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The Birth of a
Professional Web Site
Part Four Essential
Components
by Shelley Lowery
Although the Internet has provided a wealth of opportunity for all of
us, it has also created a breeding ground for scam artists. Internet
users are very reluctant to make purchases online, and share their
personal information.
For this reason, you must take every opportunity to convey your
professionalism -- from your web site, products and services, to your
customer service, each will play an important part in your success.
The moment your site loads, your visitors will have an instant
reaction -- your site will either convey your professionalism or your
amateurism. If your site doesn't look professional, your visitors may
leave your site prematurely and never return.
If you're not confident in your ability to design a professional
looking web site, it would be in your best interest to hire a
professional.
In addition to having a professional appearance, a professional web
site should possess the following essential components:
Domain Name
In order to establish credibility, you must be willing to invest in
your own domain name and professional web hosting. Web sites hosted on
free servers are not taken seriously and will suffer a serious loss of
business. Your visitors may feel that if you don't have your own domain,
you may not be a credible company. They'll simply take their business
elsewhere.
Professional Logo
A professional looking logo is an absolute must. Not only will it
give your site a more professional appearance, but it will also enable
your visitors to recognize your brand.
Your logo should be displayed in the top left corner of each page of
your web site.
If you're not confident in your ability to design your own logo, you
can get a professional logo designed for just $25 at gotlogos.com.
http://www.gotlogos.com
Theme-based Content
Your web site should focus on a specific subject and provide a
variety of information that relates to the subject. For example, if your
web site focuses on dog grooming, your pages might include all of the
following:
• Dog grooming articles • Dog grooming ezine (newsletter) • Dog
grooming tips • Dog grooming accessories • Links to Dog Grooming
resources • Dog grooming news links • Dog grooming photographs
Content comes in a variety of forms including news, articles, tips,
horoscopes, weather and resource links. Although fresh, original content
is preferable, there are a variety of free resources available on the
Internet that will provide you with free content.
The following web sites provide free articles for publication:
Web-Source.net http://www.web-source.net/articlesub.htm Mega-Success
http://www.mega-success.com Marketing Seek http://www.marketing-seek.com
The following web sites provide free syndicated content:
Syndicator http://www.web-source.net/syndicator.htm isyndicate
http://www.isyndicate.com Moreover http://www.moreover.com Screaming
Media http://www.screamingmedia.com
Email Capture
Collecting your potential customers' email addresses is an absolute
must. Whether you publish an ezine, provide web site and/or product
announcements or tips, you must take every opportunity to capture your
visitors' email addresses.
Display a subscription form on every page of your web site.
Privacy Policy
Internet users are becoming more and more concerned with their
privacy. However, there is something you can do to ease their minds.
Create a page on your web site called "Privacy" and let your visitors
know exactly how you will be using the information you collect.
This page should include an explanation of all of the following:
• How do you plan on using their information? • Is their information
sold or shared with a third party? • Why do you collect their email
address and how will it be used? • Why do you track their IP address? •
Let your visitors know that you're not responsible for the privacy
issues of any outside web sites you may be linking to. • Why do you use
order forms and what do you do with the information acquired? • Do you
run contests and what do you do with the information? • Do you have a
discussion forum or message board? Let your visitors know that any
information that is disclosed in these areas becomes public information
and that they should exercise caution. • Do you have security measures
in place to protect the loss, misuse and alteration of the information
under your control? If so, let your visitors know. • Let your visitors
know how they can opt out of your mailing lists. • Provide your visitors
with your contact information should they have any questions about your
privacy statement.
About Page
An "About" page is an essential part of a professional web site. Your
potential customers want to know exactly who you are.
Create a page to add to your web site called "About" and include all
of the following:
1. A personal or professional biography 2. A photograph of yourself
3. A complete description of you and/or your company 4. Your web site
and/or company objectives 5. Your name, address, phone number and email
address
It is very important that you include an "About" page -- especially
if you're selling a product or service. You must do everything in your
power to put your visitors' minds at ease.
Testimonials
A great way to build your credibility with your potential customers
is to display your customer testimonials. Include your customer's name,
email address and web address with each unsolicited testimonial to
increase believability.
You can find a nice script that will rotate your testimonials at
Willmaster.com. http://www.willmaster.com
Money Back Guarantee
To further increase your credibility, you must completely remove your
potential customers' risk. Provide them with a solid, no risk, money
back guarantee. This will put their mind at ease by building their
confidence in you and your product.
Feedback
Many times, potential customers will have questions about your
products and services. Instead of displaying an email address on your
web site, consider using a feedback form.
Create a page on your web site called feedback and place a form on
this page to enable your visitors to contact you.
Your personal response to your potential customers can literally
determine whether or not you're going to make a sale.
You can find a nice feedback script at Willmaster.com. http://www.willmaster.com
Secure Server
If you're processing your customers' orders online, you must place
your order form on a secure server. Not only will a secure server
protect your customers' personal information, but it also provides
him/her with added confidence in placing an order with you.
Copyrights
Display your copyright information at the bottom of each page. It's
best to include both the word Copyright and the © symbol, as some
countries don't recognize one or the other.
Your copyright might look like this:
Copyright © Year Company Name
By taking the time to ensure your site possesses these essential
components, you will increase your chances of success considerably.
(Continued in part five)
Copyright © Shelley Lowery 2003.
About the Author:
Shelley Lowery is the author of the highly acclaimed ebook series,
Web Design Mastery -- An eight volume (500+ pages) in-depth guide to
professional web design. Web Design Mastery is being hailed as the
"Bible" for professional web design. http://www.webdesignmastery.com
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