Style Affects Readability
Nielsen and Morkes measured the effect of different styles of writing on five versions of the same website. A site with promotional copywriting was the control version, and each of the other four sites used one of the following versions and had the following improvement in per cent according to their test readers:

• Concise version with about half the word count as the control: 58%
• Scannable layout with the same text as the control but easily scanned: 47%
• Objective language using neutral rather than subjective, boastful or exaggerated language: 27%
• Combined version using all three: 124%

Tracking Their Eye Movements
In 2003 and 2004 Eyetrack completed a study called Eyetrack III. Their study was for news-type sites, but what they found will also help us structure our small business web site. The study found their users followed our left-to-right Western Culture, first noticing the top left of the page, hover there for a bit, and then moving downward in a z-like pattern to examine the rest of the page, and finally moving back up the page to the upper right.

The study found that the eye pauses and reads the first few words of a dominant headline first, especially when that headline is in the upper left and sometimes the upper right. Readers will usually stop reading at five headlines regardless of the number used, but an unusual keyword will often get people to pause. Curiously, they also found that smaller type encourages reading while larger type encourages scanning.

Are You Credible?
Nielsen and Morkes found that web site users look for credibility in various ways, and suggest credibility is increased by high-quality graphics, good writing and using outbound links.

The internet was originally intended for information, and it remains that way to this day. Over the years, several people have tried experimenting with website copywriting. What they consistently found was that users did not want to see “hard sell” types of copywriting.

Nielsen and Morkes confirmed that theory in their article as well. They found that web site users want to get straight facts and that credibility suffers when users feel claims are exaggerated.
An interesting study on web site credibility is “How Do People Evaluate a Web Site’s Credibility?” by B.J. Fogg Ph.D, Cathy Soohoo, David Danielson for Consumer Webwatch.. They studied 10 sites in each of 10 categories, with almost 2700 participants evaluating the websites.
They showed the results of 18 comments on credibility. These are the top 10:

• Design look: 46.1%
• Information design/structure—organization and ease of navigation: 28.5%
• Information focus—breadth and depth: 25.1%
• Company motive—admirable motive vs strictly commercial: 15.5%
• Information usefulness: 14.8%
• Information accuracy: 14.3%
• Name recognition and reputation: 14.1%
• Advertising—dislike of pop ups, positive use of advertising: 13.8%
• Information bias—commented on positively and negatively: 11.6%
• Writing tone—straightforward friendly tone boosts credibility: 9%

What Does All This Mean for You?
Content may be king, but design has a strong influence on credibility. Your design should be professional, organized, consistent, and easy to navigate. Pages should load within seven seconds or you might lose visitors, so use a small number of quality, optimized graphics, and keep your page content down to two, or at the most three MS Word pages.

Your reader’s eye first stops at the top left quadrant, so that’s a good spot for your logo and company name.

And, a headline in the top left quadrant is very important to keeping your reader on your page for longer than a minute, so consider a headline just under your logo. Consider that the first three words of your opening headline are the most important, and straightforward headlines are better than cute, ambiguous ones.

As to the content itself, are you really a good writer? If you’re not, you might want to hire a professional to write your web pages for you. If you are, use a concise, scannable, and objective writing style to maximize your web site readability. Aim for a straightforward and friendly tone and write useful, accurate information with both breadth and depth.

When you’re finished, put it aside for a day or two, and then edit what you wrote. Dot all the i’s and cross all those t’s. Check spelling and punctuation. And then take another good look at what you’ve written and remove any “hard sell”. It has its uses, but it just doesn’t seem to work on the net.

Works cited in this article:

“How Users Read on the Web” by Jakob Nielsen and John Morkes, 1997, http://www.useit.com/alertbox/9719a.html

“The Best of Eyetrack III: What We Saw When We Looked Through Their Eyes” Steve Outing and Laura Ruel, 2003 and 2004 http://poynterextra.org/eyetrack2004/main.htm

“How Do People Evaluate a Web Site’s Credibility?” by B.J. Fogg Ph.D, Cathy Soohoo, David Danielson for Consumer Webwatch. http://www.consumerwebwatch.org/dynamic/web-credibility-reports-evaluate-abstract.cfm

“Web Site Design” W3Schools http://www.w3schools.com/site/site_design.asp

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Using Press Releases To Get Traffic And Build Links To Your Website

Wednesday, June 24th, 2009 at 7:51 am  
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One of the most powerful ways to bring traffic into a website and build links is to use press releases.

If you’re using online methods to distribute your press release, you’ll find that every time you submit on, it will bring in both traffic and links.

Even if your press release doesn’t generate any interest from reporters, it will still help your website.

A great press release can completely change your business and bring in a flood of traffic, links, and even get you on CNBC or Oprah.

Even when given all the benefits of press releases, however, most people will never use them.

They have a list of excuses that include: I don’t have anything newsworthy; My business is different; I don’t know how to write a press release; and this one really befuddles me – because someone might actually call them and want to interview them – they’d have to *gasp* actually talk about their business to someone.

Of course, they’re just that – excuses. Coming up with something newsworthy is relatively easy. Any business can benefit from the use of press releases, they’re even relatively easy to write. For those who are afraid you might actually have to talk to someone, though, I’m not sure what to tell you – a lot of times, no reporters will call, but they might.

Here’s a few tips for successful press releases.

1) Headlines Are Vital

Just like a great headline can make or break a salesletter, the headline of your press release can make or break it. If your headline doesn’t grab someone’s attention, then it doesn’t matter how great the rest of your press release is because nobody’s going to read it. If you need help coming up with headlines, just go to your library and look at the headlines of magazines and newspapers. You’ll find plenty of great headlines within their pages.

2) Not An Advertisement

Remember that your press release is not an advertisement. While you can certainly use them to promote a new product or service in your business, the actual press release should read like it’s being written by a neutral third party. Think of yourself as the reporter writing the story about the product, why it was created, and a little history. Don’t hype up the product, just give them the facts.

3) Quotes

Have you ever noticed how just about every article you read in a newspaper has a quote from one person or multiple people? That’s because quotes make your stories more interesting. Always include a quote from someone in your press release, even if the only person you can quote is yourself.

So next time you’re looking for to get more traffic or links to your website, give the press release a try.

Written by Ricco Richardson
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Building And Selling A Niche Website To Likelihood For Future Earnings

Tuesday, June 23rd, 2009 at 5:52 pm  
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If you have a tad of time on your side and aren’t too distressed to earn money right this minute, then there is a technique to potentially earn a considerable income. In fact, along the road you will be making a respectable amount, that is important to the plan. But that’s not the reason of the project, it is an add on advantage.

What is the secret of this long term project that may well potentially reap thousands in return for your efforts? Even if you locate it wrong and it doesn’t grow as much as you would like it to, the eventual return must still be worth while, along with an income along the way. This is building a niche website.

Quite without problems you build a website now, with the intention of selling it in the future. Yes, for the reason that easy since that. purely various homework now and a bit of legwork and in a few months you ought to be able to sell it for a decent profit.

You have to start with a magnificent URL. glance around and investigate a few suitable keywords without huge search engine competition. locate a product or a array of products that you may perhaps reasonably with no trouble obtain listed quite well on. Then research a suitable URL based around your ideal keyword.

Once you have registered the URL, build a website for the domain. If web design isn’t your thing, then use a free tool obtainable on the internet, or a free tool accessible at your hosting service. It doesn’t have to loom fantastic, that’s not what you will be selling it on.

Build into the site plenty of selling opportunities. If you may possibly drop ship the product then run the site since a shop. Else purely run the site since a large affiliate site pushing[ the chosen product. Add adverts such for the reason that Google’s Adsense to earn more once the traffic starts.

And that is where the work begins. Once you have the site live, set up link building since much since you can. Forums, blogs etc and link exchanges. More importantly, write and publish articles to unearth one way links and if you have done the keyword research correctly, you should set up to see your site quickly rising up the search engine rankings and hopefully arriving at the top page of your favorite search engine. Take it a step further and endeavor for the number 1 spot.

Once it is listed well on Google, keep running with it to guarantee that you earn a terrific income. Run a mailing list if that helps haul in traffic. Anything to set up earning a good amount.

But this proceeds isn’t what you are aiming for alone. Once your website has established a magnificent monthly income, begin searching around for websites that impart the service of selling websites. If your website is established with a good income, it ought to be effortless to sell it for the equivalent of scores of months’ income. And once you have sold it, you may well set up on another site. Or if you have the time, start earlier than you sell it, for the reason that once the site starts being noticed, your workload should drop off. Visit the blog for more ideas for working from home.

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Benefits Of Webmaster Toolkit And Resources

Tuesday, June 23rd, 2009 at 1:34 pm  
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WebmasterGrade.com – a website offering a comprehensive set of webmaster tools and techniques to manage the contents of your website effectively. There are different tools available for SEO, domain searching and HTML in addition to multiple web utilities.

Webmaster resources provides complete solution for making your website worthy of display. A lot of webmaster tools and tips are available for improving the quality of your website. All these webmaster resources are available free of cost.

Search Engine Optimization or SEO is an essential element in website marketing. All those who want to be seen in the world of successful internet marketing should not overlook the roles of SEO. The website provides many SEO techniques like keyword quality analyzer and search position detector. These facilities analyze the quality of your search keyword, and if found unsatisfactory, suggest you new keywords after researching the contents of your website and comparing it with other similar ones.

The website has helpful tool to show the number of inbounds links that are indexed by Top 3 Search Engines – Google, Yahoo & MSN. Log on to the website and type your website URL in the given space and press the option ‘grade’. You will get a detailed report on the ranking and links associated with your website. You see Alexa Ranking of your website and the number of inbound links that your site has got from other websites. And of course, there is a star which spells out your grade, prompting you for further modifications for your website, if necessary.

This site is essential for new webmasters as the tools provided here rectify their common mistakes. These tools help resolve poor keyword analysis, identical meta-data, repetition and stuffing of keywords and wrong choice of URL Anchor Text.

The Domain tools like Domain Name Checker helps you to find the domain you are looking for or can even check the details of any existing one. There are many other powerful web utilities offered by the site. IP Address Locator is one of them. You can locate any computer around the world if you know the IP address. Another utility, Cron Generator allows you to schedule a program, which you wish to be repeated at a certain interval of time. In addition, there are certain tools available in this site, which enable you to protect the files online with passwords. Besides, many other attractive webmaster techniques are there to make your website user friendly and complete.

Various techniques are used by the webmasters to develop their web pages. In case, if you have any plans to improve your web pages and give them a unique look, all you need to do is, navigate webmastergrade and be the best in your field.

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Building A Website The Easy Way

Monday, June 22nd, 2009 at 9:32 pm  
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Being an entrepreneur, I was anxious to stake my claim on the web and join the community of those who were making a living online. The only problem was, I didn’t have a clue how to build a website or the patience or time to learn all that code.

So, what did I do? I started a search for an easy website creator. My thinking was surely some ambitious entrepreneur had already realized the earnings potential of a website builder for the do-it-yourself person? As you can probably guess, I found one. Well, actually, I found quite a few. Of course, back then there weren’t nearly as many options on the fiber optic highway as there are today…so my selection was a bit limited when compared to today’s market. Back then was approximately six years ago, which at the speed of changing technology might as well have been the ice age.

I made my selection and started building a website. Was it easy? No. Remember I was inexperienced and soon learned that not all site builders are alike. My first attempt was definitely with a stone age product in a modern day world. Believing that all products, from a well-known company, are surely quality was my first mistake. While this company offered several affordable services and quality products, their easy website builder wasn’t one of them.

I began my search again. This time, however, I relied on the feedback from other website builders like myself. Hence, ask someone who has already been there, done that. After garnering a few referrals, I set out to try the mentioned services and finally settled on one.

Am I happy with my choice? Absolutely! So happy in fact I saved my money, earned on the web, and purchased a partner’s program with the company. You see, I was referring so many people to their services, I finally wised up and realized I might as well be earning from all those referrals….and now I am.

After much trial and error, I did learn a few important keys to online success and building a website. Here are a few tips to help you get started and stake your claim on the world wide web:

•Target your market. Don’t try to be a website for everything. Find your niche and fine tune your site to match.
•Stay away from dark background colors and wallpaper. Keep your site clean and easy to navigate.
•Add quality content. Keep your site content fresh and updated.
•Quality link exchanges do work. Exchange links with websites that fit the demographics of your site. Stay away from link farms.

Now that you have your website online, marketing and maintaining your site will be the key. It’s not like the movie, “The Field of Dreams – If you build it, they will come.” If you don’t market your website, guess what? They don’t come. It’s that simple.

Marketing is such a big and hot topic that I won’t go into it in this article, however, I do suggest doing a search on the web for keywords, “website marketing.” You will discover there are millions of responses and endless information and debate on what is the best solution. My experience: there is simply no one solution for this issue as the internet is ever changing and updating. Make time to read and learn about marketing your business online and locally. There are many great resources on the web which can help you stay informed and updated.

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Before You Redesign Your Web Site

Monday, June 22nd, 2009 at 3:22 pm  
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It’s a familiar story. Your Web site was designed around the time when an upstart named Google was just getting their foot in the door of the Search Engine market. At the time, it was a great Web site. It might have even had some cool new features like some JavaScript rollovers or maybe even some Flash.

Unfortunately, times change. Those image rollovers that you used to think were innovative are now horribly outdated and your competition seems to have redesigned their Web site about every 6 months since yours went live several years ago. It’s time to redesign.

It sounds like such a great project that it couldn’t possibly go wrong, but trust me—the best of intentions can sometimes lead to costly business mistakes. The entire redesign process would take several of these articles to properly explain, but I’d like to talk about my 4 basic rules to remember BEFORE you start the process of a Web site redesign:

1. Determine EXACTLY what you want from your new Web site and be realistic.
A Web site redesign project can be as big or small as you want it to be. Some times the written content might be fine and a freshening of the interface is all that’s in order. Other times some Web applications might need to be developed to take online orders or allow members to log in.

No matter what you decide you need, remember that everything that you do needs to accomplish your businesses’ overall goals of increasing sales and retaining current customers. Anything outside of this might not be necessary.

Also, don’t be afraid to do things in phases. A lot of my Web design clients do things this way because it allows them to focus on immediate needs first. For instance, a client might have very poor Search Engine rankings because their old Web site was poorly developed and their tags are no good. But they also want user forums where their clients can discuss and ask questions. We might do 2 phases for a project like this. The first would get their Web site up to date with the latest Search Engine Optimization techniques, and once that is done and the Search Engines are re-indexing their pages, we will develop the other features that they want on their site, such as the member forums.

2. Choose a Designer wisely.
Choosing the right Web designer is obviously a huge part of your Web site redesign project. Even large corporations with a creative department will outsource this job to an outside firm a lot of the time. The right Web designer will display creativity, but will also be sensitive to the context in which their designs are going to be viewed.

For instance, for a high-priced law firm in Manhattan, a singing, dancing animated character, executed in Flash, would not be the right way to go. Make sure that the Web designer has made work that fits the client’s personality and vision, and not the other way around.

A lot of clients that come to my firm inquiring about a Web redesign want to see only work that is in THEIR industry. I think that finding a designer that ‘knows’ your industry is a valid one, though a GOOD designer will put the time and effort to learn an industry. To me, it’s more important that someone has the sensitivity and understanding to be able to work with ANY industry. Some times firms that specialize in only one industry begin to suffer from ‘tunnel vision’ or possibly even lose their creativity altogether because they are no longer challenged with learning new things.

Either way, taking an extensive look at a Web Designer’s portfolio will tell you a lot. And you might want to call a few references as well.

3. Don’t give in to fads and eye candy.
As a Web Designer, it is my job to keep up with the latest and greatest software, plugins, trends and design ideas. While some of these are great tools, with every project that I tackle, I need to ask myself: “Does this tool—as cool as it looks—accomplish what the client wants to accomplish?” A lot of times it does, some times it doesn’t. For instance, I am a proponent of Flash because of the amount of interactivity and interest that it can add to a static Web page. But it only works when it is used properly and when it fits with the rest of the Web site. There are some times when animation, sound or video will just NOT work.

4. Remember why you’re doing it in the first place.
You are redesigning your Web site because your company wants to increase sales and retain current customers. If every single feature of your new Web site does not contribute to that, you need to reconsider why you are doing it. It’s not enough to just have a facelift every once in a while. A good Web site redesign can be costly and unless it is directly contributing to the growth of your company, you could easily put your marketing budget to better use.

The best Web site redesigns are the ones that take a company’s ideas and vision and portray it in a way that is attractive, easy to use and memorable. The features you add to your Web site that truly benefit your potential clients and current customers are the ones that will pay off tenfold in the long run.

Best of luck in your Web site redesign process.

——————

Greg RS Kihlstrom is an internationally-recognized Web, Motion Graphics and Print Designer who is currently creative director at Carousel30. You can view his work at: http://www.carousel30.com

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Make Your Site Quick To Load!

Monday, June 22nd, 2009 at 7:10 am  
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The time it takes to load your site can make or break a visitor’s first impression of your site. If your site takes too long to load, the visitor will click “Stop” or “Back” and leave your web site. If you are a business and offering people important information, it is critical to have a nice design, with a quick load time.

You may want to check out the load time of your page, to indeed see if your site loads quick enough for the average user. A great site tool can be found at http://www.websiteoptimization.com/services/analyze/ where you are able to enter your site and it displays a report on the time it takes to load your site on different connections, in addition to tips to decrease load time.

Upon doing a speed test, if your first page takes a great time to load in the visitor’s browser, it is in the best interest to do some redesigning to decrease load time and increase the number of visitors that will not click back on the browser. We must remember that not everyone is running on DSL or Cable modem. Many users still dial up using a 56K connection. As web designers and site maintainers, we want to ensure our site’s load quickly, as to not lose potential visitors to your site.

Images, Sounds & Animations are the major menaces to download time. While these add nicely to a site, they may take up a lot of time to load. If you may avoid large sized files, please do. Many images may be optimized to look the same, however taking up less space, and download more quickly. Many image editors such as Adobe Photoshop or Paint Shop Pro can perform these tasks.

Sounds & Videos should be avoided on your main page, as they take up most time to load. Keep these for inner pages if possible. Videos and sound files can be from 100 KB to 1 MB in size or larger. If the user needs to load a 500 KB video file on a 56 K modem, it will take upwards to 89 seconds to complete. This definitely could turn the user away from your site. So keep these files to a fairly small size, or avoid if possible.

Text can also play a significant role in the load time. If you have a large amount of HTML code and large amount of content on your main page, it will also increase the load time. Text however is not as significant, as the entire text you have on the site may not be even the same size as a couple of pictures combined.

So limit the large sized graphics on your web sites. Your visitors will appreciate the fast loading site with the information being presented that they are looking for!

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How Affordable Websites Can Make You Money

Monday, June 22nd, 2009 at 7:10 am  
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Do you have a website that doesn’t bring you any business?
Are you worried about investing more money in a website that isn’t performing?

Well here is some good news: affordable websites can make you money!

There’s a myth circulating that you have to invest a fortune to make money through the web. Of course the likes of Amazon and eBay have thrown cash at their websites and are reaping the rewards, but I’m not talking about companies of that size. Budget websites can also generate income with the right approach.

The great thing about doing business online is that you can keep your overheads low. No need for expensive shop fronts, offices, printed brochures or a large workforce. Ideal for the small business without endless capital resources.

It is perfectly possible to do business via the web and make a tidy profit using a modest website on a small budget, providing you follow some basic rules regarding content and structure, and concentrate on converting visitors into sales.

I read a fascinating article last week, by Michael L. McGrath of MLM Celtic Enterprises, which successfully articulated some similar ideas that I have been talking to my clients about recently:

“Every web site has a Most Desired Response, that which the the site owner wants the visitor to do while visiting, and that MDR needs to be identified. The site’s design and content need to be crafted tightly and well around the MDR, identify it with absolute clarity, and remove all obstacles that might prevent a visitor from the response.”

That – in a nutshell – is the key to a successful, profitable website, and it need not cost the earth!

It’s amazing how many start-ups fail to grasp this idea, and then complain that their website fails to bring them any business. Imagine that. If you follow a few basic rules, you can produce websites that actually bring you business.

Concentrate on the following:

identifying your Most Desired Response
identifying your target audience
structuring your site and preparing content, based on your MDR and your target audience.

Identify your site’s Most Desired Response

Rather than thinking about how you would like your site to perform, think about how you would like your customers to behave. There’s a subtle but crucial difference.

More often than not, your MDR will be a visitor buying your product or service. By the way, if you want to take online credit/debit card transactions, you can use PayPal, which is quick and easy to set up. All you need is a bank account to get started.

But your Most Desired Response doesn’t have to involve an online transaction. Very often an MDR will be making a phone call, making contact via email, or simply registering personal or business details.

Be sure of your target audience

Successful small businesses identify and corner niche markets, rather than attempt to take on the world! This is doubly important for online marketing, because you will want to avoid competitive keywords when preparing your content for the search engines.

Structure your site and prepare your content

Once you have established your MDR and identified your Target Market, you can begin to structure your site. The structure and content of your site should serve exclusively to trigger the Most Desired Response from your Target Market. Anything which does not fulfill this criterion is superfluous and should be discarded. Be ruthless about this. Avoid building in gimmicks to your

site, which only serve to distract your visitors from the MDR.

I recommend drawing a flow chart which maps your visitors’ journey beginning with the keywords they enter into Google, and tracking their movement through your site to the holy grail – the Most Desired Response.

When preparing your content, you will need to bear two things in mind. Firstly, it has to comply with the MDR. Avoid superfluous waffle, and make sure everything you say is leading your visitor towards that all important conversion. Secondly, you will need to make sure that your content attracts your target audience to the site in the first place – via the search engines. Start by identifying the right keywords – or more accurately keyphrases – and then ensure that they feature in your content.

In the online world, niche markets take on an even more important role, when you come to choose keywords. The big boys will have the generic keywords sewn up already, and those keywords won’t bring you targeted traffic anyway. If you can concentrate on a specialist or localised market so
much the better. You will stand a far better chance of driving targeted traffic to your site and generating hot leads. Of course you need to make sure that your keywords are not so specialised that none of your potential customers are using them. It’s a fine balancing act. Nichebot offers a useful tool for working out the most productive keywords.

So you see, none of this is going to cost you the earth. A great deal of thinking and research (I never said it was easy!), but not a great deal of money. Quite the reverse: if you follow the rules, you will soon be making money.

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