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SWOT Team: Extreme Makeovers Done Right

by Hank Stroll  |  
August 17, 2004

You've seen the programs on TV: homes get cleaned and spiffed up, women get Botoxed, men get coiffed and coutured. And on the Web, sites get redesigned.

Times change, technology evolves, and business needs mature. The Web site has to respond to all these forces. As any marketing project, a site redesign is a planning-intensive effort.

This doesn't mean, of course, that companies have to completely throw out the old. This week's challenge asks fellow marketers about Web site elements that work best (or not) for them.

Do news releases, case studies and testimonials bring results? How about your Service, Products, Contact Us or About pages? Have you found a call to action that generates leads? What are the elements that work or don't work for a business Web site? In your experience, what elements have sparked the greatest traffic?

If makeovers are the least of your problems, share your extreme challenge with 100,000 “MarketingProfs Today” readers who are standing by with the right tools, ready to work. You will receive a complimentary copy of our book, A Marketer's Guide to e-Newsletter Publishing.

This Week's Dilemma

Winning ideas needed for marketing site extreme makeover

We're going to redo our marketing Web site that targets marketing professionals. Obviously, it's important to consider our clients' needs when working on the requirements. However, I am sure all marketing companies share a few common elements as to what works and doesn't work on a marketing business Web site. We're avoiding the “brochure-style” Web site in favor of a more dynamic model. What have you found that gets the attention of your target audience and helps develop a two-way relationship?

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Hank Stroll ( is publisher at InternetVIZ, a custom publisher of 24 B2B e-newsletters reaching 490,000 business executives.

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