Applying Successful Direct Marketing Methods to Your Web Site and Enjoy More Profitable Sales

Web sites that are focused on customers' needs, want, hopes, and goals are those that have a higher probability of working, and those that get customers involved offer more positive results.

There is a big difference between conventional marketing techniques and direct marketing methods.

* Develop a Written Business Plan

Address such things as your goals and purpose, marketing positioning/competitive advantage (how you will distinguish your site from competitors), the target audience, and your image and style of presentation. Include creative guidelines for developing copy and design/graphics.

Explain how you will attract and keep visitors at your site--and the techniques you'll use to get them to return. Describe how you will create a favorable buying experience, generate sales, produce customer satisfaction, and get customers to buy over and over again.

Be sure the plan anticipates your needs for at least the next two years and addresses the "what ifs." For example, as your Web site grows over time--and the visitors to your site increases--be sure your host or service provider can handle the increased traffic. There's nothing worse than sites crashing or experiencing a parade of technical difficulties.

A good business plan will help you anticipate problems; benefit from your strengths; lead with your best mix of products and services; and create profitable, long-term business relationships with your customers.

Note: Many Web sites are designed to complement catalog, mail order, and retail or wholesale marketing efforts. For example, a company will use its catalog to direct prospects and customers to its Web site for additional values and to register for e-mail marketing bulletins.

* Design Your Site So That It's Easy For Visitors to Use

Create a clean and pleasing layout--an intuitive design. The search function and navigation buttons should be simple to find and use--and they should offer visitors quick transitions from one section or category to another. For example, if a visitor wants to go from your "books" category to your "bookcases and furniture" section, he or she shouldn't have to click four or five times to get there.