WEBSITE DEVELOPMENT & RADICAL DIGITAL TRANSFORMATION

Persuasion
Establishing your trust & credibility
Trust and credibility need to be established to successfully persuade your visitors to take action.

Website visitors buy only from businesses whom they trust. Without trust and credibility, it would be impossible for any ecommerce to grow.
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Persuasion
Why every website needs a strong UVP

What is UVP?

At some stage or another you might have heard of the phrase 'elevator pitch'. It's basically a short 30 second pitch about your business idea or proposition. This typically includes who your target market is, what benefit you offer your customers, a description of your products or services and most importantly what makes you unique – what's different about you compared to everyone else in the market.

Unique Value Proposition (or UVP) is exactly that. It is a clear statement that communicates to your website visitors exactly what you are offering and why you are the only business making this offer. It's not the same as having a 'tag-line' which is usually something short and memorable.

A UVP doesn't have to be memorable but it needs to be a strong, clear and concise statement about your business so that every time someone lands on your website it should be immediately obvious to them why they should be doing business with you and not with someone else. For example, Amazon's UVP is 'Low price, wide selection with added convenience anytime, anywhere.' In one sentence they have summarised what sets them apart from everyone else.

Identifying your UVP should be one of the most important aspects of your marketing strategy but surprisingly, many businesses struggle with this and often ignore this key area of their business and website.

UVP success story

The team at Future Now, like most other marketers, are passionate about establishing a strong UVP for every website. To prove the importance and effectiveness of a UVP, they used one of their clients Accepted.com as a case study. They ran a test where they drafted three different versions of UVP and tested them against the original website.

They trialed UVPs that communicated how long Accepted.com has been helping customers, how much success they have had and the kind of customer problems they can solve.

The result was a whopping 30% increase in conversion, resulting in tens of thousands of dollars in extra sales!

As you can see, by just identifying your point of difference and communicating that with your customers, you can actually impact your conversion rate.

So how can you go about establishing a UVP?

UVPs are the best way to spark the interest of someone that has landed on your website within that 3 second time frame we often talk about. A big part of establishing a clear UVP is putting yourself in the customer's shoes – what does he/she have to gain by specifically doing business with you?

Here's a few tips to get you started:

  • Get input from your employees. Get a group of people in your company together – and ideally someone from every department so you get input from every area in your company. Even better if you can involve each and every one in your company through an email. You want them to answer the simple question 'what do you think we do best?' This will give you a range of answers from every part of your company.

  • Ask your most faithful customers. Find out from a few of your most faithful customers why they chose you. Clearly they think you offer something that no one else does, so find out what it is and get as much detail as possible – remember, if it's a great quote you can even use this as a testimonial on your website!

  • Think about why you decided to go online with your business. What made you think you needed to be online – maybe you saw an opening for a product or service that no one else is offering or maybe you can do it better, quicker or cheaper?

  • Create first draft of UVP list. Once you have the list from all the three exercises above, look for points that have a common thread and separate them out as your UVP list.

  • This list should be the foundation of your UVP. Now you just need someone that is a good writer within your company or someone you can hire for a few hours to write around five versions of the UVP.

  • Test each of the versions compared to your website as it stands. You need to place this UVP on your homepage and any other important landing pages (if you have any PPC advertising set up, all your landing pages from these campaigns should have your UVP). Test each one of the UVPs against your website and check for conversion rate - remember not to change anything else on your website during this period because you want this test to give you the best possible indication of what the right UVP can do for your results.

  • Pick the one that gives you the best conversion rate.

Once you have set up your UVP, remember that this will distinguish you from the rest of the market place and help you become a leader but to stay on top it's always good re-visit your UVP, tweak and adjust it as your business develops over time.

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Persuasion
10 ways to create a persuasive and successful website

Before your website visitor is persuaded to make an enquiry or buy your products or services online they need to trust you and believe that what you're saying is true. It's easy to achieve this credibility in a store where the visitor can meet your sales staff and shake his/her hand but when you are dealing with a website, you have to look at other ways to achieve the same level of trust and credibility.

Here are 10 most effective ways to build the trust and credibility of your website:

  1. Fast-loading website: Studies show that all web pages should load in 10 seconds or less on a 56k modem, otherwise you will start losing your customers. 

  2. User-friendly layout & clear navigation: Don’t try to be unique and quirky with the structure and layout of your website – you'll confuse your visitors. Everything needs to be as simple and obvious as possible. If you want to avoid being like every other website, get your personality across by using your branding, photography and copy. 

  3. Professional website design: First impressions are extremely important - if your website looks cheap, you will destroy trust immediately. Always use an experienced website designer - don’t try and do it yourself or get your cousin’s son or even your business card designer to do it! 

  4. Testimonials are great for establishing trust and credibility. The more the merrier! Keep them in their original form– don’t fix grammatical errors. Provide contact details for the people giving the testimonial. Whatever you do– NEVER fake a testimonial– it's obvious and you will destroy your credibility! 

  5. Case studies are in-depth studies of the successful 'experience' a customer has had with your business. They are powerful trust and credibility builders - particularly for complex products and services.

  6. Awards & certifications: Has your business won an award or achieved some sort of certification? Make sure it's displayed on your website because they can be fantastic for building your credibility. 

  7. Partners: Associating yourself with a well-respected partner or affiliate is a great way of building 'borrowed credibility'. You are effectively tapping into their credibility and people will think that if you are partnered with them, then you must be credible as well.

  8. Guarantees are one of the strongest trust and credibility building elements that you can have on your website. A strong guarantee shows that you have a 100% belief in your products or services. Make your guarantee big, bold and even a little brash! Many organisations have reported that the stronger they made their guarantee the fewer claims they received against it. And the increased sales or enquiries resulting from a stronger guarantee far outweighed the one or two extra claims that they received.

  9. Privacy policy: With the huge increase in SPAM and many other invasions of the individual’s privacy, a clear, ‘no ifs or buts’ privacy policy is mandatory for any website.

  10. A detailed 'About Us' page: This is a biggie. Websites can be very impersonal so the more you can show that there is a real business with real people behind the website the better. Use photos of your business and staff, and include where possible include a bio.

Building trust and credibility is an essential part of any sales process. Implement the above suggestions and you will be well on your way to improving the ‘persuasiveness’ of your website – and it’s ability to increase the level of enquiries or sales that you achieve.

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Ecommerce
US E-Commerce Website Conversion rates - April 9 2007
Online merchants convert an average of 2%-3% of their site visitors into buyers, according to the e-tailing group's "Sixth Annual Merchant Survey."
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Ecommerce
How to Improve the Average Sale Amount on your Web Site
The average sale is the amount of money a visitor spends each time they come to your website.
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Persuasion
How to Improve your Website Conversion Rate

Read the preceding article about Website Success Metrics

Conversion Rate is the first website success metric that you should look to improve. Why? If your conversion rate is poor then you can burn an awful lot of money on website promotion and advertising without seeing any result.

Improving conversion rates can be an extremely tricky task. There are so many factors that can influence conversion. This is where you could really do with the help from your E-Business Consultant They will be able to analyse your website, determine its weaknesses and provide you with some great strategies for improving your conversion rate.

There are a huge number of things that influence the conversion rate of a website. Let’s take a look at a few of the basics.

 

Customer Need


You need to know, without a doubt, what your customer’s need, problem or goal is. Everything about your website and the things that you are selling on your website should be focused on those needs, problems or goals.
Your understanding here will often directly affect the…

 

Strength of your Product(s) or Service(s)


The strength of your product or service forms the foundation for your entire website.

How good is your product or service (especially compared to your competition), and do lots of people want it or need it? Think about this honestly. If the answer is no– then this can be one of the biggest negatives on your conversion rate.

Think long and hard how you can strengthen your product or service? How can you differentiate it from your competition? How can you make it deliver more of what your target customer wants or needs? Often, an in-depth analysis of your target customers’ problems, goals or needs will give you a good insight into what they want. Then you just need to give them more of it!

Consider running a survey. We know that it can take a lot of time and effort but surveys can give you a real ‘grass-roots’ look at what your customer truly wants. Never second-guess what you customers really want as it is so easy to get it wrong. Let us share a little story about this with you…

In the early days of Zeald we were struggling to really sell our website solution. As one of our ‘marketing strategies’, we decided to set up a stand at a local business expo (North Shore Business Expo).

For our stand, we decided to run a simple survey. To record the results from our survey, we built a massive bar graph on the back wall, with results added every time someone completed our survey.

We asked just one question- “Why do businesses go online?”

We then provided five possible answers, which respondents could select from:
 

  • increased business opportunity
  • increased customer loyalty
  • improved business efficiency
  • cost savings
  • increased competitive advantage.


We got each of the respondents to put a number beside each of the answers between1 to 5 to indicate whether the answer was an important reason for them to start doing business online (with 1 being ‘most important’ and 5 being ‘least important’. Every person who completed our survey went into a draw for a free website from Zeald.

Guess what we found? - The majority of people put a ‘1’ beside ‘Increased business opportunity’.

What did this teach us? - Our target customers were interested, more than anything else, in extra business. They wanted results! They wanted sales, enquiries or leads! They wanted a website that wins business!

What an incredibly powerful result! From this point onward we changed everything about our company. Everything about our product and our service became focused on delivering results for our customers. Our whole solution became 100 times better because of this one simple survey. It helped us to truly understand our customer needs, problems and goals.

We also developed software that makes it easier to conduct a survey- the Zeald Email Marketing tool, which plugs into your ZES solution. It allows you to email your entire customer database and run a survey. It then collates all the results for you and presents them as a report. You can’t get any easier than that!

Talk to your E-Business Consultant to find out about the Zeald Email Marketing tool. With an automated tool like this, it is worthwhile running surveys on regular basis just to keep in touch with changes in your customers’ thinking or preferences.

For great conversion you need…

Great product(s) or service(s) that fulfill your ‘target customer’s’ needs, problems or goals.

 

Trust and Credibility


Do you remember the six steps to visitor conversion? Here they are again:
 

  1. Do I trust you?
  2. Do I believe you?
  3. Do you understand my needs?
  4. What’s in it for me (WIIFM)?
  5. What do you want from me?
  6. Is it worth it?


Before anyone will buy from you they need to trust you and believe that what you are saying is true. If you can’t guide your visitor through these first two steps then you have no hope of getting your visitor to enquire about or buy your product or service.

Think about when you buy from an organisation or off someone– you will go through the same process; you will not buy unless you trust them, and you believe that what they are telling you is true.


So how do you do this on a website?

Well – it’s not easy, but there’s a whole bunch of things that will help your website build trust and credibility with your visitor. Let’s go through some of the most important ones below:

 

  • Fast-loading website
    Your website needs to load fast. Studies have shown that if visitors have to wait for more than 8-10 seconds for a page to load then you run a serious risk of losing them.
     
    Your website should work and have the appearance of a smooth, powerful, and well-oiled machine. People should be thinking, “what a great website!”
     
    As a rule of thumb, every single one of your web pages should load in 8 seconds or less, on a 56k modem. See our e-book– “The Website Health Check” to learn about running tests to check the speed of your web pages.

 

  • User-friendly layout & clear navigation
    Your website needs to be user-friendly. Everything needs to be as simple and as obvious as possible. Your website should provide your visitors with all the common things that you expect to find on most websites. When laying out the information and common components on a website the goal is not to be unique and quirky– this will just confuse your visitors.
     
    “But, what about personality? Surely we don’t want our website to be bland and just like every other website?”
     
    Convey your personality using your branding, photographs and content (words and text). Don’t try to “play around” with the structure and layout of the website unless you are prepared to sacrifice your conversion.
     
  • Professional website design
    Your website should look professional. It should look good. It should be pleasing to the eye.
     
    If it looks cheap then this will destroy trust immediately. Always use a graphic designer experienced in the design of websites to design your website. Don’t try and do it yourself and don’t get your cousins son to do it.
     
    Think about the physical world. First impressions are so important. It is exactly the same on the web. You want to convey a professional and trustworthy image.
     
    The web is littered with business websites that look shocking. Often these businesses have a great physical business with very strong branding yet for some reason they decided to “skimp” with their website. These sites are obviously produced by the owner, the cousin’s son or a cheap and nasty website company. And then you hear their complaints– “Oh our website is a complete waste of time– it doesn’t produce any results.” Would you feel comfortable giving your credit card details or confidential information to a website that looks cheap and nasty? Certainly not, we’re sure!

 

  • Testimonials
    Testimonials are great for establishing trust and credibility. The more the merrier! Keep your testimonials in their original form– don’t fix grammatical errors. Provide contact details for the people giving the testimonial. Often it is a great idea to feature a testimonial in the right-hand side of your home page. Whatever you do– NEVER fake a testimonial– you will destroy your credibility!

 

  • Case studies
    Case studies are an in-depth study of the success a customer had as an “experience” with your business. They will often go through the complete client experience with your organization, from start to finish. Case studies are awesome trust and credibility builders and are even more powerful than a testimonial. And they are especially suited to complex products and solutions.

 

  • Awards & certifications
    Has your business won an award or achieved some sort of certification? These elements can be fantastic for building trust and credibility. Try to choose awards or certifications that will mean something to your target customer.

 

  • Partners
    Associating yourself with a well-respected partner or affiliate is a great way of building something called “borrowed credibility”. You are effectively ‘tapping into’ the credibility of your partner. People will think– “If they are partnered with them then they must be credible”.
     
    Be careful though– the same can happen in reverse. If your partner has a bad reputation in your industry or region then it could by nature of association, provide you with negative credibility.

 

  • References or client list
    Providing a list of ‘clients that a visitor is welcome to call’ is a powerful trust-builder. Providing an open invitation to call one of your customers for a personal reference is a big plus, as your serious prospects can speak with your customer at length about their experiences with your organisation. And you’re not there to colour their view.

 

  • Guarantee
    A guarantee is one of the strongest trust and credibility building elements that you can possibly have. If at all possible, make your guarantee big, bold and even a little brash! Many organisations have reported that the stronger they made their guarantee the fewer claims they received against it. And the increased sales or enquiries resulting from a stronger guarantee (or the increase in conversion rate) far outweighed the one or two extra claims that they received.
     
    A strong guarantee shows that you have a 100% belief in your product(s) or service(s). And remember, worst case scenario– you can always tone it down, or remove it at a later date, if you wish.

 

  • Terms & conditions
    Many websites don’t display a ‘Terms & Conditions’ (T&C’s) or a ‘Terms of Trade’. Just by displaying a set of T&C’s you will increase your website’s credibility.
     
    This is vital if you are building an ecommerce website. Any professional and serious ecommerce website will display their T&C’s. Make sure your T&C’s are written in plain English and are as simple as possible.

 

  • Privacy policy
    Same things apply to ‘Privacy Policies’ as to ‘Terms & Conditions’. With the huge increase in SPAM and many other invasions of the individual’s privacy, a clear, ‘no ifs or buts’ privacy policy is mandatory for any website.

 

  • Security policy
    Security policies outline the security measures that are in place to ensure the security of all personal information stored by you. Your security policy should outline, in plain English, the ‘industry standard’ levels of security that are employed throughout your website.

 

  • Evidence of a physical presence
    This one is a biggie. Websites can be very impersonal so the more you can demonstrate that there is a real business with real people behind the website the better. Use photos of your business and staff. Your visitor will feel a whole lot more comfortable knowing that your business doesn’t have the potential to just vanish into cyberspace.

 

  • Website copy
    The number one thing that a visitor will do when they come to your website is read. Good website copy will, in the early stages, focus on building trust and credibility with them. If your website copy does not do this then read through the ‘Load’ module of the E-business Bible and rework your text to ensure it builds a high degree of trust and credibility with your targets.
     
  • Professionalism
    The ‘all round professionalism’ of your website will have a huge impact on the degree of comfort that your online visitor feels when dealing with you online. Look at your website from a holistic point of view– does it have a professional look and feel to it? Would you feel safe using it?

 
 

Sales Copy


Let’s say you have established a strong base of trust and excellent credibility on your website. And you have great product(s) or service(s) that you’re targeting directly at your target customers’ needs. Is there anything else that can affect your conversion rates?

You bet!

Don’t forget the six steps to visitor conversion:

  1. Do I trust you?
  2. Do I believe you?
  3. Do you understand my needs?
  4. What’s in it for me (WIIFM)?
  5. What do you want from me?
  6. Is it worth it?

 
We have only dealt with the first two steps. What about the final four steps?

Your sales copy will influence your conversion rate just about more than any other factor. The number one thing that every visitor does is read.

Good sales copy is absolutely vital.  It can really pay to have an objective and constructive review of your sales copy from an online professional.

Make sure you ‘study’ the articles on Loading your website. They provide a clear step-by-step guide to drafting great website sales copy. If you are not good at writing– definitely get some help from a professional. You’ll be amazed by what even a phone interview with a writer can do to help your sales copy shine.


In this article we have gone over the basic ‘influencing factors’ in a website’s conversion rate.

Conversion rates are a complex subject and depend on many different factors. Talk with your Zeald E-Business Consultant anytime for an in-depth analysis of your conversion rate.

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Persuasion
The Importance of Including 'About Us', Testimonials and Policies

About us


The ‘About us’ page of your website should be personlised as much as possible – include pictures of the team and your premises. A website can be a very impersonal medium – use any opportunity you get to put real persona into it. Write about the company, its vision, its Unique Selling Proposition (USP) and its management.

 

Testimonials


Testimonials should be preserved in their original, unaltered form. Correct any spelling mistakes, sure, but do not fix-up grammatical errors. Include as much information about the customer as possible – Name, Title, Company’s name, Company website address. Always try to include a photo of the person giving the testimonial, or the company’s premises (remember what we said about personalisation). 


Be careful if you include the email address of the person giving the testimonial. If you really want to include your customer’s email address, make sure the text is loaded as an image to prevent Internet ‘spambots’ from harvesting their email address and adding it to ‘spam’ databases.

 
Policies


There are a number of standard policies on a website – privacy policy, terms and conditions, and a security policy. Make sure these policies are written in plain English and are understandable by your target customer.

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Persuasion
The Importance of Having an Effective Home Page on Your Website

The home page is the most important page of a website. It is the one page that all your visitors will view. A poor home page can destroy any chance of achieving your website objectives within a few seconds. A good home page is the blueprint for every successful website. Your homepage should set-up the key elements necessary to close a sale, or generate an enquiry (depending on what your primary and secondary objectives are).


If your website is focused on a single product/service, then launch straight into your main sales copy on the home page. Whereas, if your website contains a number of products or services, then you need to write some copy for your home page that encourages your visitors to click into your products or services pages.


Before we get started on this let’s review once again the steps to visitor conversion.


The Six Steps to Visitor Conversion:

 

  1. Do I trust you?
  2. Do I believe you?
  3. Do you understand my needs?
  4. What’s in it for me?
  5. What do you want from me?
  6. Is it worth it?


Whenever you structure a home page for a website that has multiple products or services you need to be aware of the following key items…

 

Establish Your Trust & Credibility


Establish your trust and credibility using the highlight section of the screen (the right-hand column)– Review this if you don't know what it is.


Key items for establishing trust are:

 

  • Testimonials
  • References
  • Partners & Affiliates (borrowed credibility)
  • Guarantees
  • Awards
  • Case Studies
  • Evidence of a physical presence
  • Privacy and other legal policies
  • Professional design and error-free content (more credibility).


Pick one or two items and feature them in the right-hand column.

 

Have a Great Headline


Write a great headline that grabs the visitor and draws them into your site. On multiple products or services sites we have found that headlines that focus on the USP are best. Hit them right up-front with the biggest and best benefit that you have – your USP!


You may also want to include an opening hook to support your headline and to ensure that you have really ‘hooked’ the visitor into your site. The same principles for headlines and opening hooks apply here as with long sales copy.

 

Sharp Specials!


Use your home page to hit your visitors between the eyes with a sharp special. Include up-to two more really sharp specials, should that be appropriate. Remember, the first order is always the hardest, and ditto with the first item in the shopping cart. If you can get one of your really sharp specials into the shopping cart then chances are the same customer will buy a number of other products (especially if you have strong cross-sells and up-sells).


Don’t forget to write the copy for your products or services that are ‘on special’. This is one of the most overlooked ‘basics’ with a website that features multiple products or services. There will be more on this in the next two sections.

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Persuasion
Example Long Sales Copy

See the Preparation for this Long Sales Copy

[Element #1 - Headline Start]

STOP! Is Your Website Delivering Amazing RESULTS?

[Element #1 - Headline End]

 

[Element #2 - Opening Hook Start]

Many websites are a complete waste of time and money because they don’t deliver results! BUT if you have a good product or service, it is possible to produce a website that generates excellent results; a website that sells!

[Element #2 - Opening Hook End]

 

[Element #4 - Introduction Start]

Hello, my name is David Kelly, and I lead the team at Zeald. Websites are amazing things! Whenever I think about the characteristics of a website, and the potential that it can offer any business on the planet, I continue to be amazed.


In our first four years in business we strived to develop really good websites for our customers– websites that sell! And we had some fabulous success stories. But, unfortunately almost 70% of our customers were only achieving mediocre results. After many months of ‘head-scratching’, we decided that the only way to find out why this was happening was to become one of our customers ourselves.

 

[Element #3 - Header Start]

The Undercover Operation

[Element #3 - Header End]


So I approached a number of our newest customers and offered to manage every single aspect of their website. I offered to do absolutely everything – plan it, oversee the design and build of it, load it with the appropriate information, launch it on the Internet, and then manage every ongoing aspect of it.


It was one of the most interesting and fulfilling experiences of my life. Six months of hard work showed me, among other things, one undeniable fact:

In order to sell successfully using a website, you need far more than just a great website!


There are a number of other ‘key factors’ to consider…

[Element #4 - Introduction End]

 

[Element #5 - Overview Start]
[Element #3 - Header Start]

So what makes a Website successful?

[Element #3 - Header End]


From my experience with our customers, the following makes a website successful:

  • A great vision and clear website objectives
  • A clear website plan for achieving the objectives
  • A fast clean website that fits in with the brand
  • Compelling sales copy and supporting website content
  • Tools for tracking, measuring and improving the website’s performance
  • A steady stream of visitors to the website.


In our success stories, all of these ‘key factors’ were in place. Either, the business had the people internally who had the know-how to deliver these factors, or the business had paid-professionals to deliver them. But the problem was, most of our customers were small businesses with neither the know-how nor the funding to deliver all the missing keys to success!


One thing’s for sure, we were not about to change our company focus or approach, and start producing websites for bigger companies, just to get past this obstacle. But, we knew that we needed to change something if we wanted to see more of our clients succeed. If we wanted a higher rate of successful clients we needed to start offering the missing parts. We needed a program for website success …

 

[Element #3 - Header Start]

Websites that Work! ™

[Element #3 - Header End]


So we created “Websites that Work” (WTW), a program for ensuring website success! It’s the culmination of four years of experience and nine months of hard work! Four years of learning everything we could about the missing factors, and nine months of testing and measuring everything that we had learnt and dropping anything that wasn’t working. The WTW program is a complete system for achieving a website that delivers real business results.

 

[Element #3 - Header Start]

Program Outline

[Element #3 - Header End]


The WTW program is a unique seven-step process to achieving website success. But, before we have a look at the different steps within the process let me introduce you to the E-business Bible!


One of the most crucial parts of any program, are the materials provided as part of that program. As part of the WTW program you will be provided with a boxed E-business Bible. The E-business Bible is a set of modules that outline the key things that you need to do and understand in order to produce a successful website. The modules are – Plan, Design, Build, Train, Load, Go-Live, and Promote & Tune.


So, let’s take a look at the WTW program in detail.

 

[Element #3 - Header Start]

1.Plan

[Element #3 - Header End]

The first step in the WTW program is the ‘Plan’ step. The ‘Plan’ step is one of the most vital steps in the whole WTW process. It involves building a complete plan for your website with the help and advice from a trained Zeald Internet consultant. Your Internet consultant will provide you with advice and guidance to ensure that all critical issues are covered and the plan that is produced forms a solid foundation for your new website.


Areas covered include website vision, website objectives, unique sales proposition (USP), competition analysis, targeted results and calculated return on investment, the domain name, website usability, homepage design & layout, establishing trust and credibility, site map, internal page structure, delivery & payment processing, website promotion and traffic generation, and so on.

 

[Element #3 - Header Start]

2.Design

[Element #3 - Header End]

Now comes the time to produce a design for your website. Our design team will investigate all your current branding - logos, brochures, letterheads, packaging and store signage (if relevant), along with any comments you may have about how you would like your online branding to look. The design team will then design a complete look and feel for your website, using our internal website framework that fits perfectly into your brand and models it correctly in the ‘cyberspace’ world. These designs will be presented to you for approval before moving on to the next step.

 

 

[Element #3 - Header Start]

3.Build

[Element #3 - Header End]

The next step is to build your new website. The designs for the new website will be handed over to our development team and the new website will be built on top of a software application called the Zeald E-business Suite (ZES). ZES is a piece of software that helps you manage every single aspect of your website– the content, the orders/enquiries that your receive, your customers, the promotions and the ongoing day-to-day performance of your website.

Once the website has been built it will be extensively tested and then certified by our engineers for release.

 

[Element #3 - Header Start]

4.Train

[Element #3 - Header End]

Now you need to learn exactly how to use the ZES software to manage every aspect of your new website. But don’t worry – that is what this ‘Train’ step is for. In the ‘Train’ step you will be trained in every aspect of your website– how to load and manage content, how to receive and process orders or enquiries, how to collect customer information, how to merchandise and run promotions and how to measure and monitor your website performance on a monthly basis.

 

 

[Element #3 - Header Start]

5.Load

[Element #3 - Header End]

Content loading time! Now comes the time to load your website with content. This is one of the most important steps of the whole WTW process.

You will be introduced, as part of your training, to the different parts of your website that you will need to load. You will also be taught how to write sales content that sells! If you are too busy to write content or proof-read the content then don’t worry! We can put you in touch with expert content writers who can do it all for you, or hand-hold you through whatever stage you need assistance with.

 

[Element #3 - Header Start]

6.Go-Live

[Element #3 - Header End]

Now your website is ready to be launched live on the Internet! Let the excitement begin!

 

So there you have it – the six steps of the WTW program and that is where most website companies will stop! However, there is one last crucial step; an ongoing step that never ends!


One of the most crucial (and so-often missing) steps that I found when running my undercover operation as a Zeald customer, was the final step…

 

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7.Promote & Tune

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Your website is now live on the Internet! But how will anyone find it? How will anyone know that it is there? How can you attract targeted visitors, who are interested in your products and services, to your website? Enter the ‘Promote & Tune’ step!

The first part of the step ‘Promote’ is aimed at launching initiatives designed to attract targeted visitors to your website. Whether it is search engine optimization, advertising, email promotions, existing company promotion or some other form of website traffic generation– ‘Promote’ is one of the most crucial steps to your website’s success. ‘Promote’ implements the initiatives that were decided way back in the ‘Plan’ step of the process (remember how I told you the ‘Plan’ step was so important?).

The second part of the step is ‘Tune’. The ‘Tune’ step can be summed-up in three simple words – ‘Measure’, ‘Test’ and ‘Tweak’! The ‘Tune’ step is about ensuring that your website is converting as many website visitors into enquiries or sales as it possibly can.


The ‘Promote & Tune’ step is an ongoing step that never ends. Just as you would never stop promoting and working on your business, you should never stop promoting and tuning your website.

But, both website promotion and tuning can be tricky business and you need to know what you are doing.


At this point I think it is a good idea to talk a little bit more about the Zeald philosophy.


Most companies who specialise in website design, build their customers a website and send them on their merry way; wishing them all the best.

We do not believe in this approach!

Once your website has been launched the fun and games have only just begun. There is still work to be done! And it is not fair to run off and leave you to face the world alone with your new website!


In fact, most of our customers have told us that they just wish they had someone who knew what they were talking about, right by their side, that they could talk to whenever they needed some advice…

 

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The E-business Hotline

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The E-business Hotline is one of the most crucial and unique aspects to the WTW program– every month you have ongoing access to the E-business Hotline!

The E-business Hotline is your 9am – 5pm, Monday-Friday access to a Zeald Internet consultant for all those tricky website promotion and tuning concerns. You can work with your Internet consultant to ensure that you are getting enough visitors to your website and that those visitors are buying products or services, or making enquiries. And most importantly, you can work with your Internet consultant to ensure that you are receiving a return on the money and time that you have invested in your website!

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So What Does The ‘Websites that Work’ Program Deliver In A Nutshell?

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You get:

 

  • A reference manual containing all the know-how and ‘hot tips’ that you need in order to set-up and run an effective online selling machine
  • An Internet consultant to guide you through the critical issues essential to the success of your website
  • A website system that provides all the necessary components for you to successfully run and manage your website, such as:

    - the ability to manage your website content yourself

    - the ability to track and process all your orders or enquiries

    - the ability to capture relevant customer information

    - the ability to get clear and concise reports on the performance of your website.

 

  • Ongoing access to a website specialist who can advise you on all areas of your website’s performance
  • And most of all – a website that works!
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So how much do you think it would cost to purchase an excellent program for your website’s success? $10,000? $20,000? Maybe even $35,000?

Well the great news is this…


The “Websites that Work!”™ program costs only $4,997 + GST!!… plus an ongoing monthly fee of $97 + GST. Your ongoing fee is for the hosting of your website, five email addresses, and access to the E-business Hotline.

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Your Free Bonuses!!

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Register your interest in the “Websites that Work!” program today and I will throw-in two FREE e-books that will be emailed to you immediately (click here now to register!):

 

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  • Secrets of Website Success (Usually $29.95)

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The success of a website is usually measured by how many sales or enquiries are made through the website. What most people don’t know is that there are three key ‘success metrics’ that determine the success of every website. Learn what the three ‘success metrics’ are and how to improve each of these to establish a website that is on a fast-track path to success!

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The Website Health Check (Usually $29.95)

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Are you interested in learning how your current website measures-up? This report will show you how to check on the ‘health’ of your current website. It will show you how to answer questions like:

- How long does my website take to load on a 56K modem?

- Is my website registered in the search engines?

- Has my website been built so that search engines can read it?

- Does my website follow clear website usability guidelines?

- Does my website have clear primary and secondary objectives?

- Has my website got the required legal policies?

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FREE One-Hour Consultation at your place! COMPLETELY RISK-FREE!

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Register today for a FREE one-hour consultation with a Zeald Internet consultant (available in Auckland, New Zealand only; phone-based consultations available everywhere else). Discuss your business, its products and services, and their potential to be promoted and sold online using your website.

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Click here to register now for this FREE offer!

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Thank you for taking the time to learn about “Websites that Work!”

We look forward to being of further assistance! If you have any further questions please don’t hesitate to contact me, or one of my team, on +64 9 415 7575 or info@zeald.com.

 


All the best with your future endeavors!

David Kelly

CEO – Zeald

http://www.zeald.com

 

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P.S. If you got buried in the detail of the “Websites that Work!” program, and then jumped straight to the bottom of the page, click here to register your interest in the “Websites that Work” program and collect your two FREE e-books– “Secrets of Website Success” and “The Website Health Check”. Click here now!

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Persuasion
Example Preparation for Writing Long Sales Copy

Preparation – Target Customer

 

  1. 35 -65 years old
  2. Small or medium business owner, or manager (male or female).
  3. Usually work within the business, in operations or business development areas.
  4. Huge variance in annual incomes (between $30,000 and $200,000 p/a).
  5. Have very little recreation time (usually very busy, i.e., time-poor).
  6. Are very much results-focused!
  7. Generally have a “Type-A” personality.
  8. Are intrigued by the Internet, but are very likely to have been ‘burnt’ or ripped-off by a previous website company.
  9. Not convinced a website could/would generate significant extra business.
  10. Has a website that is producing no (or very few) results!
  11. Their approach/image has changed since they originally went online.
  12. Are budget-conscious.

 
 

Preparation - Benefits

 

  • Feature: E-Business Bible
  • Benefit: You will receive a reference manual with information that tells you what you need to know in order to set up and run a high performance website. You will be able to use this information to set-up a website that generates lots of new business.

 

  • Feature: Internet Consultant
  • Benefit: You will be provided with an Internet consultant who will take you through all the issues that are critical to your website’s success, and advise you on what to do. This will help you to produce a website that provides you with the best possible results.

 

  • Feature: E-business Hotline
  • Benefit: You will be able call an Internet consultant and ask them questions about your website and how to improve ‘key’ performance areas. You will be able to get ongoing advice from someone who knows what they are talking about!

 

  • Feature: Zeald E-business Suite (ZES)
  • Benefit: You will get a website system that provides all the necessary tools for you to successfully run and manage your website. 
    You will be able to manage the website content yourself; to track and process all your orders and/or enquiries; to capture relevant customer information; and to generate clear and concise reports on the performance of your website.

 

  • Feature: Clear & relevant reporting
  • Benefit: You will have access (at the click of a button) to clear and accurate reports, that highlight the key metrics that affect the performance of your website. This will help you to see how well your website is performing and work out any problem areas that need to be addressed.

 

  • Feature: Customised Form Generator
  • Benefit: You will be able to specify what information you want collected by your website. Your website will collect the specified information from your customer using a customised form. The information collected will help you make the follow-up process as efficient as possible, saving you time and money.

 

  • Feature: Customer Ordering
  • Benefit: Customers will be able to log-in to your website using their email address and password, and then view your entire catalogue, along with their own special pricing. This will reduce the amount of requests for pricing from your customer support staff.

 

  • Feature: Customer Account Management
  • Benefit: Your customers will be able to log-in to your website using their email address and a password and update their contact details, view order status, generate return material authorisation numbers (RMA), etc. This will reduce the amount of time spent by your customer support staff dealing with these issues.

 

  • Feature: Integrated Customer Database
  • Benefit: The website will capture all your customer details into a database, saving you from having to capture this information manually in an Excel spreadsheet, or some other database. It will also provide you with a valuable database that you can use to send-out further promotions and offers.

 

  • Feature: Content Management
  • Benefit: You will be able to update and change any of the content (text & pictures) within the website without any help from Zeald. This will save you time and money and will enable you to keep your website fresh and up-to-date, with minimal fuss.

 

  • Feature: Personalised Website Design
  • Benefit: Your website will be designed by a professional website designer and will incorporate all the required elements of your brand. This will keep your image consistent across everything that is seen in the marketplace– including shop, brochures, website, company car, etc.

 

  • Feature: Search Engine Friendliness
  • Benefit: Your website will be built so that it can be easily indexed by the search engines. This will enable the search engines to catalogue your website, increasing your chances of a higher ranking and increased website traffic.

 

  • Feature: Tracking of Marketing Spend
  • Benefit: You will be able to track what parts of your website promotion are producing results and how much those results are costing you. This will enable you to test and measure everything so that you are consistently improving return on your marketing dollar.

 
 

Preparation – Unique Selling Proposition

 

  • “Websites that Work!”
  • Websites that generate enquiries and/or sales
  • Websites that deliver a measurable return-on-investment.

 
 

Preparation – Customer Goals


Goal #1: Increase sales or enquiries for products or services.

Goal #2: Increase business efficiencies and customer service.

Goal #3: Increase brand recognition.


Strongest Goal: Increase sales and/or enquiries for products/services.

USP – “Websites that Work!” – this supports the strongest goal!


Strongest benefits

 

  • Feature: E-Business Bible
  • Benefit: You will receive a reference manual with information that tells you what you need to know in order to set-up a website. You will be able to use this information to set-up a website that generates lots of new business.

 

  • Feature: Internet Consultant
  • Benefit: You will be provided with an Internet consultant who will take you through all the issues that are critical to your website’s success, and advise you on what to do. This will help you to produce a website that provides you with the best possible results.

 

  • Feature: E-business Hotline
  • Benefit: You will be able to call an Internet consultant and ask them questions about your website and how to improve ‘key’ performance areas. You will be able to receive ongoing advice from someone who knows what they are talking about!

 

  • Feature: Zeald E-business Suite (ZES)
  • Benefit: You will get a website system that provides all the necessary tools for you to successfully run and manage your website.

 
You will be able to manage the website content yourself; to track and process all your orders and/or enquiries; to capture relevant customer information; and to generate clear and concise reports on the performance of your website.
 

Preparation – Primary & Secondary Objectives


Primary objective: Visitor to register for a free, one-hour Internet consultation.

Secondary objective: None at this stage


See the Final Result

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About Zeald

Zeald was formed in 2001 by three young guys from the small New Zealand town of Mangawhai Heads. Now, Zeald is the largest SME website design and digital transformation agency in New Zealand and has clients throughout both New Zealand and Australia. This is the Zeald story …

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0508 932 748
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1800 224 032

 

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