MarketingProfs Know-How Exchange : What do you like to see in a Marketing Website?

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Website Critique

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What Do You Like To See In A Marketing Website?
Posted By: Jett* on 6/30/2004 5:18 PM (CST)	4500 Points
Hello all, I have been racking my brain for months regarding the design and content of my new website. After following all the advice I give my clients regarding web design and function, I have found I keep coming up with better and better ideas, designs, features etc. Then it dawned on me...Why don't I ask my colleagues!?!?! After reviewing countless websites of other marketing consultants, I noticed that just about everyone summarizes their various specialties in a few paragraphs, then lead you to an email or contact form. I'd like to do something a little different and perhaps provide a more useful environment. What do you guys and gals think? Taking into consideration the various consultant websites you may have visited, what would you like to see that is not currently being utilized...(at least by most)? More extensive portfolios? Less bragging? More bragging? Downloadable/printable business forms? Articles? Tools? Promotions? Prices? I really have no desire to post a 4 page "brochure", I want it to be useful. The possibilities are endless...please help me!

Posted by: alexis*	Accepted Answer
6/30/2004 5:36 PM (CST)
Just so happens we are about to hire marketing consultants, thus have had a few fun weeks trawling web page after web page. A couple of things i liked/disliked from various web pages, and why: 1) Case studies: An option to click to see detailed (and i mean detailed) case studies including, testomonies from the client themselves, samples, photos and other related info. 2) Design: The first page is obviously key, please for the love of god make it simple......offer the chance to click on say three links maximum at the begining.........so many websites attempt to be too cool and have links popping out behind logos, photos and the like. Bright colours, but simple design. Keep it short.....essential. 3) A hotmail msn link with someone from the company, that way the client can get instant quotes, info or referrals without waiting for an email or a telefone call. IMPORTANT: for me at least, is that first contact be made by mail, then telephone. I felt pressured when i had just sent a mail and 3 seconds later the phone buzzed. Obviously for the consultant its important to chase leads, but first by mail with contact details and then after by phone. Hope this helps, alx

Posted by: DavidatHaley	Accepted Answer
6/30/2004 5:41 PM (CST)
Hi Blaine, Why is it always hardest to market for ourselves? Anyway, IMHO, a marketing consultant's website has position the consultant as an expert...ideally for a very specific niche. With regard to content, I'd suggest: free information and lots of it, most of it written by you. Also, I'd suggest including articles that have offers for follow-up articles. And of course, the ubiquitous e-newsletter. For an example, I'd invite you to check out what we just did with our website (www.haleymarketing.com). (FYI, we're about to redesign our homepage because while it's clever, I let the designers overrule our marketing common sense...you'll see what I mean when you get there). Any way, on our site, you'll find a concepts section that introduces the core philosophy behind our services, over 60 articles on various topics related to what we do (all written with our target industry in mind), case studies, and ROI proof. In our services section, we include detailed information and samples on all our products and services--our top page in this section also needs to be reworked. All with the intent of getting people from the services pages to the contact forms. We added on online community to attempt to make our website a location where people in our target industry can come to find answers to their sales and marketing challenges (so far this is a flop, but we're rearly in the game). In the about us section, we tried to highlight facts and have a little fun (go to the our team page to see what I mean). So to summarize a long ramble: people want free stuff, give it to them. Use what you give to position yourself as an expert for a specific target audience. Integrate offers on the site and in your e-marketing to drive response. Make it clear on every page of your site what people should do next. And of course, I'm preaching to the choir! For an excellent article on positioning a marketing services firm, visit http://www.recourses.com/welcome.html and register for the free whitepaper. I think you'll enjoy it. Hope this helps, David

Posted by: Den E V	Accepted Answer
6/30/2004 5:51 PM (CST)
"Useful" is interactive. Use your website as a relationship building tool with clients. I do not like using a website as the digital equivalent of a billboard. People need to come back for more - they need something to interact with. The need to repeatedly find value in your website. They should want to be there. I too have been collecting ideas - for the previous 3 - 6 months - in anticipation of a major website re-invention. Some of the areas that I would recommend include: 1) Create a networking function? Our site has created http://www2.acgi.com/networking.htm#Submit as a means to offer clients the opportunity to discuss their business issues with other like-minded individuals (whom also happen to be satisfied customers of my firm). 2) Provide an ROI calculator on your website? Consulting is a tough thing to quantify. Acknowledge this fact and provide an ROI calculator that your clients can turn to as an objective source of decision-making criteria. This legitimizes your ROI as something that isn't rigged to meet the expectations of each individual assignment. 3) Useful is also informative. Condition individuals to check out your website with some regularity. Is a white paper directory useful to your clients? If not, what is useful to your clients? Provide that on your site. 4) Online demos are cool too. Can you find a way to demo or otherwise script something that people would be interested in? In addition, the Internet can be used to provide links to your website in every e-mail you send out. Note that individuals with whom you are speaking will click those links and determine within moments if they will ever be back again. Compelling interactive content is king but even the most successful of websites aren't successul in a vacuum. Every chance you get to engage in some good old-fashoned self promotion and/or fostering word of mouth should be used to direct people to your website. Challenge them to tell you that it isn't "cool"! A.K.A. Make them check it out. "If they don't know it is there, they will not come."

Posted by: SRyan ;]	Member Response
6/30/2004 5:52 PM (CST)
Blaine, as long as it doesn't have the very crap that is so brilliantly lampooned at www.huhcorp.com.... ! =Þ Seriously, I'll give it some thought and post something for you later tonight. Don't you just LOVE having access to the generous brainiacs around here? I do, too! - Shelley

Posted by: Pepper Blue	Accepted Answer
6/30/2004 6:23 PM (CST)
Hi Blaine, I'm the last one that should be giving you advice on this, right? But, we've briefly talked about this before and aside from the newsletter signup you'll have, you are a "gotta have one" for an RSS feed and/or blog on your website. I mean can you imagine the audience that "Blainely Speaking" would develop? First thing in the morning, delivered to your subscribers feedreader/aggregator (just make life simple and install newsgator http://www.newsgator.com/ Contact me and I'll help you set it up, little orange RSS box and all! Tim

Posted by: Jett*	Author Response
6/30/2004 7:44 PM (CST)
alexis- Thank you very much for the suggestions. It's nice to get feedback from a client point of view! David - Excellent advice! and a pretty cool site.... I see what you mean about all that real estate being consumed byt the flash graphic, but I still think you site has a lot of informative and useful features. I'll definitely be back! (I subscibed to the white papers as well..another interesting site) Den E V- I have been trying to think of a way to create a networking function, but you know, I am so deeply set in the MarketingProfs family, I don't know if it is very probable or wise to try to create my own. Although, since I am a HUGE supporter of MP, I have been casually and occasionally brainstorming with Allen and Val in order to find a way for us to support each other. ROI calculators? Sounds great, but I'm not much of a software architect. Since the ROI function would need to be customized to my services (and branding), I assume a programmer will have to be brought on board. Great idea...if you know of any resources, please share them with me! Shelley - That website is money! Have you ever contacted them to see how they respond to inquiries? Anyway, I await your response... Tim- Yes, a newsletter and RSS feed are in my top 5 list of "must haves". I have a backend wiki program to help facilitate this function, but I still need your help. I would like to have a custom aggregator for people to download. Basically, everything that qualifies as a "tool" such as ROI calculators, aggregators, etc will be branded. I'll get in touch with you tonight or tomorrow to see what we need to do in this area. Thanks for all the great input! Keep it coming!

Posted by: mbarber	Accepted Answer
6/30/2004 8:40 PM (CST)
Gidday Blaine - only 4500 points on offer? I've got no chance of catching you if you are going to be so miserly with your allocation :-D All right you've said you want to do something really different. Do you? Really? Are you sure? Okay then here's what you could consider. You take the notion of Value Systems and you apply it to your website's front page design. So when they 'arrive' at your front page they see 'welcome to Jett Enterprises - Marketing Guru's of Distinction' (or whatever) and they are then asked to select from a couple of question/statements When looking for information on this web site I would prefer - A complete explanation of content Just the facts, no bells and whistles Make it fun, make it dance Give me a summary of the good stuff Examples of others how have used your services Any way you would like to present the material So maybe its a basic CGI script - they make a single selection and hit 'submit'. The selction then directs them to a web site designed to feed them information based on their preference. So say the pick selection 1, they'll be launched into a website that gives them truckloads of data, lots of alternative links within the site and really allows them to navigate their way around at random to what they think they need. Selection 2 - Controlled, sparse, business-like (some might say boring). No fluffy copy, few bells and whisltes, neat, structured, simple. Selection 3 - Open slather to any sort of creative presentation you want - flash, electronic whiteboard, music, the lot Selection 4 - Here's where you get to use that hyped up over the top business language you might hear at a Robbins seminar - short, punchy, self congratulatory with a quick quiz where they'd need to be a deadset nong to get the answers wrong but at the end of it a big flashing icon comes up saying something like - 'You're number one - top notch result' etc etc Selection 5 - steady, calming, soothing with case study testimonials of people that have enjoyed sharing the journey with you - multiple perspectives from a wide range of business types and people types. Selection 6 - whatever takes your fancy in terms of a clean, professional, typical design delivery. If you do this (is everyon else paying attention too?) :-) you will reach those whose Value Systems are driven by - Legitimate Structure Opportunity Passion Collectiveness Keeping Up with the Joneses Flexibility As such you will be targeting people not by what you are pushing to them but HOW they think. Your presentation merely matches their model of the world. The rest is up to your copy to ensure that what you say to them matches how you talk to them. In effect you will design 6 web sites with the same front page. Much of the information will be the same once you enter the site and how it will be presented will be decidedly different. Aaaanyway, just a thought :-)

Posted by: SRyan ;]	Accepted Answer
6/30/2004 9:16 PM (CST)
Blaine, I'm practically speechless. I've read thru everyone else's responses, and I don't think there's much I can add! I will say that I'm a fan of case studies and testimonials, and I think they can be especially powerful when they include quantifiable results. For example, did you help a client reach ten times the number of potential customers? Did they improve their closing rate from 3% to 15%? Did they double their revenue from existing customers? For your graphics talent, it would be cool to have a "Before & After" feature. Old logo vs. new logo. Drab powerpoint vs. fab flash presentation. That kind of thing! I accept PayPal for my $.02 consulting fee. Email me for deposit instructions. ;] -- Shelley p.s. Do you have an existing site that we can peer at?

Posted by: DavidatHaley	Accepted Answer
6/30/2004 9:31 PM (CST)
Hi again, Here's a good site to copy for design www.psychotactics.com. Sean D'Souza has it mastered when it comes to the psychology of web design. While his site won't amke anyone looking for a graphic designer very excited, it does wonders for someone looking for marketing advice. Sean is very deliberate about how be guides people through his site (you'll note that the sole intention of his home page is to get you to take a freebie so he can start a dialog), this use of "3's" (3 colors, breaking pages into 3 sections, etc.), providing clear calls to action, and L-O-N-G copy that's very readable because of his distinctive style. He told me he also gets great response from the fun staff section of his site. More random ideas to follow... David

Posted by: Deremiah *CPE	Accepted Answer
6/30/2004 10:06 PM (CST)
Blaine, you've got some great advice that's been given above. Now that the marketers have spoken I'll cast a vision for you to meditate on from an artistic stand point only because I do believe this is the age of the artist. So be creative not for creativity sake but because it works for you. Remember more than anything else what Shakespeare said, "To thine own self be true". This is what makes you extremely unique. From a purely inspirational level if you're really motivated to do something different... "Just Do It". You're a sharp guy with great answers for everyone else. Don't forget to reserve a little for yourself this time. And even though I don't know you personally I've read your answers and have total confidence in your ability. Like the Isley Brothers sung "It's your thang do what you want to do". If it works use it... if it doesn't lose it! Albert Einstein believed "imagination" is the ultimate so why not choose it! Is there anything else I can do for you? Deremiah, *CPE

Posted by: virago*	Accepted Answer
6/30/2004 10:20 PM (CST)
Yes, all great responses. I will soon develop a website also for a client (my first!) so this is great information for me also. Testimonials/Case studies - Definately a plus with the ROI if possible. Before/after, great - give them results. People want to learn - give them short articles which show your expertise and gives them the latest information on trends and ideas. Not sure about calling them 'White Papers'. I have downloaded white pages to be disappointed enough because they were a marketing ploy, not well written or not what I expected. I am sure you won't fall into this trap. Also packages might be a good way to go especially if the client does not have the money to spend. I know what to expect for my money in every detail and I know what it costs. Give it to me straight away - on the home page tell me first what you are all about. The mission and how it's going to benefit me. I checked out The Haley Group website and it is too design oriented but good information. Too long to load and the graphic is too large. Google's home page is 11kb and loads instantly (obviously you want it to be a better design than that) but you have to look at the size of the home page. Remember you have 30 seconds to gain interest for someone stumbling onto your website otherwise the person is lost. The language used keeps people reading. I checked out the Psychotactics and really liked the language. I subscribe to a number of newsletters because of the writing, no nonsense and not full of jargon.

Posted by: jcmedinave	Accepted Answer
6/30/2004 10:42 PM (CST)
Jett I don't think you will need so much advice, but These are my thoughts about your question: 1. Show your expertise: Your success problems/ needs you resolved (problem, environment, solutions or recommendations). 2. Give the opportunity to chat with you. 3. Have a special place where we can be updated about the last trends. 4. Develop a Search Tool, specialize in Marketing, Strategy, Business, sales. 5. Write and advertise your own articles, not only business topics but fashion or current topics, to divulge your thought and emotions. 6. Describe the people who work and help you, not only their expertise but their family an human life. 7. It is important that the customers talk about their experience with you, their testimonials. 8. Give free tools, new technology, templates. 9. The people who enter to your site should interact, play, give their opinion, concourse, test. 10. It is essential the permanent communication. Bye, Juan Carlos

Posted by: cal*	Accepted Answer
6/30/2004 11:21 PM (CST)
Blaine> Taking into consideration the various consultant websites you may have visited, what would you like to see that is not currently being utilized...(at least by most)? More extensive portfolios? Less bragging? More bragging? I find sites that appear to be simply telling it like it is to be more attractive than sites I believe are pushing the limits of what I think is more likely the real truth. (I do like Shelley's 'huh' site - at least the 1st page that I read. It suggests something 'intriguingly uncommon' to me.) I'm out of town tomorrow. If some further thoughts come to mind I'll pass them on when I get back. cal

Posted by: cal*	Member Response
7/1/2004 12:20 AM (CST)
Maybe this hogwash link will work better: http://www.marketingprofs.com/2/fischler3.asp

Posted by: Jett*	Author Response
7/1/2004 12:23 AM (CST)
mbarber- Sorry for being a miser with the points...I don't want to give you too much leverage...LOL! Regarding your idea, it is something I have considered, but never wrote down the possible options. I toyed with the idea of letting people choose : 1. Simple, fast loading, basic HTML 2. Kinda cool, Flash/CSS/XML mix 3. Full blown Flash baby!! But these focused more on design, as opposed to personalizing the experience. I like your idea...I like it alot. I think I am going to use it as "fuel" for my own fire. Thanks Marcus! Shelley- Testemonials and case studies seem to be a common denominator among the suggestions. It's interesting you brought up the before and after scenario. You see, I am very artistic and tend to create graphic rich environments. This is a problem from an SEO and functional point of view, but it is an advantage by allowing me to show my stuff. I see so many graphic art sites that are bland and just plain YUK! Now, graphics aren't my core focus but they are a vital element of my branding services. One Idea I have is to have the whole site originally appear in rough draft, B&W pencil. Then, either a mouseover or click will make the image, link, button, whatever come to life with rich, detailed graphical apps. This can be done in alomst any format, Flash would be easier, but not very user or search friendly, CSS/DHTML would take FOREVER to write, and just plain HTML with animated gif mouseovers might take as long to download as a Flash site. I haven't given up on the idea yet.. I also considered different themes: 70's, 80's, Sci-Fi, cartoon, and so on but there I go again...concentrating on graphics more than anything else. I'll dig up my old site and post it to a temp page tomorrow so you can see it. David- Yes, I have been to Sean's site many times. IT is very interesting and perhaps I can find a way to fuse the strong psychological formatting into my design. Great idea!! *Deremiah, CPE - Excellent quotes! I love quotes...especially Einstein. Actually, my previous site used an alternating quote code at the top of every page. I selected the quotes and wrote the code..didn't use a free download. Thank you for the inspiration and motivation! virago - Thank for reminding me some of the most important elements to consder with ANY design. I look forward to more ideas from your neck of the woods. Post em' if you got em'!! jcmedinave** - What can I say? EXACTLY the kind of functional ideas I have been looking for. Rest assured I will definately feed from your input. Great advice and thank you very much!! Despite all of the outstanding responses, I am still hungry....keep the ideas pumping!!! BTW- I plan on having all who answer be a part of my "site review commitee" to pick the site apart before launch (if you are willing to participate). Oh yeah, Shelley, I'll send your cash via Paypal in a bit!!

Posted by: Jett*	Author Response
7/1/2004 12:34 AM (CST)
Cal- Thanks for the link. Cool article. Have a safe trip!

Posted by: Michele	Accepted Answer
7/1/2004 3:12 AM (CST)
Hi Blaine I think my advice may run counter to the trend here. In one phrase KISS. 1. Do not create expectations you cannot deliver on, time and time again. If you post case studies and testimonials, then the expectation is that you will update these regularly. If you create a newsletter, you must make sure you can write it each month. 2. The primary purpose of the site is to get prospects to contact you, so that you can compete for their business. Quite frankly, a simple overview of what you do, some examples of your work, a biography, contact details, a loadable brief and an explanation of your working method should suffice. Less is more. The key here will be the structure of the site - the way you define and organise your services will make the difference between a good site and a great one. And from a design perspective - keep it clean, but make it sing!

Posted by: dcrouch*	Accepted Answer
7/1/2004 9:05 AM (CST)
Jett, Check out this article from Aboavista about their recent redesign / rethinking of their web site. I found it only yesterday and it might change your frame of reference for this project. www.aboavista.com/english/page.php?PageID=48&tracking=articledifferentiate Also, we all tend to think about the front-end of a web project, how is it going to look, and often don't put as much consideration into the back-end. The design of your site might change 2 or 3 times in the next ten years but how the site is built and functions should be a long term solution. Good Luck, Dave

Posted by: Jett*	Author Response
7/1/2004 11:11 AM (CST)
Michele - I know you too well...I knew you were going to say that! Just for the record...those of you who don't know....Michele and I are working together on a couple of projects. I designed a website for her to code and it has been a nightmare! Primarily because of the complex graphic arragement. Michele is very good at what she does, but she loathes my extensive designs! It all works out in the end. dcrouch - This article helped me focus on an concept I have been developing. Like DavidatHaley stated; "Why do marketers have such a hard time marketing ourselves?". My idea has been to market a specialized service/product under a different name, but identified as a Jett Enterprises production/company. Doing so allows me to step out of the "me,me,me" syndrome, and treat my website like a client. Very profound...Thanks a MILLION Dave!!

Posted by: kwinters*	Accepted Answer
7/1/2004 1:17 PM (CST)
Blaine, I would think that you would definitely want case studies (of our completed projects if you can do that), testimonials with specific references to your work and the benefit of your work, any articles you have written and/or had published (this builds on your professinal credibility to ones who know you not).....one thing that I don't like is when websites are too flashy or have too much information on the front page, make it clear, conscise, and well organized.....

Posted by: SRyan ;]	Member Response
7/1/2004 1:32 PM (CST)
Here's an idea for you AND for MarketingProfs (Allen and Val, listen up!). Could you use your KHE Expert ranking as a credential? I visualize a "seal of authority" somewhere in a sidebar on your website, which links to the Know-How Exchange main page. It's their brand, and it says "Community Expert" or "Top 10 Expert" or "Marketing Big Dog" or something sanctioned by the powers of MP. (Maybe this is a topic to move offline to the Insiders, too.) - Shelley

Posted by: ConversionChronicles*	Member Response
7/1/2004 3:13 PM (CST)
Jett, Dave and anyone else interested. I noticed someone had visited our website from a strange reference URL and intrigued am delighted to find you have been reading articles from one of the sites I don't even advertise. This whole thread has been interesting but that article you found on differentiation via Aboavista's website is actually a re-print from a Conversion Chronicles article. There are a whole lot more at http://www.conversionchronicles.com from a number of different writers and all related to how to improve your websites bottom line. Ok blatant plug over.... First thing you need to do differentiate yourself from the rest of the competition. "After reviewing countless websites of other marketing consultants," This is good, there is no substitute for good research. It's surprising what you forget if you don't have it on paper. Once you have added all your own ideas come up with a design brief. This may sound contradictory based on what I have just said, but good design briefs can spark ideas you haven't thought of before and give you a direction you haven't thought of before. There is an excellent book on the subject, very cheap called "A technique for producing ideas" written in 1939 Author(s): James Young ISBN: 0071410945. It's very short but tremendous if followed. 2nd thing, what's the purpose of your website? If you're a marketing consultant it should be about lead generation. You aren't going to sell consultancy online very quickly, you need to develop a trust base first, so articles, newsletters, e-books, information and resources that are useful to your target audience if they have opted in and given you permission. That after all is your business objective, so yes give them what they want, but concentrate on only the ones who are interested enough to give you a few seconds of their time typing out their email address. Third thing, measure and test everything. Headlines, graphics, links, layout, usability the lot, test it all continuously. Get a good measurement system, one which gives accurate numbers of visitors and repeat visitors as well as record conversion. We sell one such system, but I'm not about to plug ourselves twice in one session ;o) I hope this helps. SJ

Posted by: Jett*	Author Response
7/1/2004 4:22 PM (CST)
kwinters - Thanks for your input! Once again, case studies and clean home page take the lead. Shelley - You know, We worked on this several months ago and I designed a few rough draft graphics for MP, but they were never used. I guess they are waiting on the affiliate program or something. So far, after several requests, MP has not provided any graphics or permission to plug their site other than the RSS/Java feeds. Maybe something will happen soon. ConversionChronicles- Yep! That was me! I found your article to be very enlightening. Sounds like you guys were in a similar boat; you specialized in conversion but could not get conversion for your own site! I have managed to built a healthy business without a website, so it is not necessarily something I am depending on to put food on the table. Rather, it is a necessary element of the mix. It's funny how clients seem to use the presence of a website as some sort of comfort factor. As if having a website means you have been screened and approved legit. Not that anyone has doubted me, but everyone asks. I send them here! LOL!

Posted by: SteveByrneBranding	Accepted Answer
7/1/2004 6:55 PM (CST)
Hi Blaine, WOW, what a great response from the KHE’rs. I printed this post so I could read it at lunch – 14 pages!!! Hard to come up with anything not covered above, but I’ll add a few thoughts: - free info, yes. maybe interactive tools (verses just roi calculators) examples include a”brand check-up” or a “marketing budget decision maker”. Tools that product non-number results to stimulate thinking - case studies, demo of work, a reference system? - newspaper stuff -- crossword, trivia, graphic puzzles etc. - Instead of traditional newsletter, maybe an in-depth single topic writing, then offer reader feedback Mostly restated what’s been said. Can’t wait to see the site - Steve

Posted by: mbarber	Accepted Answer
7/1/2004 10:54 PM (CST)
Hey Shelley a great idea. Didn't know that Blaine had touched on it and perhaps too soon for the site at the time? Timing is everything. I've actually used my Marketing Prof ranking in a meeting when I was challenged by a 'marketing expert' about what the hell I would know about marketing strategy. I gave him the site id, and said - go and have a look yourself at the answers to questions I've provide and then YOU TRY and get your answers as readily accepted and used as I have. Then you can question my knowledge about marketing and strategy. Shut him up big time. :-) Aaaanyway I'm touching on a different line, apologies - back to the question. As Michele has pointed out, simple is useful. One caveat from a Value Systems perspective - simple for whom? Each Value System holds its own determinants for what is or isn't an acceptable method of engagement. So the choice component takes a simple up front dialogue (that incidently draws the viewer straight into the site) and then gives them the information based on how they expect to see it and how they prefer to see it. The back end processes (also mentioned for consideration) then become the change state indicators for how the site views to a particular choice. Now the rest of the good things you do are designed to fit the Value System model. So for some, just a quote from a client testimonial will be sufficient, for others they'll want to see the whole letter. For some, being able to ask questions will be crucial, for others, just a list of FAQs will be fine. For some a 'big bragging claim' will hit the money, for others an understated listing will suit. This process forces you to meet the needs of your prospective client base from their model of the world, not just the one you want to present. Some very powerful stuff.

Posted by: cal*	Accepted Answer
7/1/2004 11:02 PM (CST)
Jett> Cal- Thanks for the link. Cool article. Have a safe trip! cal> Thanks, Jett. It turned out to be short, but interesting. A couple thoughts that came to mind: 1. I would look to what it is you can do on your site to stimulate interest in a potential client contacting you for services, not necessarily focus too much on educating them about marketing specifics - only those things that would 'wet their appetite' enough so they would want some kind of consulting/seminar work from you/your company. Finding/creating an interesting overall concept to link your company to, and then creating/designing interesting subconcepts to help sell specific services, is one way to create a business generating website. Example: An overall concept like 'new street smart strategies' could be something to consider making Jett Ent. synonymous with - so your opening page (and all the other pages?) could include something like 'Jett Enterprises \| We're about new street smart strategies for more effective competitive marketing'. For service subconcepts, you could create/design ones like 'Mayhem Marketing(tm?), from Jett Enterprises - How to (better) disrupt competitors positions in a product or service category, and how to take advantage of it.' Creating your own concept(s) to ride should get you further than riding other people's concepts. cal

Posted by: cal*	Member Response
7/2/2004 9:38 AM (CST)
Blaine, One thing further I was going to mention was I'd be willing to generate some new concept possibilities with you if you would like. Send me an email if you're interested. btw- "wet" in my last post should have been "whet". Don't want you thinking I'm illiterate or something. :) cal

Posted by: LJW*	Member Response
7/2/2004 10:42 AM (CST)
Jett, I read through all the above rather quickly but my initial thought at the end was WHY? Why do you want a website? Who are you trying to communicate with? A website is just another communication medium. You are the message sender; who is the desired receiver? What do you want them to do? People use the web to find facts. How do you marry the message that you want to send with what they are looking for? Going back to your original post, you say that you don't want just a 4-page brochure: You want it to be useful. How are people going to find your website? via a search engine? You need a search-engine-friendly, wordy website if you answered yes. You also wrote "I have found I keep coming up with better and better ideas, designs, features etc. " Here I think that you have a conflict: words vs graphics, content vs design. So, why not have 2 websites? Website 1 is wordy, content-rich, search-engine friendly, minimal graphics, with the purpose of obtaining email addresses. Those who respond are given the key- the URL - to website 2. Website 2 does not need to be search-engine friendly. It will be full of graphics, Flash and a showcase for your design talents. You can indulge yourself. I love the idea of the multiple routes posted above. Websites should be personalised to their owners. I think you will find the process easier if you separate the wordy bit from the design-bit. Discipline yourself to wriiting words to grab attention in website 1; indulge your artistic talents in website 2. Now to get back to the beginning: why do you want a website? who are you trying to communicate with? Good luck, Linda

Posted by: The Consultant ™*	Member Response
7/2/2004 11:16 AM (CST)
Hi Jett, Its obvious that I am a little late in the game here. I do not have any suggesstions other than the ones which have already been posted. But I agree with Michele when she says that keep it simple. Here is a link to a website which I think is a great way of putting across your idea to your consumer. www.salesleadexperts.com Other than a few unnecessary portions, this site is very informative and impressive, atleast for me. The articles are great and Macintosh has also put in some very good downlodable tools (like the ROI calculators mentioned above) (in case you need more calculators, then the best site to get them is www.jaxworks.com) Do check it out, i am sure its worth a look. Have a nice day.

Posted by: Jett*	Author Response
7/2/2004 12:51 PM (CST)
Cal- I will take you up on your offer as soon as I get to a starting point. Thank You! LJW- let's go back to the beginning, You originally stated, "I read through all the above rather quickly but my initial thought at the end was WHY?". Please go back and read in detail, then let me know if you change your mind. Thanks. The Consultant - Thanks for the links, I'm surprised I didn't get another one of your plagerized article postings! It's nice to see you writing your own posts now!

Posted by: Jett*	Author Response
7/2/2004 7:36 PM (CST)
Thanks everybody! I will call upon those who offered to help and let everyone know when it's time to preview! Outstanding responses!

Posted by: LJW*	Member Response
7/2/2004 7:57 PM (CST)
Jett, I have gone carefully over the 6000+ words above. I'm not changing my mind about asking why you want a website. You don't state in your opening post who the website is for. Members made assumptions:Michele stated it as "The primary purpose of this site is to get prospects to contact you" But ConversionChronicles asked "What's the purpose of your website?" You replied with "I have managed to build a healthy business without a website". Now that's what I remembered at the end which prompted me to ask why do you want a website? Sounds like you're doing just fine without one. I must confess here to having missed the full impact of the follow-up words of your answer. You stated "It's funny how clients seem to use the presence of a website as some sort of comfort factor. As if having a website means you have been screened and approved legit. " So, is this website for people who you have already met/spoken to and is it's purpose to improve your credibility rating? Is it a supplement to your existing process of converting a prospect into a client? What's the primary purpose of this website? Most members have assumed that it's lead generation but it seems to me that it's part of your lead conversion process. Creating a website aimed at strangers (prospects) requires a totally different approach to creating a website for people known to you & who can be given the web address. You could even consider having two sites - an idea proposed by Seth Godin in Permission Marketing - one for prospects, one for clients. Therefore, I stand by my question "why you want a website?" Who is it aimed at? What is it's purpose? Focus on where it will fit in your business processes. Linda

Posted by: Jett*	Author Response
7/2/2004 9:07 PM (CST)
LJW Why do I want a website? Well, you answered it for me. I want one to give my clients and propective clients a way to know more about me, the business, how to contact me, download/print forms, needs analysis, price lists, etc. In addition, I would like to have a website in order to add to the mix...somewhere for "people who don't know me" to find when looking for a particular service. Everyone, including my clients, seem to suggest multiple websites...one for each purpose. I was hoping to have one that covers all the bases but it may be too broad. At any rate, thank you for responding and making me state why I want a website. I'll ask Val to send you some points. Thanks again!

Posted by: LJW*	Member Response
7/3/2004 3:12 AM (CST)
Jett, I think the reason that so many websites fail is a lack of clarity of purpose. People come to the web for information and they don't want to sift through multiple messages on a single website to find the one relevant to them. I'll be happy to accept any points you wish to send me but.... I didn't actually answer your question "What Do You Like To See In a Marketing Website?" Only two Marketing websites have extracted my email address from me to send me their newsletters: MarketingProfs.com and ReachCC.com. So what did I like about them? Both have a very clean design; both appreciate that I've come for the content not the wrapping. I like this site because there are articles by people whose books sit on my bookshelves, the articles are not too long, there's a regular supply, they are more up-to-date & relevant than any book might be, and there's this excellent forum. Personally I loathe forums - except for this one because it is so simple and straightforward to use. The reachcc.com site had an article that really clicked for me describing a process that I'd basically done by myself - no other personal branding writer had defined it. Consequently I wanted to "listen" to whatever else William Arruda had to say. Hope that helps answer your question. Linda

Posted by: Jett*	Author Response
7/3/2004 10:19 AM (CST)
Yeah ,William Arruda is awesome! I subscribe to his newsletter as well. Thanks again!

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