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Title: Developing Your Winning Web Site Strategy

Author: Matt Hockin

Article:
Your web site is the key to your success on the Internet. You
can use your web site to build your brand, increase sales,
generate more leads, slash costs, and much more. In fact, you
probably have very specific goals that your web site is helping
you to achieve for your company.

If you do have goals, are you measuring them? We often ask
people, "what are the objectives of your site?" Answers usually
vary from "our site is supposed to provide information about our
company's products", or "the site is supposed to effectively
convey our brand to our audience."

In actuality, those are very rarely the TRUE objectives; but
rather the MEANS to accomplish one's objectives. A web site's
objectives will in most cases be to drive sales and revenues or
generate qualified leads.

The first step to building a winning strategy on the Internet is
to identify your exact goals and set your web site's objectives
to achieve those goals. Here are two examples…

Web Site Goal: Lead Generation If the main goal of your web site
to generate more leads for your company, your web site's
objectives should be geared around two things…

1) increasing the quantity of your leads

2) increasing the quality of your leads

By focusing on these web site objectives you can identify what
your web site needs to do to accomplish them. For example, if
you want to increase the quantity and quality of your leads, you
can identify that your web site should be re-designed to…

a) Attract more qualified visitors from the search engines

b) Display the benefits of your product or service

c) Educate your visitors and prospects on how to make a smart
buying decision

d) Overcome the objections your visitors may have about your
product

e) Persuade them to take action and become a lead for your sales
team

Web Site Goal: Drive Sales & Revenues If the main goal of your
e-commerce web site is designed to generate sales for your
company, your web site's objectives should be geared around two
things…

1. Get more visitors to shop for and buy your products

2. Get visitors to buy larger orders

3. Get visitors to return and buy more often

As you can see from these two examples, setting specific goals
and objectives for your web site will allow you to set your plan
for improving your results. Now that you have your goals and
objectives, you're ready for the next step which is increasing
your web site's conversion rate.

About the author:
Matt Hockin is president of Interactive Marketing, Inc., a
leading provider of web site optimization and search engine
marketing services for increasing web site conversion rates,
traffic, and profitability. Click here to download your free
copy of the guide to web site optimization
www.InteractiveMarketingInc.com

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