How to Bridge the Scary Gap between The Results You Want and The Results You Have Assignment 4

Assignment for This Session Map out your customer’s thought sequence Where am I What can I do here Why should I do it here What do you want them to do Check your competition to see if they are following these strategies—or making these mistakes

Questions to Answer Where am I? Type here What can I do here? Type here Why should I do it here? Type here What do you want them to do? Type here

Supporting slides

Your Web Site Must Have a Strategy See your web site as a communications channel 1 Look at the BIG picture and work backwards 2 Focus on the Front End to get new customers (and potential customers) 3 Build the Back End for automation and relationship building 4

Optimize Visitor Thoughts/Conclusions Use Customer logic 1 Influence their thoughts in the order likely to occur 2

Surprise! Your Website Isn’t About You Use Customer logic Home page not about you, company or product logic Information pertinent to them! Do you address my Problem? Do you deliver my Aspirations? 1

What Do They Want to Know? Influence their thoughts in the order likely to occur Where am I? What can I do here? Why should I do it here? 2

4. What is the purpose of your site? Next… 4. What is the purpose of your site? 5. How will people find your web site?

6. What do you want them to do once they find your site? And the 6th BIG question to answer… 6. What do you want them to do once they find your site?