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First Web site

Discussion in 'Digital Marketing' started by J Haugner, Jun 3, 2005.

  1. csalisbury

    csalisbury LawnSite Member
    Messages: 1

    Overall, the site looks very clean and professional. However, there are some key elements missing that could really make it a valuable part of your marketing mix. I hope you don't mind my sharing some critiques that could increase the power of your website exponentially.

    In any type of business there is a process that moves people from suspect to prospect to customer. The first step in this process is simply trying to attract the attention of potential customers that are qualified and interested in your service. This first step is without a doubt the most difficult and most expensive. However, once you're able to identify those people that are truly interested and if you're able to capture their contact information, your marketing costs will go down considerably and you're close rate will increase substantially because you're now marketing to people that truly have the potential to become paying customers.

    When it comes to employing a website as part of your marketing mix, you really need to know what the primary goal of your website is. If you're using your website to grow your business, then the primary goal should be to capture the contact information of everyone that visits your site. Telling everyone who you are or services you provide are all important but what good is your website if you have no idea who's visiting it?

    So what can be done to make this happen? Put a simple form on your home page that captures at the very least, a name and email address. Offer the potential prospect something in return for their contact information, such as a free report or magazine article of interest. The delivery of this freebie can be automated so that you don't have to worry about responding to every request.

    Then once you have their contact information, you now have access to the cheapest form of advertising known to man, email. By requesting your freebie, these people are giving you permission to contact them and you can then continue send them your sales message again and again and again, all for $0.

    Another quick comment I would make would be to stress the benefits someone would receive by using your lawn care service. Yes they need to know who you are and what services you provide, but even before that, they want to know what's in it for them. Tell them and be specific about it. For example 'a beautifully manicured lawn', 'more time to spend with your family', 'be the envy of all your neighbors', etc.

    I know this post is a bit lengthy, but these are some very powerful marketing principles that when applied properly can increase the results or your marketing by leaps and bounds.

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