By Craig Huey

For newsletter publishers, making money on the web is essential. Hits don’t count. To maximize orders, publishers are finding that specific direct marketing sites produce the greatest income. A specific direct marketing site is designed to do more than bring someone to your home page. It’s designed to sell your publication.

There are 3 keys to improving your sales on the Internet:

KEY #1—Maximize net reach with multiple entry points

Many electronic publishers have discovered that multiple entry points can dramatically increase the number of visitors to their websites. This results in greater sales. Multiple entry points eliminate the confusion many prospects experience when they search the web or visit a specific site. Instead of a confusing array of choices, the entry point gives one clear topical direction.

For example, Dr. Bruce West of the Health Alert newsletter uses 12 entry points and will probably expand that number in the near future. A search for alternative medicine will send a prospect to his site, but so will a search for specific heart problems.

The Psychopharmacology Update website has 12 entry points, including ADHD (attention deficit hyperactivity disorder), drug interactions and other issues that are important to the target audience of professionals dispensing behavior modification drugs.

Also, The Cabot Market Letter (for stock investors) has 10 entry points, including high-tech and stock investing.

With multiple entry points, you can successfully drive prospects to your site without navigation problems or content confusion.

For example, you can use direct mail to drive a prospect to one of many entry points. The card or short letter can tease a prospect to your site on a specific topic of interest. This can also be done with ads and other media.

Search engines and directories can list multiple entry points to leverage your marketing. With specific meta tags (descriptions of your site displayed in search engine results) at each entry point, for example, you can greatly multiply your reach to capture searchers, and get many more listings than if you relied on one site or home page.

KEY #2—Use one clear theme at each entry point

Once a person comes to your entry point, he must be able to see a clear theme. In an important study, 87% of web users said they had navigation problems, 83% left the site frustrated and 73% couldn’t find what they were looking for.

Just look at most websites. Where will a prospect go?

Don’t confuse the prospect with options, newsletter features or sister publications. Great marketing demands a clear focus, whether it is direct mail, ads or any other direct response media. This is absolutely necessary with the web.

Another study showed that prospects can be expected to spend an average of 1.26 minutes on your site unless you really catch their attention. If they leave, you probably won’t get another chance to reach them at that entry point. Give your prospects what they are looking for, or your response will drop.

KEY #3—Limit the use of your home page

By using multiple entry points, most people entering your site won’t see your home page. That’s good. For those who do see your home page, make it inviting, not confusing.

It’s not necessary to list all products and services on the home page. Instead, list only those things that start the selling process.

Keep it simple, and rely on individual, topic-specific entry points—not the home page—to market your service.

If you follow these 3 keys, you will see a radical improvement in your reach, sales and profits.