The purpose of a web page
It is important to analyze the main motivations we have to create a website and especially the strategies that we must carry out to make them profitable.
When starting a web page, in addition to the approaches we have already discussed about knowing the niche we are targeting, we must be very clear about the strategy that we are going to follow and the “why” and “for what” we want to have that web.
This subject is singularly attractive to me, since everything related to setting goals and objectives, as well as action plans to achieve them, has been during a stage of my life daily tasks and it motivates me especially.
The objectives that we can have when starting our web page can be several, depending on the strategy that we want to propose. In 99% of the cases we would love it to be a means to make money, but unfortunately we do not know how to do it and we use it exclusively as a mere showcase that covers the answer to the increasingly common question, do you have a website?
The main objectives
The main objectives that a web page can have and I guarantee that all of them are achievable, are:
- Earn money. Do business. Attract customers to our offline business. Have company emails that are not free.
For any of them, with the exception of the fourth, you have to comply with the basic rules of business, and that begins by providing customer service, either by giving away information in the open, that is, to anyone who visits our website; through voluntary subscription newsletters; in gift e-books, etc., and show the visitor to our website that we know the product and the market in which we work, and that our advice and our offers are effective.
The first thing we must do in the three previous cases is to have something to sell, be it products, services, alliances, or whatever else the client or visitor needs.
And not only must we have it, but it must be of sufficient quality so that the client receives something higher than what he expects for the price he has paid, since in this way we will achieve a satisfied client who will be prepared to be able to propose new purchases.
And how do you get that? Well, very easily, focusing on it. The premise is to provide service above all else, even above money, since if we achieve that satisfaction, the money will arrive alone, almost without realizing it.
On the internet, in its beginnings, an idea was established that has done a lot of damage to businesses, and it is all free, and there are many visitors who expect that and only that, but… there are others who browse looking for quality, efficiency, solutions to their problems and are willing to pay to get it.
That is why I insist that we must know what the objective of our website is because the strategy will be different in each case. Let's assume that the purpose is to make money, as is the case with 90% of the people who start businesses online.
The main strategies
Let's imagine that we have defined the target we are addressing and that we know the main needs of that group. At this point we can propose two main routes that take different directions:
1. On the one hand, we can focus on selling a product and nothing else, so our main strategy should be to develop a good sales letter and have a high-quality product. When I say product, I do not limit myself to physical products, but I include info-products, that is, products whose value is the information they include, such as e-books, for example, email courses, or also services of any kind: professional advice, membership of a offline club, subscription to a regular information service, etc.
For this type of website, the sales letter is essential, and not just anyone can write it, it must be done by a professional, someone who has experience in preparing them and knows all the phases that it must take: presentation, credibility, etc. Does it surprise you that this is so important?
We prepare sales letters for our internet clients that we include in the price of their website construction strategy, since we cannot conceive the web without them, and therefore we must be very clear about what type of arguments works best.
For this we experiment with ourselves, and we do many tests on our different websites to sharpen the saw and discard phrases that do not work and use those that are really effective. Simply changing a phrase in the sales letter can produce a 500% increase in results. And these are real data.
2. The second approach that I propose as a way to achieve success on our website is to create a community around our product or service. This will require a greater effort, and a medium-term approach, since in addition to needing visitors, as in the previous example, now we will need to retain them, create a series of links that link them to our page, and make them feel identified with the approaches, with the contents, with the slogans, etc.
In this case, the two main weapons that we have and that are not only useful without effective, are on the one hand the creation of a newsletter that periodically communicate with them, and on the other hand, offer free quality content that the community values.
In this way we will create a feeling of belonging, a bond that binds them to us at the same time that we gain the necessary credibility and sufficient trust to be able to start offering them products for sale, and there we can talk about many forms of products, although We will talk about that another day as it is a topic to explain in more detail.
I know there is much more to raise on this topic, but we cannot explain everything in one bulletin, because it would be frighteningly long, so we will be analyzing more points in the coming months.
Greetings and many successes to all, but above all, please, dream big, do not settle for less.
