The second question is
"Who is your audience?" You see, websites are really
a lot like a business plan! If you are trying to attract
prospective clients, then each individual page on your site
should offer something of value to your audience. The
number one way that Philippa adds value to her audience is
through her articles. The best way to keep getting top
listings with the most popular search engines such as Google,
Yahoo! or MSN, is to constantly change or add content.
Her articles add value to her audience and are her number
one search engine strategy. Maybe this is why she doesn't
cold-call. Her customers tell her that they have seen
her name in multiple locations before they call her directly.
She said that we should
think about the emotional connection that our website makes.
How does your website represent you when you are not there?
Unfortunately most websites are not a true reflection of what
we do and who we are. The reality is that our websites
need to become an expertise center. We need to show
a clear benefit such as how our programs will increase the
creativity and balance of a prospective customer. Every
page should have a strategy, a way to increase our database
and provide a call to action.
Philippa also believes
that each web site should have a dynamite testimonial across
the front of the homepage, because testimonials are the least-viewed
section on every website! She recommends that we pull
out our testimonials and sprinkle them throughout our site.
And when we think of testimonials, we should be thinking about
the substantive ways that we have helped our customers.
If we attempt to be clear and specific about our program benefits,
why not be clear and specific about their outcomes from real
customers. She recommends that we have specific testimonials
for specific programs. Talk about maximizing our congruency!
In order to get started,
Philippa wants to know what we have done today to improve
our website. Two days after her seminar, I added a question
and answer section and submitted my site to a dozen search
engines. My next step is to write another article.
What are you going to do today to improve your web site, your
business and even yourself? She encourages you to contact
her about the changes you have made.
For more information on
how to improve your website further, Philippa recommends that
you download her tip sheet, "Twenty-Three Proven Tips and
Ideas for On-Line Marketing" at http://www.cyberspeaker.com/tipsheet.html.
Philippa can be contacted directly at her office in Santa
Cruz, California at 831-465-0317 or pgamse@cyberspeaker.com.
If she doesn't get back to you immediately, it is due to her
ongoing quest to find the best deli sandwich outside of New
York City.
