Persuasion Architecture

I am in the process of reading a book by Bryan & Jeffrey Eisenberg called Waiting for Your Cat to Bark. After reading another book by these guys called Call To Action I was intrigued enough to read another. These guys really understand the advertising in a world of such diverse media. No longer are we competing for just radio, TV, or print ad space but there is now a whole new world of Internet Marketing that in many ways complicates the choice process for the business owner but in other ways allows the business owner to tap into a vast market that they could not afford only a few short years ago. Reading these books has broadened my understanding of the potential of what a proper web solution can do and help make some sense of proper design and how to get visitors to do what you want them to do.

Your site is not simply a place to throw in a few words about what your company does or show a few pictures of your products and then hope that this will be enough to make customers want to buy your products. While this is certainly a starting point for many new sites you should be always looking for ways to improve your online marketing and developing your site with a defined strategy.

You need to define what you want your web site to do and then develop a strategy for getting it done. It is possible to funnel customers through your site and direct them to taking that call to action, whether that is just signing up for a your newsletter, registering for product info or actually buying a product from your site for those of you offering ecommerce. Keep in mind that for many business sites the goal of the site is not always to have your visitors immediately buy something. For many businesses their web site is a place to educate their customers and start the buying process.

It is estimated that approximately 70% of purchases are initiated by someone searching the web for more information. With that number in mind you need a solution that will 1. help potential customers find you and 2. convert those visitors into customers.