In e-commerce, there is one goal that stands above all: Generate revenue, by encouraging Website visitors to purchase your product or service, either online; or at your brick and mortar store. To accomplish this, you must flawlessly provide two key ingredients: a positive appearance and great communication.

The first step in your journey, is to encourage Internet consumers; to visit your online presence. According to recent data, if your website is not on the first page of Search results; 62% of Internet users will not find you. As such, search engine marketing strategies can offer a dependable method of encouraging website visitors; and targeting motivated consumers. Online merchants must understand that the adage “build it and they will come“, does not apply to webpages.

When motivated consumers do finally arrive at your website, they are in search of a dependable solution. Each visitor has an individual question they need answered, or problem they need solved. If your webpage does not immediately provide the satisfaction they covet; they will move on to your competitor- the most undesirable consequence. As such, your website’s landing page (Home or otherwise) provides the most valuable opportunity, to build a genuine relationship of trust with Internet visitors; and establish your brand. The information that you choose to showcase here, and the manner in which it is conveyed; can invoke powerful emotions in Website visitors. Your first online interaction, with a potential customer; should play out like a first date. Considering that first dates are more like job interviews, a positive appearance and great communication; will help to make the sale.

Both first dates and job interviews are an emotional experience, loaded with questions; ultimately seeking the answer to “why“. website visitors, like employers and blind dates, know “what” they are searching for; they just don’t know “why” they need you to provide it.

Connect with Kristoffer Howes, for more Internet marketing and brand building tips, strategies and advice.

A successful online presence, will clearly and accurately showcase a company’s products or services, to curious online visitors. Therefore, businesses should make every effort, to provide content that is both enjoyable and memorable. In short, your website’s design, content and approach to marketing and creating your brand, should focus on creating a positive and noteworthy experience.

“Products are made; services are delivered. Products are used; services are experienced.” – Harry Beckwith, Author

In downtown Toronto (Ontario, Canada) there is a legendary bagel shop, affectionately known to a few, as “The Dirty Bagel“. This title clearly distinguished it from a similar uptown restaurant named “The Bagel” which, “back in the day“, served similar meals to upper middle class women when they were not taking their children to the doctor, dentist or hockey practice.

As I recall, the downtown version was old, grimy, and well worn; while the uptown version was new, nicely lit, and… cleaner. The waitresses in the new restaurant were middle-aged, chewed gum, had pencils stuck behind their ears and called everyone “Hon.” The waitresses in the downtown version were old, spoke with thick European accents, and were “just plain nasty“. If you asked for an extra pad of butter or more cream for your coffee, instead of getting a “Sure thing Hon” you would most likely hear something like, “Sophia, listen to Mr. Big Shot over here, he wants more butter. Hope he knows a good heart doctor…” and as she turned to leave, you would likely hear some Yiddish profanity spoken under her breath.

Why would rich, privileged citizens who owned their own businesses, wore expensive silk suits, and drove Lincoln Continentals, put-up with a group of nasty old ladies who tossed plates on the table like curling stones and treated them like inmates? It was for the “experience“. That is what kept them coming back time and again.

The loyal patron businessmen who attended “The Dirty Bagel” were old school, not an MBA in the lot. They survived the Depression and built successful businesses with little or no formal business education; profiting in conditions that were both hostile and perverse. No matter how successful they had become, they always remembered their beginnings and what was really important to them. These men were characters who built businesses by force of personality and shrewd decision-making. “The Dirty Bagel” offered them an experience that kept them grounded and reminded them of the winding road to success.

That is the power of an “experience” (and a quick lesson in humility). Consider this. Too many websites are sterile, functionally redundant, generally impersonal and often lack any kind of meaningful experience for the online visitor. Business owners who spend an unproductive amount of time concerning themselves with driving consumer traffic to their website, often discount what happens when shoppers arrive.

If your website provides it’s online audience with a unique experience, this is something your competition cannot steal from you. On the other hand, if all you provide your visitors is a commodity; eventually somebody else will produce that commodity cheaper and faster. If this is the case, you will very likely find yourself eating at your own version of “The Dirty Bagel“; not because you want to remind yourself of where you came from, but rather where you’re going.

Connect with Kristoffer Howes, for more Internet marketing and brand building tips, strategies and advice.

The Webster’s Dictionary defines “Remarkable” as: worthy of being or likely to be noticed especially as uncommon or extraordinary. The word dates back to 1604. Do you know else dates back to 1604? The first true English dictionary. Remarkable.

When something is remarkable, it is worthy of a remark. This invariably involves participating in a conversation (SOCIAL). During this permissive social interaction, participants are eager to share their positive experiences; with a captive audience of friends, followers, families, etc. Ideally, consumers will effectively communicate their experience and endorsement, in a manner that their peers can closely relate to. In turn, this will inspire their receptive audience, to relay the positive message to others, initiating a perpetual cycle of Word-of-Mouth; or as I frequently call it “Word of Mouse marketing.”

In the golden days of television advertising, marketers purchased as much ad exposure; as their outrageous budgets would allow. Then, they would bombard consumers with repetitive ads, hoping to instill an emotional attachment; that would be instinctively recalled at purchase time. The problem is, nobody cares about pain relief until they have a headache. When the sudden need for pain relief arises, consumers go to the store and buy the yellow or red box; like they always do. Unless in the interim, a well-regarded peer offers positive remarks about another product; that is (in their experience) a much better solution.

Unlike the intrusive television ads, that routinely disrupt your nightly sitcoms, sporting events and made-for-TV movies (etc.); this form of marketing and brand building is permissive. The social interaction takes place in a comfortable environment, and the desire for the conversation was either invited (a question) or implied (forum, chat, email, etc). As such, the message/endorsement is far better received by the audience.

Connect with Kristoffer Howes, for more Internet marketing and brand building tips, strategies and advice.

It is your website’s Home page, that provides the basis for your visitor’s first impression. The information you choose to showcase to your audience, and the manner in which it is conveyed, invokes individual emotions; in every website visitor. It is after this “first date” (of sorts), that consumers will make their decision to move forward toward a purchase, or begin a new search.

I surmize that “first dates” are alot like interviews. They are both an emotional experience, full of questions, and ultimately seeking an answer; to “why?” When a website visitor arrives at your website, they already know “what” they are searching for. They want to know “why” they need to buy this product/service, and “why” they need to buy it from you. Just like a job interview or first date, your website’s appearance and communication, is what is going to make the sale. Once your search engine marketing strategies have generated leads for your website, and delivered targeted and motivated Internet consumers, your Home page must build a genuine relationship of trust; with your apprehensive online visitor. Focus on a relationship that will help them through their journey to the shopping cart; and then finally to the checkout. At this point, the proper appearance and communication, is paramount.

Appearance: The Home page is your first opportunity to establish and build your brand, with an attentive and receptive audience. Ask yourself, what kind of consumer do I appeal to? Ideally, it is the one that is eager to buy your product or service. If that person is a single, middle-age woman that drives a blue Mazda; then you must provide content that appeals to a single, middle-age woman that drives a blue Mazda. Sharing similar ideas, values and opinions builds trust. Special Note: It is unlikely that you would wear something flashy or tacky to an interview, or on a first date. As such, avoid the same when choosing the content for your website. Keep your appearance clean and appealing; not gimmicky or offensive.

Communication: Your Home page must speak directly to your website visitor. Provide content that is entertaining, understandable and easy to relate to. Consumers will be encouraged to explore your website further, if the “first date” is enjoyable and provides an answer to their question; “why am I here?” Remember, your online consumer’s journey began with a search for help. Now that your search engine marketing and reputation management strategies have helped them find your website, you must be immediately clear on how you WILL help. Not can help… will help. Visitors with specific needs and questions, want specific answers. My guess is that you have about 10 seconds to win their approval, or they will move on to your competitor.

Connect with Kristoffer Howes, for more Internet marketing and brand building tips, strategies and advice.