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The number one thing your website must do is have a goal.
It doesn't matter how well-designed your website is.
It doesn't matter how easy it is to navigate.
It doesn't matter how attractive it is.
If your website doesn't get your visitors to take a predetermined course of action, it's a liability.
Want to know the definition of the word liability?
Liability: "Something that works to one's disadvantage."
Unfortunately, there are far, far too many websites on the Internet like that.
To be successful, your website must have a purpose, a goal.
And your copy must be persuasive enough to achieve that goal, whatever it may be.
If the goal of your website is to collect your visitor’s names for your newsletter or future follow-up, then your copy should clearly emphasize that, and give your visitors a compelling reason to leave behind their name and e-mail address.
Here's a perfect example of what I'm talking about:
Dr. Ralph F. Wilson is widely recognized as one of the top international authorities in the field of Internet marketing. Business Week called his popular WilsonWeb.com website: "bar none the best e-commerce resource out there."
Wilsonweb.com has literally a whole treasure trove of Internet marketing resources. But the number one goal of the website is to get you to subscribe to their "Web Marketing Today" free weekly newsletter.
And with nearly 100,000 subscribers, it's obvious the website is doing its job expertly.
Right from the opening headline, the newsletter is mentioned.
In the beginning of the copy, the newsletter is mentioned.
In the middle of the copy, the newsletter is mentioned.
And at the end of the copy, the newsletter is mentioned.
The website never forgets what its ultimate goal is -- to get you to subscribe to the Web Marketing Today newsletter.
But you're not asked to subscribe in the usual ho-hum manner. You are asked to subscribe in a persuasive, compelling manner.
Here's how Dr. Wilson asks you to subscribe to his newsletter:
"Subscribe to our free e-mail newsletter -- Web Marketing Today® (nearly 100,000 subscribers worldwide). Just to encourage you to take this step, I'm including three free e-books that you can download and read: Making & Marketing E-Books, Web Marketing Basics, and Demystifying Viral Marketing, each worth $12 -- just for subscribing. No catch. We respect your privacy and never sell or rent our subscriber lists. Subscribing will not result in more spam! I guarantee it!
Did you catch that last line? "Subscribing will not result in more spam! I guarantee it!"
Dr. Wilson puts his visitor’s minds at ease, and alleviates their hesitancy to leave behind their name and e-mail address by loading up on the freebies, and by taking the negative connotation of the word "spam" and turning it into a humorous positive.
In closing, give your website a goal; present it in a persuasive, compelling fashion, and watch the magic begin!
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