Page 113 - Duct Tape Marketing

Duct Tape Marketing

The purpose of your Web site is to allow your visitor to begin the task
of more easily knowing, liking, and trusting you.

Much like your marketing kit, your Web site can educate, per-
suade, and motivate your prospects to take action. But a Web site can
also provide a much richer set of benefits as well.

Benefits of a Content-Driven Site

Awareness
These days you are expected to have a Web site if you are in busi-

ness, and many prospects start their search for a new product or service
online before they ever pick up the phone. This is even true of prospects
that are referred to you.

Shortened Selling Cycle
In many cases, with a rich content-driven Web site, your prospects

may feel that they can trust you before they even meet you. I have
dozens of clients who have found so many answers on my Web sites
that they were ready to hire me the minute I showed up at their office.

Access to Your Information
A Web site offers your prospects access to your marketing materi-

als whenever they wish. You can and should save the contents of your
marketing kit online and direct your prospects to your Web site to
acquire the information.

Tool to Refer Your Business
A content-driven Web site allows referral contacts to share a great

deal about your firm by simply directing referral prospects to your Web
site. In fact, a great strategy is to create a page specifically for this pur-
pose. If you have a referral source that consistently refers prospects, you

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