In fact, the first question you should ask
yourself about your own Website is, "What does it really do for people?"
The second question is "Who is your
audience?" You see, websites are really a lot like a business plan! If
you are trying to attract prospective clients, then each individual page
on your site should offer something of value to your audience. The
number one way that Philippa adds value to her audience is through her
articles. The best way to keep getting top listings with the most
popular search engines such as Google, Yahoo! or MSN, is to constantly
change or add content. Her articles add value to her audience and are
her number one search engine strategy. Maybe this is why she doesn't
cold-call. Her customers tell her that they have seen her name in
multiple locations before they call her directly.
She said that we should think about the
emotional connection that our website makes. How does your website
represent you when you are not there? Unfortunately most websites are
not a true reflection of what we do and who we are. The reality is that
our websites need to become an expertise center. We need to show a clear
benefit such as how our programs will increase the creativity and
balance of a prospective customer. Every page should have a strategy, a
way to increase our database and provide a call to action.
Philippa also believes that each web
site should have a dynamite testimonial across the front of the
homepage, because testimonials are the least-viewed section on every
website! She recommends that we pull out our testimonials and sprinkle
them throughout our site. And when we think of testimonials, we should
be thinking about the substantive ways that we have helped our
customers. If we attempt to be clear and specific about our program
benefits, why not be clear and specific about their outcomes from real
customers. She recommends that we have specific testimonials for
specific programs. Talk about maximizing our congruency!
In order to get started, Philippa wants
to know what we have done today to improve our website. Two days after
her seminar, I added a question and answer section and submitted my site
to a dozen search engines. My next step is to write another article.
What are you going to do today to improve your web site, your business
and even yourself? She encourages you to contact her about the changes
you have made.
For more information on how to improve
your website further, Philippa recommends that you download her tip
sheet, "Twenty-Three Proven Tips and Ideas for On-Line Marketing" at
http://www.cyberspeaker.com/tipsheet.html. Philippa can be contacted
directly at her office in Santa Cruz, California at 831-465-0317 or
firstname.lastname@example.org. If she doesn't get back to you immediately, it
is due to her ongoing quest to find the best deli sandwich outside of
New York City.
(c) 2004, Mark Sincevich. All rights in
all media reserved.