Successful marketing using the Web requires much more than some HTML files and pretty graphics. How do potential visitors find out about your Web site? What entices a visitor to make a repeat visit? The answers to these and many other questions about on-line marketing and World Wide Web usage must be built into a Web site before it will be a marketing success! These issues can be categorized as follows:

CONTENT - What is the attraction?

PROMINENCE - Visibility is a must!

INCENTIVES - To take action NOW!

MAINTENANCE - For REPEAT visitors!

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Content

What makes up a Web site that will attract qualified prospects for your company's goods and services? Note this question is about "qualified" prospects, not just visitors who stumbled into your Web site by accident! Bear in mind that qualified buyers can look at pretty pictures in any trade magazine for free, and many people turn graphics OFF to speed up download time! Bear in mind that a visitor must manually key or select your Web site URL to make that initial visit. What are business people after? The answer is quick information!

Instant information is what attracts people to a Web site! Information needed for making business decisions is what motivates a business person to visit a Web site time and time again. The pull information has on a Web surfer is incredible, and is very useful for attracting many repeat visitors. This attraction, known as INFO_PULL, is largely overlooked by many Web site designers because there is no precedent for it in traditional marketing. Traditional "hard-copy" ads and press releases always have severe space limitations, hence their emphasis on simple messages, name recognition, and "in-your-face" repeat ads. There is not enough room to teach complex systems in a single ad, even a full page ad! Yet there is almost unlimited space in a Web page, and very useful information can be used to your benefit! INFO_PULL is a very effective way to attract visitors, but the trick is deciding just what information should be in the Web site and where.

For more details E-Mail wMBA. Call 1-800-286-8080 or FAX 1-412-464-9847 for immediate service.

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Prominence

Information content is what motivates a visitor to come to your company's Web site, but the question of how a visitor becomes aware of your site's existence still remains! How easily a site's advantages, i.e., it's informational topics, are identified and then located, is known as prominence. Prominence is determined by:

SEARCH ENGINES used by the visitor.
KEY WORDS available for use.
The TITLE of your site's Home Page.
Search Engine UPDATE frequency.
INTEGRATION with other news media and PR activities.
LINKS with other On-line Functions.

For more details E-Mail wMBA. Call 1-800-286-8080 or FAX 1-412-464-9847 for immediate service.

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Maintenance

Site maintenance is the key to REPEAT VISITS! Once a Web site's information content has been optimized, the issue of maintenance becomes very important. A site's content must be updated on a regular basis, and this requires an easily maintained HTML file format.

The best format, in terms of ease of maintenance, is the WHAT'S NEW format. This type of localized format is very easy to maintain and concentrates visitor response on site highlights or advantages. Check out HTML Templates to review the What's New and other formats!

For more details E-Mail wMBA. Call 1-800-286-8080 or FAX 1-412-464-9847 for immediate service.

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Incentives

To obtain the highest number of responses to an on-line advertisement it is always best to offer a good reason why the visitor must take action now rather than later. This is true regardless of what your site is asking the visitor to do, i.e., fill in a survey form, initiate a product inquiry, make a purchase decision, or even simply reading another topic! This incentive can take many forms, ranging from a preview of topic content and benefits at the next level of detail to downloading FREE software using FTP. These different incentive tecniques are discussed in:

CONTENT PREVIEW outlining benefits to come.
BENEFIT ILLUSTRATION showing understandable value.
FREE SOFTWARE benefits available.
INTELLIGENT MARKETING PREMIUMS

For more details E-Mail wMBA. Call 1-800-286-8080 or FAX 1-412-464-9847 for immediate service.

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