Practical Internet Marketing Strategies

Have you ever seen a faux balcony on a house?  Or perhaps some other fake feature that had no functional use whatsoever?  This really bugs me.  Being a programmer, I am all about functionality.  Luckily, our product interface isn't developed by me.  If it was, it would likely resemble an emacs editor. 

This picture causes strife in my life because I would insist on putting in real doors, not the appearance of doors.  I like real.  I like functional.

This goes for websites as well.  I often come across sites that have a list of services or products that don't link to further information.  I also see sites that have images that look like buttons but aren't linked to more information.  And of course, the worst is when sites have broken forms, broken links, or broken images. 

Now, I understand broken elements aren't planned like the ugly faux door above, but they are a product of the tools used, the individuals level of training using them, and the organizations commitment to the website.  These small faux issues cause immediate headaches and frustration with visitors and will likely turn them away.

So be sure to check your website for broken elements and don't try to trick your visitors with the appearance of something that should truly be functional.  Your website is not a Hollywood set.  It is a direct extension of your voice and your message to potentital and existing customers.

And just for the record, my #1 pet peeve is double doors where one door seems to always be locked.  Some even have a sign that says "Please use other door".  Can't the people who unlock the doors turn the little key for the second door too?  I don't get it.... but of course, I don't unlock doors for a living.

Probably not. So why would do so many marketers and business owners let their website visitors enjoy stale page content?  Visitors come for a reason.  They're evaluating whether or not there is something they want.  They arrive with questions or curiousity.  How well are their questions or curiosities answered?

If you look at a stale piece of bread from far off it is likely to appear normal.  But if you inspect it closely, or worse take a bite, you will certainly notice it is stale.

Website content is no different.  Visitors may, at first glance, think the content is fresh and updated, but with a closer look they will quickly get a sense that it is stagnant.  Everything from the design of the site to the copy contained within, a website needs to convey relevant, convincing, and updated information.

With stale bread you can always cut it up and make crostini.  But slicing stale website pages into little toasts isn't exactly an option.

My wife has a 10 year old car that is used soley to get to and from work.  It runs well, it still looks nice, and it gets great gas mileage.  The only negative factor is that is burns through a quart of oil each month.  Let a few months go by and I begin hearing the knocking sound of unlubed lifters in the engine.  At that point, it desperately needs oil.

Luckily, the engine did not lock up.  Isn't it nice, though, that our cars tell us when they need oil by flashing the oil light?  Unfortunately, your website doesn't have a warning light like this to tell you when it needs some maintenance.

Like a car, you must keep you website well oiled so it runs smoothly.  And by "running smoothly" I mean your website is engaging visitors so they either buy or move to the next step in the buying process.

Keeping your website oiled takes continuous effort.  You must make relevant updates frequently.  You must provide quality content to engage your visitors and keep them coming back.  And you must constantly measure the results.

To do this in a cost effective manner you need a proven web content management system.  A good web content management system will provide tools to update your website without the need to call in a programmer.  A good web content management system will also provide you measurement tools to help you guage your website's effect on your bottom line.