I adapted Kim T. Gordon’s Marketing 2009: The Year of One-to-One Marketing about letter writing to website development. These are key marketing fundamentals that websites can benefit from.
Rule 1. Set a Measurable Goal
What are you expecting to happen on that particular page of your website? What is the ultimate goal of your website? If you have an ecommerce website, then you are trying to convert a visitor to a customer. Once you have set your goal, you can now design that particular page to trigger that action
Rule 2. Have a Strong Hook
Get your visitors attention straight away. Website visitors have a short attention span and tend to scan pages. Anticipate their needs and make sure it is included in headlines that be scanned easily.
Rule 3. Convey a Unique Message
How are you going to stand out from your competition? A survey of your competitors should give you a good idea of their approach. If you can convey a unique message then you will stand out from your competition.This could be additional information, better price or special offers.
Rule 4. Keep the Reader in Mind
Imagine your visitor is in front of you. Talk to them simply and directly. Give them only the information they need. Make sure you have flawless presentation without spelling or grammar errors. Write with an inverted pyramid journalistic style.
Rule 5. Write About “You the Customer”
Direct your pitch to your customer. That means you stress what “you the customer” will get and not what “we the company” provide. Highlight and repeat benefits at the beginning and end. Close with a call to action that gives the prospect a reason to move to the next step in your sales process.
Rule 6. Make Responding Easy
The fewer hurdles your prospect must jump, the more likely you are to close the sale. This means there should be the shortest route possible to complete a purchase. You can count the number of clicks needed and forms to be filled out and then strip this down to the minimum possible.
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