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Composition of a Highly Transforming Site

Target Audience

The particular foundation of effective web marketing is the ‘who. ’ Determining your focus on audience, their needs, wants, degree of knowledge, goals, and so forth is critical to creating a web site that will be effective at either lead generation or e-commerce.


Moving directly from who you want to target, is the question of what you want to say to them. Your core message delivers your value proposition in a definite and compelling way. Your core message is not really a mission statement, or an professional summary of your strategic plan. check my blog Your core information is essentially a listing of the reasons that people do business with you : written from their point of view.

Site Structure

Many websites are little more than on-line brochures. Visitors are free to click between this page and that, reading a little here and slightly there. Typically the result is that a site visitor develops very little emotional attachment, and the ‘back button’ is increasingly enticing. Sales people intuitively understand that their message must be delivered in the right sequence – A, B, Chemical, then D, which results in E. A website that is carefully structured can accomplish this same effect, building understanding and buy-in, step by step. In the end of that ‘presentation’ the customer takes the next step willingly.

Calls to Action

Asking a web site visitor to take the next step is the ‘call to action’. This is the “contact us”, “join our mailing list”, or “sign up today” option, which informs the site visitor of the correct next step. Most people are grateful to be led through the process of evaluating a product or service, so if you tell them that the next step is to sign up for a 30-day trial, many of them will.

Lead Capture

Actually capturing contact (and qualification) information from leads is relatively easy with today’s technology. Some simple web scripts and an effective ‘off the shelf’ business database are all that are expected. Many companies arranged up automated responses, conserving time and energy, and making certain their sales people spend personal time with only the most qualified leads.

Good Graphic Design

Unfortunately, many companies spend 90% of the web budget on graphic design, and only 10% on ‘the other stuff’. Graphic design acts two purposes: 1) to ascertain credibility, and 2) to entice visitors to read your text. Credibility is established every time a company uses effective studio and ‘looks big’. On-line it’s hard to tell, but weak graphic design leads people to believe your company is small. Once credibility is established, visitors will spend some time evaluating your unique message.

Site Promotion

As soon as your site has recently been optimized to maximize conversion rates, using the strategies listed above, site promotion activities should be used to drive increased traffic onto your site. Site promotion varies from listing your website on your business credit cards, through expensive and time consuming Search Engine Optimization strategies to increase your ranking on websites like Google. The area of site promotion can be a minefield to those new to internet marketing.

Possibly the 3 most affordable strategies to investigate are:

• Email Marketing
• Search engine Marketing
• Search Engine Optimisation

About the Author

Crabtree Gallegos Target Audience

The particular foundation of effective web marketing is the ‘who. ’ Determining your focus on audience, their needs, wants, degree of knowledge, goals, and so forth is critica


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