Make your company's corporate web site the most effective it can be!
For most marketers, their corporate website violates direct marketing rules and is a non or anti-marketing site. Signs of this include:
- It confuses prospects
- It doesn't properly sell
- It kills sales
That's why, for every marketing campaign, we recommend creating separate direct marketing sites that follow the direct response rules. These microsites, or landing pages, should be specifically designed to generate leads or sales.
Designing a corporate site that sells.
Of course, your corporate site should also use some of the direct marketing rules since some prospects will visit it before they respond.
In fact, for many companies, creating a corporate web site can be a learning experience in the difference between results and pure image.
While a good website should be pleasing to the eye, it's much more important that it follow the tried and true Direct Response Rules.
These are the direct marketing rules have been developed over the past 100 years. Time and again, they have been proven effective in direct mail, print, radio, television, and now the Internet.
Corporate Redesign
Recently, I helped redesign Spectrum Holding's corporate website. The first rule that needed to be enforced was to make the copy "you"- oriented. This made the pitch much more compelling to the reader -- not the copywriter or company executives.
Direct response copy rules were integrated into the new corporate site.
Next, the re-written copy was carefully coordinated with the layout so that key words would guide the viewer's eyes toward the call-to-action. Certainly not the most art-director friendly approach, but definitely the most lucrative!
Direct response art rules should always be integrated on a corporate site.
Finally, new search engine optimization techniques were incorporated into the copy and design that would guide as many search engine users to it.
The end result? A new, powerful corporate site that sells and creates an image.
I was pleased to tell my client a short time ago that the Web Marketing Association awarded CDMG an Outstanding Website award. They praised the site, saying that the, “Clean, easy to follow design and layout,” and “very succinct and informative” copy were a big reason for the honor.
For more tips on how to incorporate the most effective direct response techniques into your online efforts, call me at (310)-212-5727. We can discuss how to create the right corporate or microsite for you!