#1 Reason Why Most Websites Are A Waste Of
Time and Money

Bet you never thought you’d hear a website writer say that! Alas,
it is the sad truth.

Why is this the case? Because too many business owners and
marketers fail to uncover which of the four web-surfing personalities best
describe their audience.

What do I mean by that? Well, let’s start at the beginning. Every
commercial website owner wants the same thing:

1. More traffic
2. More action
3. More customers
4. More sales
5. Just plain MORE!

Most companies, however, fail to get past this fuzzy wuzzy wish list. Instead of creating a clear picture of who their website visitors really are, they take a shotgun approach to their web marketing and say, “I want everyone, everywhere, at all times.”

Sorry. It just doesn’t work like that.

The most effective websites… the most profitable websites… are those created with a definitive direction and clear picture of what their audience REALLY looks like. Not what you WISH they looked like, but what they REALLY look like.

The question is which of the four personalities listed below describes your customers?

1. Directed-Purchase Visitors. These are people ready to purchase right now. Note: Banners, “Order Now” and “Special of the Month” displays work well for these consumers.
   
   
2. Search-and-Deliberate Visitors. These prospects want or need your service and will make this purchase in the near future. Note: Including plenty of benefits for choosing you as well as facts and specs will serve you well with this client.
   
   
3. Window-Shopping Visitors. These individuals are shopping for pleasure or recreation and have neither a need nor desire (yet) for your product or service. Note: Photos, quizzes, games, contests and other incentives work well to entice them.
   
   
4. Information-Hungry Visitors. These people are browsing your site and the Internet to gain more knowledge about the marketplace appropriate to your product or service. Note: Include how-to and educational resources in your site for these visitors.

Now perhaps you’re thinking, “Well my customers are a little bit of this and a little bit of that…”

The reality is you’re probably generalizing too much. However, there are special circumstances where a multi-pronged approach is effective…just don’t automatically assume that describes you.

Committed to your marketing success,
Lina Penalosa
August 30, 2005