80% of your Web site is Maintenance!
Once your Web site is up, you must maintain it. Maintenance
means changes, and each time you make a change, you may make a
mistake. I'm really grateful when people point out my Web
glitches, and I can be more proactive by checking my site each
If your visitors get a link that doesn't work, see incomplete
instructions, or read your dull instead of passionate copy, they
will leave your site immediately, and not bookmark it.
Before you invite folks to see your masterpiece you need to
check and correct all parts of your site, and especially the
TEST YOUR HEADLINES. You have four seconds to get your visitor's
attention. Test your title or opening sentence of copy. This one
item alone can make a huge difference in the responses you
Instead of the wasted words "welcome," put a benefit with a link
to either a benefit story or sales letter about your product or
the product itself.
When potential clients clicked "Quadruple your Web Sales in Just
Four Months" link, they were led to my sales letter for my book
"Ten Non-techie Ways to Market Your Book Online." My Web sales
increased ten times in four months from my first home page that
had no benefit driven headline.
People learned about my eBooks and Teleclasses on Write Your
eBook or Other Short Book--Fast!, Ten Non-Techie Ways to Market
Your Book Online, and Quadruple Online Sales in Four Months with
Free Articles. In 2002, after being Online eight months, Web
sales are consistently over $3000 each month.
If your headline doesn't say benefits, the game is over.
TEST YOUR OFFERS. People perceive more value when you add an
incentive to buy. Give them a bonus FREE report or a tips list
with the order. It takes little time and effort to create, but
it increases sales thirty-fold.
Each month, I motivate my visitors with "Discounts of the Month"
available as a navigation bar on home page. In each discount I
include testimonials and benefits, And perhaps a bundling of
several books or teleclasses For a deep discount--often half
1. Testimonials. They lend credibility to you. When people see
that other well-known leaders like your products or services,
they are more likely to buy. It's relatively easy to get these
Here's a few that worked:
- "Save yourself from headaches, disappointments, and money down
the drain. Read Write Your eBook or Other Short Book- Fast!
before you write another word. The author puts you on the
fastest track to publishing success."
- "Wow! My sales letter worked! Thank you, thank you, thank you
for presenting your 3-session teleclass "Create Your Homepage
With Marketing Pizzazz." You helped me focus on who my target
market really is--a major accomplishment. Knowing the difference
between benefits and features helped me produce a sales letter
that got me a sale the next day I put it up on my site."
- "In just one coaching session I learned how to strengthen my
article's language, got a perfect acronym for my coaching
business, learned the difference between benefits and features,
got a new bio/benefits statement to use for networking, and most
of all the "bigger picture" to see a series of products and
services to sell--definitely worth her fees."
2. Benefit statements. Test your copy by emailing several groups
in your address book with several choices. Call it a Survey. Ask
them, which benefits makes their heart skip a beat? Enough to
take out their credit card and buy. Emphasize different
benefits. Try out different headlines, phrases, power words or
metaphors. Appeal to different senses like smell, touch,
emotions or visual. Remember most people are visual and
Here are a few ideas:
For a book one client submitted these benefits: -Clean up the
places of your life where you're out of integrity -Create more
time, energy, and passion in your life -Uncover your deepest
values and honor them.
Another book's benefits included: -Be your self in a world that
wants you to be like everyone else -Develop positive expectancy
to achieve real results -Procrastinate into your hearts desires
-Balance work and home by mastering the joy of moseying
TEST YOUR PRICE. A price that is too low is as bad as a price
too high. Too low a price devalues your product or service.
Potential clients or buyers might think, "If it's that cheap, it
must not be good." One myth is that eBooks have less value than
print books. If your book has information your one particular
audience wants, you must price it accordingly. If your service
is invaluable, be sure to charge what you're worth.
Always start your prices high. Later you can offer a deep
TEST YOUR COPY. Change testimonials or pictures every so often.
Redo your opening page and closing page. Instead of "Subscribe
to my ezine," put a short testimonial from a famous person in
your field right before the "click here" to subscribe.
Always give your visitors a reason to buy. Make your copy "you"
oriented. Dan Poynter, author of The Self-Publishing Manual,
said this about the free monthly ezine The Book Coach Says...
ezine is chock full of useful information - totally worth your
Make your Web pages easier to read by using bullets. On my home
page I put these questions in bullets:
"Let me help you answer questions about your book" · What are
the first steps to writing a great selling book? · Will my book
attract my desired audience? · Will my potential buyers think my
book is worth the money? · Will my books sell enough copies for
my satisfaction? · Now that it's written, how can I best promote
Test the length of your copy. Check the size of your paragraphs.
In general, keep them short, around 1-4 sentences. Imagine
looking at a long line of print before you get to the meat?
Discouraged, you would probably leave the page, and possibly the
Check for passive sentence construction too. Why? Because you
slow your reader down with passives, and they want your clear,
concise, and compelling information. Your spell and grammar
check gives you those percentages at the end. If your sentences
are more than 3-4% passive, you need a professional coach to
check your copy. This article has 1% passive.
TEST YOUR SITE LAYOUT. Know where people are entering your site
and exiting. Many companies out there can give you this service.
If potential buyers keep leaving at a particular page before
they go to products and ordering page, your words deceive, and
some changes are in order. You can track: where your traffic is
coming from, what pages visitors like, what page the majority of
visitors enter and exit, and how long are they there, even which
ones signed up for your eNewsletter.
TEST YOUR ORDER PROCESS. Ask friends and associates to run
through different parts of your site. Show your appreciation by
paying them for it with free product or service. Tell them you
have a thick skin, and appreciate their honesty.
One would-be customer couldn't finish the order for one of my
teleclasses. It took a lot of effort to get that mistake
rectified with some free product from me. I know a famous eBook
author from whom I tried and tried to buy a book. I even emailed
him about it. He said he didn't take email orders and sent me
back to where the problem was.
It's much better to have all links work, so your customers will
have an easy ordering experience. Also, be sure to offer your
customers several ways to order. Not all people like to order on
About the author:
Judy Cullins: author, publisher, book coach Helps professionals
manifest their book and web dreams eBook: Ten Non-techie Ways to
Market Your Book Online Send an email to:
Subscribe@bookcoaching.com FREE The Book Coach Says... includes
2 free eReports <A