Website Strategy | Traditional Website | Online Sales Letters

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How confused are you around this internet stuff? When I talk to my clients I discover that many of them are totally confused about what websites are all about.

You show them a Sales Letter Site (direct response style) and they ask where is the website, you show them a Blog and they wonder what that’s all about.

So let’s take a look at what it all means. Which type of website should you be focusing on? What’s the difference between them.

It could make the difference between you spending a LOT of money on your website and not getting sales (isn’t that the objective of any website?), verses getting heaps of sales from a website at a fair price to create it.

The “traditional” corporate style of website were the main option businesses looked at for presenting a positive image to the internet world. Now, I’m not a fan of this style or website… but this has been the common strategy in the past… but it’s not the only option you should consider – and may not get you the result you are searching for.

So first you need to understand each particular type.

Corporate traditional style of Website

This is the one you see that has the traditional company information such as products, About Us, Contact Us, and an overview of all facets of the business

Is about the business – written in more formal language
You describe your products & services & this only changes when your products or services change.
Is designed to provide an overview of your entire organisation activity
Is designed to impress the reader and build credibility for your business

In fact… I call it the “Business Card” online. Looks exactly like one and doesn’t do much more. And it doesn’t quite interact with your client.

Sales Page Website – the Direct Response style

This is the long form sales page website – focused on getting the reader to make or take an immediate direct response

Starts with an attention grabbing headline
Might include lots of testimonials from satisfied clients scattered throughout the page
Is conversational, speaks directly to the person buying the product
You can buy directly from links that have been included on the page
Stands alone… Is not necessarily linked to other parts of the business.
Is designed to sell one product or service only – you are seeking ONE outcome

I use this style of website quite often. It has a purpose and that is to get the Sale.

Blog Websites

So what’s a Blog? In simple terms, a blog is a web site, where you write stuff on an ongoing basis. New stuff shows up at the top, so your visitors can read what’s new. Then they comment on it or link to it or email you. Or not.

It’s just like this website!

So, unlike the traditional style of website, a blog is a collection of articles, content, catalogued and archived, based on your chosen niche.

The challenge here is to create a blog in such a way that it enhances your business… helps you get the reader, your clients, to come back more often to your website, creates more “traffic” to your website and makes you more money.

Blogs are dynamic – blogs are usually updated on a regular basis, daily, weekly.
Blogs can be interactive – people can leave their comments and participate in a conversation on your blog.
Blogs rank very highly with the search engines as the content is regularly updated – Google loves blogs because of this!

Not all web designers understand or have invested the time to study marketing… getting the client to buy from your website. And not all web designers will know how to guide you to get the best results from your website – most look at how to make your site look like a piece of art… with flashy bits and little tricks.

So make sure you work with a designer who understands marketing… websites that are designed to sell!

So, ask yourself this question… “what type of website design will work for me – a company website, a blog or a direct response online sales letter?”. I’d recommend that you make use of all THREE!

Feel free to leave your comments below and tell me what you think.