Spamming Blogs, Wiki and Social Networks:

Web hosting provider explains what is wrong with the net.

You know what’s wrong with the world wide web (W3) - web hosting provider explains. It’s not Google bots or search engine spiders. It’s not the seemingly labyrinthine “rules” of ecommerce and SEM. It’s not even pop-ups.

Nope, those things may be challenges, but what’s wrong with the web is people. While this never-before-available utility finds more and more uses – some of them downright noble – human beings come along and screw things up.

Wiki, Wiki Woo

Consider Wikipedia and all of the other wiki sites. In concept, a downright noble experiment. Gather together, on one site, all the collective wisdom of humankind. Refine it, contest it, debate it and move us all along into a brighter future.

Wikipedia’s Home Page: A Noble experiment Gone Awry

Well, at least that was the plan, anyway. Then, humans got involved and subverted the entire process. How?

Self-promotion (Wikipedia will publish anything with various caveats about reliability), op-ed pieces wherein political views are put forth instead of an unbiased history of the political process – though that’s covered in detail, as well.

Then, there’s downright vandalism. Individual “editors” invade Wikipedia and simply change facts and figures around, making the entire content of collected information suspect. The fact is, thanks to all the jerks and idiots in the world, what could have been a great idea turned into an unusable pile of unauthenticated cr@p!

Social Sites

MySpace seemed like a good idea. Anybody and everybody could claim a piece of the web as their own. Cool. Until the pedophiles and other creeps out there discovered there was easy access to prey on these sites.

And once again, the information on sites like Facebook, LinkedIn, MySpace, Twitter and other adventures in web community building must be taken with more than a grain of salt. You may think you’re communicating with a brain surgeon in Ohio when, in fact, your new MySpace buddy is a schlub brushing potato chip crumbs from the keyboard in mom’s basement. (Yea, but I got my own doorway!) Ruined by humans.

This is especially nauseating on “dating” and “looking for love” sites. Wanna bet that some of the pictures posted by lonely men and women are 15 or 20 years old. And these sites have developed their own brand of code-speak: mature (old), normal build (beer gut), redhead (hardly) and on and on. Reading between the lines on these sites is kind of sad. Yet, it’s a great way to meet people if posters only told the truth.

On the web, nobody knows you live at home with your parents – and you’re a 32-year-old D&D champ. Lies.

Commercial Co-opting

It happens everywhere. You see it everywhere and it’s downright annoying. It misappropriates the function of a cool web idea. Let’s consider social sites and their new use – billboards for online businesses. Let your web hosting provider explain...

Any SEO will tell you to create spaces for your business on Facebook, MySpace and other social networking sites. It’s right there on page one of the SEO handbook. So, conducting a site search of MySpace using the search term “cockroaches,” look what pops up:

The first of many pages on MySpace using site search and the keyword:

cockroaches

You wouldn’t think there’d be that many entries using a keyword like cockroaches but local businesses have turned social networking sites into billboard-littered pages of links to “Bob’s Exterminators down there on Elm Street.” And it gets even worse.

These sites have also become billboards for “escort services” (read hookers-on-demand), porn sites and other trash unsuitable for children and any discriminating adult.

Yahoo Answers

Another great idea in the abstract. Yahoo users post questions that are then answered by so-called authorities on the subject. Ugh. The reliability of the answers boggles the mind and to the unwary, inexperienced web user, this stuff is taken as fact. Most of it is more self-promotion.

A Yahoo user will ask “Which is the best SEO metrics software?” and every jerk from here to there will post a link to his or her site – a site that just happens to sell metrics software, even if it’s absolute junk. The fact is, it’s hard to find a Yahoo question that doesn’t include at least one answer with a link to a site selling something – and the quality of that something is completely unknown to the asker.

Blog Spam

Oh, brother. The mother lode.

The voice of the people. That’s what blogs were supposed to be. Everybody – even the ranting loon who proclaims the “World Will End Tomorrow” is given space on the web – an equal-opportunity soapbox.

Unfortunately, blog spam has become commonplace. Instead of interesting or insightful post on the topic du jour, some idiot puts up a link to his guide on “Everything You Need to Know About Everything” – ONLY $19.95. The stuff shows up even on well-tended blogs unless the blog master finds it and deletes it.

Blog spam lowers the overall quality of all blog posts and blog masters have a tough job cleaning up after these spammers have left their links. And once again, a noble idea is subverted by humans preying on the uninformed or mis-informed.

What Can We Do?

Absolutely nothing which is both the biggest problem with the web and its greatest strength. We want all comers to have a say – even if it’s nothing but another member of the lunatic fringe. I don’t want to censor anyone because the next thing you know, someone is censoring me.

It’s an attitude thing and a skepticism thing. If we all view the web as a reflection of human nature – the good, the bad, and the utterly grotesque, we gain a different perspective on web content and any potential subtext to a blog post, a MySpace page or a Wikipedia entry.

If you find it in the real world, you’ll find it mirrored on the web. As a site owner, take steps to keep your site neat, clean and on point. And if you’re a web reader, look at everything with an analytical, skeptical eye.

Except this post.

Web Hosting Blog

We encourage you to visit our web hosting blog again soon for more relevant webmaster articles.

Web Wars: When Competition Ends and War Begins

Usable Web Pages as Explained by Your Web Hosting Provider

What makes a web page usable? The fact is, even SEOs can’t pin down exactly how to define page usability. Some professionals describe a usable web page as one that generates an order or a request for additional information - web hosting provider explains. Okay, but what about site visitors conducting research and comparison shopping online. Is informational content usable if it doesn’t lead to a sale?

Other SEOs measure success by Google PageRank (PR). A site with a PR8 is considered a well-optimized (read usable) site. Why? Because in the site owner’s mind, a high PR equates to success – even if the site doesn’t convert!

A usable site page must accomplish several important functions in a few short lines:

• Successfully encourage further site exploration. This is called a site’s traffic rank – the number of page views plus users. Obviously, the more page views the better – and the higher the traffic rank.

• Page usability must encourage more site visitors in general. This measurement is called a site’s reach, a measurement of the total web-user population that visit a site, usually measured in miniscule increments, i.e., 0.00006% 

• A usable page must be clear and transparent to the visitor. Unambiguous navigation, up-front information, straightforward and complete product or service descriptions and prices. Yes, prices. Visitors sometimes have to view five or six pages before getting down to business. How much?

• Finally, a usable page must have a defined mission and that mission should be achieved at a pre-determined rate – quantifiable objectives for sales, opt-ins, subscriptions or even a telephone call with the local company representative.

The fact is, even SEOs can’t decide what a useable page is. A usable site only increases the difficulty of defining usability by increasing the number of variables – the number of pages and their relationships to each other.

Why is page usability important? Regardless of what you sell, what services you provide or what message you deliver via your web site, you’re in a highly-competitive market and increased functionality of each page is part of site success. Let’s face it. Well-designed sites motivate the user to action. Well-designed sites also beat the competition. These are the winners in the web wars that take place 24/7/365. It’s not like the old days. Your site – your online presence – is there all the time. Same is true of the competition.

Web Wars Versus Competition

There is a difference – one that will have an impact on the success of your site.

Web wars employ aggressive sales tactics – the long-form sales letter, the 20-point type and the hard sell. These tactics are often intended to frighten the buyer into taking action.

How To Avoid the Stigma of Bankruptcy

THE STIGMA OF BANKRUPTCY!!!!!!!!!

Nobody wants a bankruptcy on their credit report so a site visitor, facing the prospect of bankruptcy or foreclosure is going to want this e-book download from the debt consolidation company or re-fi lender. There’s no persuasion. No marketing. No sales. Just the blunt force trauma of a guide to save your home – for only $179. Chances are, if you’re facing a bankruptcy or foreclosure, the last thing you need is a $179, 200-page download.

Even so, these tactics of web wars work well enough that most of us stumble on one of these single-product sites during our daily browsing.

Other tactics employed in web wars:

• bad-mouthing the competition

• deceitful selling practices

• loads and loads of fine print and disclaimers

• onsite redirects (taking the visitor to an unexpected sales page)

• deeply embedded site links optimized just for search engines

• PPC (pay-per-click) fraud

• site hacking

• cross-server attacks (X-server)

• email blasts from phony IP addresses

• endless auto-responders

• fake opt-ins

And there are plenty more black hat and gray hat tactics employed in the battlefield environment of the W3.

Competition Is Better

Competition involves demonstrating that your products are better, your services more complete and utile, your message more on target. Competition is about persuasion, suggestions and, above all, value added.

Hype isn’t required for valuable products, services or ideas. The quality of the services, the low, low prices (and the quality of the service) the attention to detail and client care – all of these sell quality and real usefulness.

The difference between web-based battle tactics and competition is (1) an indication of product or service quality and (2) an enhanced online persona.

Competition doesn’t require hype. It requires a clear understanding of the client’s needs, the site owners’ needs and the benefits the web-business can deliver.

The Site Owner’s Needs

Forget them. They’re hurting you. Your needs are pretty simple to describe: make a sale, close a deal, publish a message to the world. That’s it. That’s what the site owner needs. And if the web site focuses on the owner’s needs, visitor’s won’t convert. That’s why the “value added equation” is so effective. It appeals to the buyer’s intellect and reasoning skills, not to the site owner’s emotions. (Greed? Tsk.)

The Visitor’s Needs

These are the focus of all site text. It may be necessary to define those needs. Remember, the web is used to conduct product research by 81% of us. This means that, often, the prospect is looking for information – NOT HYPE!!! Especially over morning coffee.

Your site text, in a competitive race, should:

• define the buyers needs.

• expand the buyer’s needs (up sell).

• provide solutions without requiring a purchase or opt in.

• define prospect’s benefits NOT product features (don’t assume the prospect will “see” the benefits so spell them out in terms of the site visitor, e.g. “Your administrative staff will increase office productivity by 54% using the medproRX software and wireless system.”

• The text mentions wireless, but the focus is on the benefit – a 54% increase in productivity. Now that’s something sure to catch the attention of any small medical delivery service owner.

Benefits are stated in terms of the potential buyer:

You’ll knock an hour off that weekly lawn mowing.

Your family receives benefits for as long as 25 years.

Your business will see lead generation jump 100% without spending millions on mainframe software upgrades.

You get the idea. Competition defines benefits and value added without the screaming hype. Sometimes, in narrow markets, web wars break out quickly but you can stay above the fray by competing with quality services, products, attention to client care and, of course, the value-added benefits of your goods.

Competition works when web warfare fails. Compete. Don’t do battle.

Web Hosting Blog

Call, click or visit your web hositng provider for more tips on the success of your website.

Weblets: Join Forces. Make Friends. Build Revenue.

Weblets as Explained by Web Hosting Provider

You launch your site, Google your URL and discover that the only site ranking lower is the one selling the Hanta virus. (Really bad business decision on the part of the “Virus for Sale” site).

So what’s a site owner supposed to do to get a little respect? A little attention? And some foot traffic? Easy. Start a weblet.

What’s a Weblet?

There are plenty of site owners in the same boat. No page rank, indifferent recognition by search engines and a site rank over four million. In other words, invisible to potential buyers.

A weblet links together a group of small sites selling to the same demographic but not competing with other weblet members - web hosting provider explains. It’s called parallel marketing and you want to go proactive on this ASAP.

Here’s an example of a weblet:

Site A (you) sell programming services. So, you exchange links with an SEO company, a computer hardware site, a data security site, an FTP site, a web design firm – all businesses targeting the same demographic but not providing competing goods and services.

The benefits of starting a weblet:

• a larger web presence quickly.

• more highly-qualified visitors (which translates into higher per sale ratios).

• consolidation of useful information for visitors.

• lots of reciprocal links.

• self-perpetuating expansion.

• increased traffic = increased sales = increased net profits.

Let’s look at each of these benefits more closely.

A Larger Web Presence Quickly - Web Hosting Provider Explains

A weblet is not intended to impress search engine spiders - web hosting provider explains. All of those reciprocal links cancel each other out. But the point of a weblet isn’t to move you up in page rank. A weblet is people-driven. Forget the bots. A weblet drives more traffic by creating a bigger web presence – fast.

Think about it. Your little site, tucked back in the weboonies, won’t see much organic search engine traffic – no matter how much you optimize for search engines. SEO is for search engines. A weblet is for buyers.

By joining or creating a weblet, you cast a wider net over the same demographic. Example:

Site A books cruises.

Site B provides insurance at discount rates for seniors (seniors cruise a lot, FYI)

Site C books adventure travel packages

Site D provides lodging

Site E plane reservations

Straight on down the line. All low-ranking sites. All with zero web presence. But, when linked, the whole, indeed, becomes greater than the sum of the parts. You’ve created (or joined) a useful tool to enhance web buyers’ searches. You’ve created market synergy. Cool.

More Highly-Qualified Visitors

Weblet-driven visitors found your site through a topic-related site. This indicates either more-than-casual interest or a knowledgeable buyer searching the weblet for a number of related goods and services.

The driven visitor, eager to learn more, will ultimately be eager to purchase more. And the knowledgeable buyer (your best customer) knows his or her needs and standards for quality, making the sale and long-term client care easier and less expensive than if that visitor found you via a PPC blue block on Google’s SERPs.

Consolidation of Information

A weblet is a collection of sites that share one thing in common – the same demographic. Whether the web user who enters your weblet is “just looking” or ready to buy, you and your weblet buddies have made it easier for the buyer to meet his/her needs, and for you and other weblet members to make the sale or close the deal.

In other words, weblets work because they make surfing easier for digital buyers with lots of digital dollars to spend.

Lots of Reciprocal Links

Not as good as one-way links into to your site as far as search engine algorithms are calculated, but again, weblets are about buyers not bots. So, you won’t move up much for PR, even with all of this inter-connectivity, though you well score points for having lots of useful links for visitors. You score some points with bots but, again, that’s not the point.

Your little, unconnected site isn’t going to be found by luck. But when you’re linked into 20 or 30 related sites, you have a lot of access points into your online store. That’s a good thing for your bottom line. Bots don’t buy.

Self-Perpetuating Expansion

Once a weblet has been started, it will expand organically as more topic-specific sites want in. This is good and bad. You want lots of related sites all linked together but if a lone taxidermy site suddenly links in you’ve got a problem because the link isn’t useful to your lace collectors’ weblet.

Maintain the role of administrator of the weblet so that you can keep all links on topic. Encourage weblet members to recruit other related sites to join. The more the merrier. And the bigger and more expansive the presence of each, individual site.

Suggestion: Create a simple logo for your weblet that members display on their sites. “Member Coin Collectors Weblet” It’s a badge of membership and a confidence builder, indicating that peer sites give tacit approval of a weblet site, its products and practices.

Increased Revenues

Increased profits.

As a weblet member, you’ll see more weblet-driven traffic – knowledgeable buyers looking for information and the best deal on the web. You’re plugged in to other sites much faster, providing a service to site visitors by providing links to further searches. You build good will and confidence quickly.

And that, in turn, quickly becomes the profitability you’ve been looking for.

Start by making a list of parallel services and products. Google each. Look for lower ranking sites – pages 10 of the SERPs and beyond. Contact these site owners via the contact us page or look up the site’s owner in Whois and get to work spreading the word through your own weblet.

Free and effective. You gotta love that.

Web Hosting Blog

We encourage you to visit our web hosting blog again soon for more relevant webmaster articles.

Content Management Systems: Do You Know Where Your Data Are?

CMS - Content Management Systems Explained by Web Hosting Provider

Web heads (I am one, so I know) throw around a lot of industry-specific jargon, primarily to confuse newbies. Okay, that’s an opinion but why else would HTML title-page placement make for good dinner chit-chat? It’s strictly for those in the SEM industry.

There’s lots of this insider gibberish that, as a newbie, you’ll pick up quickly: SEO, SEM, conversion ratio, meta data – there’s an entire dictionary’s worth of webabble, but fact is, once you break down this stuff it isn’t hard.

So, let’s talk about Content Management Systems (CMS) what they are and how they’re used - web hosting provider explains. In turn, (1) they’ll be no more mystery about the mysterious CMS and (2) you’ll have a valuable tool that’ll make managing a web site and a brick and mortar business as distinct units or as a symbiotic team.

What Is A Content Management System? Web Hosting Provider Explains

First (and foremost for many) is that there are lots of OSS (sorry, more jargon. It means open source software, which means you can use it free) content management systems so you don’t have to run out and buy some high-priced proprietary CMS. Choose one of the OSS versions.

These OSS versions are supported by loyal fan bases of programmers who are always busy adding new features and updating old ones so most OSS CMS (sorry) software are always works in progress.

Some of the best OSS CMS packs are: Drupal, Mambo, XOOPS and b2 evolution, though there are dozens of other CMSs from which to choose – some of which are designed for specific uses, i.e. public school administration networks or design firms working from remote locations. A robust CMS brings human-useable order to digital chaos.

What To Look For in Selecting a CMS?

Your choice of CMS depends, in large measure, on the type of content you handle and how that information is used. For example, let’s say you handle a lot of content development through your site. You’d want a CMS that had a strong “work flow” component so, with a click, you get a complete status report of where your latest podcast is in the production cycle.

If you store a great deal of content – computer files, images, video and audio files and your entire site archives – access by other members of your team is greatly simplified in a networked office environment where collaboration is routine. There are different kinds of CMSs, each with strengths and limitations so do the research before choosing a CMS. Chances are, once you’ve selected PostNuke as your CMS you’ll stay with that software forever. Changing from one CMS isn’t something you don’t want to do too often.

Most CMSs are server side software. That means the program resides on your web hosting provider’s server, not on your hard drive, though you can easily make copies of your CMS for in- house use. CMSs aren’t new. Libraries have used them for centuries. All these packages do is track where everything is.

It’s important that the CMS you select is supported by your web hosting provider’s server platform. Some hosts use PHP, Java, XML, Perl and other server interface software. Before you sign on with any host, ask what platforms they support for CMSs.

Another important consideration is compatibility with the database you opt for because your CMS must synch up with your database since that body of information is part of what a content management system manages. The database in most widespread use is MySQL (OSS – see, you’re learning already) because it’s simple to use and updates through a variety of automated steps, which is what a good d-base (database) should do.

Also, make sure you download the latest version of the content management system and the database. Again, these programs are updated frequently so stay current through visits to web designer blogs and other places micro-chip dips gather online.

The simplest solution for those just starting out is to go with a web hosting provider that offers these packages as part of the price of admission. When you sign up for web hosting provider, you rent disk space from the company. That’s the deal. But better hosts provide MySQL and a couple of other database options. They also provide robust CMS options like XOOPS or Mambo. By using a host that provides these essential web biz tools, you can be sure that Tab A will fit into Slot B when configuring your site.

How do I use a CMS? Web Hosting Provider Tells:

To manage content, of course.

Content comes in many different forms across different platforms and from many different sources, from opt-ins to Google with the monthly AdWords metrics. The CMS brings all of these different content sources together, integrates the information and produces synergies that improve the functionality of your business and web site. For example…

…using a content management system hooked up to MySQL, your database, you can welcome returning guests by name. The CMS accesses the necessary data from MySQL and delivers a “Welcome back, Bob” screen.

Based on past buying history, you can also offer up some recommendations. If this customer has purchased a few wristwatches from you, welcome that visitor with a dynamic home page filled with links to watches. It’s easy when you manage content, which includes computer files such as your d-base.

Another use? Inter-office connectivity. If your office has five or six work stations all connected by an inter-office network server, a content management system on the office server makes it easier for all stakeholders to find the status of an order or how the latest blog post is progressing through your editor.

CMSs are often used to share non-sensitive, “office-wide” collaborations and you, as the system administrator, can follow progress of work flow from a single console. Your administrator’s console enables you to quickly change from one task to another. Check last night’s orders, check number of new opt-ins, track shipping and identify problems long before they become problems.

There’s one other “broad stroke” benefit of fully utilizing a content management system provided by your web hosting provider (free). That’s the ability to make more practical use of all of these data, numbers, schedules, clicks, links and other elements of any well-run, online business.

A good content management system not only identifies problems, it also points out opportunities. Synergies. For example, you’ve got 10,000 white plastic elephants sitting in a warehouse in Taiwan. They aren’t selling. So, you have them shipped to your order fulfillment house or your shipping department, add a “FREE GIFT” banner to the home page and instruct shippers to toss one white elephant into each box along with a card that reads “Just our way of saying thanks” (and dumping 10,000 white elephants). All before you’ve even had morning coffee.

Securing Your CMS

Access to a site’s CMS is handing over the keys to the kingdom. So two things: make sure your business system is bulletproof as far as hackers are concerned. Then, talk to your web hosting provider rep (your host does have an 800 24/7 helpline, yes?) about the safety of your server.

Look for redundant layers of security protection in the form of hardwired boxes and  custom-designed, self-defending software. Also ask about off-site back-up. If security is limited to a back up on a server in the same room as your host server, when that asteroid takes out Philly, both your main and back-up servers are toast, dude.

You know, the best way to get the hang off this (assuming CMSs are new to you) is to just do it. And even if you’ve been using Mambo for the past eight months doesn’t mean you can’t find new, synergistic uses for your managed content. Administrator’s consoles for CMSs aren’t techspeak. They’re for use by anyone, even if you’ve never used one of these systems before.

So, look for a host that offers free CMS, a synched-up database (go with MySQL. It’s everywhere.) and offers some tech support at midnight. Then practice.

It’ll take about an hour to get it. To see how all this diverse information from so many different sources becomes so much usable, contestable, actionable and understandable by you, your staff and your customers or clients.

It ain’t rocket science but it will definitely add jet fuel to the performance of your online business.

Web Hosting Provider Blog and Articles

We provide the articles in this web hosting provider blog for webmasters. We encourage you to visit again soon.

Lower Your Bounce Rate: Boing, Boing, Boing

Web Hosting Provider Offers Tips on Lowering Website Bounce Rate

A site’s bounce rate is a measurement of the number of visitors who stopped by the site but immediately clicked off to another site, aka, bounced. There are lots of reasons web users boing from one site to another, which means there are lots of things you can do to lower your bounce rate and keep visitors on site long enough to convert.

Here are ten tips from your web hosting provider to help you take the spring out of your web site and lower your website bounce rate.

Tips offered by Web Hosting Provider

Lowering website bounce rate is a challenge we all face as web site owners.

1. Don’t assume the visitor lands on the home page.

A visitor can enter from a number of access points. For instance, by conducting a search for a A324 converter, the visitor might land on the product page for said converter. (There’s no such thing, btw.)

This means that many different pages may be the doorway to your site so treat each page as a home page. Read on for design suggestions from your web host.

2. Keep critical information above the fold.

Above the fold is an old newspaper term that described the newspaper’s front page “above the fold.” This is where the most important (or sensational) news is placed in newspapers today.

In website terms, above the fold is everything seen by the visitor without the visitor having to scroll – prime site space. Your most important information should appear here. A recent study on how different groups of people use the web showed that the 50 and older crowd don’t scroll as much as their web-wise grandkids so if you want it read, keep it above the fold.

3. Web users scan your site pages from upper left to lower right.

So, what visitors first see in the upper left corner of their browsers will often determine if they stay or boing, boing, boing.

4. Create compelling headlines.

“Who else wants to make a million dollars before bedtime” and other web clichés do not compel visitors to stick around to read your long-form, Dan Kennedy template sales letter. Headlines create interest among human readers and search engine spiders who recognize headlines as important text. So make your point in and add keywords to headlines.

5. Layout your home page in a three column format.

Using three columns, you can create three headlines above the fold. If two headlines don’t capture the attention of the visitor, maybe the third one will.

Again, also useful in optimizing your site so make sure to build keywords into your headlines to keep everything in sync and max the utility of both the site text and your top tier keywords.

6. A picture IS worth a thousand words.

A visual image (not just text) above the fold naturally draws the eye and attention of visitors so a small image or an image banner is helpful in breaking up blocks of text, and starts off the visitor slowly. A walloping pile of text, no matter how compelling, isn’t going to appeal to those “on-the-fence” visitors looking for a specific service, product, message or arcania.

A couple of points. First, if you’re using a photo, make it a photo worth seeing – a photo that instantly delivers your site’s message. Google “pre-fab homes.” You won’t see innocuous clip art. You see beauty shots of the prefab on a snowy evening with a warm fire going in the fireplace. So don’t waste pixels. Maximize every one.

Charts and graphs are a terrific way to transmit a lot of information in the blink of an eye. You can write pages of text testifying that your stock picking formula is the best, or you can create a chart showing your online portfolio delivering gains of 150% a year. A chart showing rising value (whatever the product or service) makes a strong statement very quickly.

Charts and graphs are also useful in making complex information more accessible to the reader. Your typical visitor won’t read through pages and pages of company financial statements but s/he will make a buying decision based on proof in image form.

7. Make navigation simple enough for a well-trained chimp.

If the visitor is confused, even for a moment, you’ll see a bounce. Life is too short to “figure out” how this works. We’ve grown extremely impatient in the digital age and if it even LOOKS hard, boing.

Keep your navigation bar in the same place throughout the site and provide the option to return to the home page from every page of the site. A visitor may get lost and want to start over, learn more or use the links on the homepage to further explore the site.

8. Appeal to the drives of your ideal buyer.

Needs-driven buyers have already determined that they’ll make a purchase and pay a lot if the purchase meets their needs. For example, there are a million books for sale on the web telling you how to avoid foreclosure “even if the sheriff is knocking on the door!!!!”

Okay, now that’s a needs-driven buyer. Facing foreclosure. Sherriff at the door – that site visitor will pay $99 for an e-book download if s/he believes the product provides (or is) the answer to his or her foreclosure problems. That’s a needs-driven buyer – a prospect who needs what you market – products or services. These buyers are less concerned about how cool and stylish your site is, how many interactive features it has and so on. These people are looking for solutions and benefits.

Other on-line shoppers are more casual in their buying habits. For example, many browse the web to comparison shop for prices and then run off to the big box store to make the actual purchase. Or, they just may bounce to a competitor site to make their online purchase. It’s a very fickle marketplace. But…

… if something catches the eye and addresses the drives of your demographic bulls-eye, your bounce rate decreases quickly. This means:

• Know your target demographic. Describe your perfect buyer.

• Know your products – inside and out.

• Know the motivations of your ideal buyer – need, the desire for prestige, acceptance, to be part of something larger (to belong) – what motivates your buyer? Example? A site selling acne cures should appeal to the consumer’s natural drive to improve his or her appearance in order to better “fit in.” The human desire to belong and to be accepted is what fuels the cosmetics industry, the fashion industry and other “personal signature” industries.

So, the owner of the acne cure site can create three distinct headlines that address the drives of buyers of skin care products and place them above the fold: (1) Look Better The Natural Way, (2) Why Dermagel Really Works and (3) Stop Covering Up – three headlines aimed with laser precision at a site selling acne cures and other sensitive skin care products.

9. Real information. Not sales hype.

If site visitors discover useful information that will directly benefit them on each search engine accessible page of your site, they’re much more likely to stick around and learn a little something.

Sure, if you’re operating on razor-thin margins and “Low Cost” is your prime selling point (WE BEAT ANY PRICE ON THE WEB) then that needs prominent, “can’t-be-missed” display on the home page – somewhere. But to lower your bounce rate, add a little informational content or a big link to your site’s information bank, blog or archives. There’s plenty of opportunity to make a sale once the visitor has begun to explore your site for additional, useful information.

10. Don’t follow the herd.

6,000 new websites hit the W3 each and every day. There are over one billion active websites worldwide. And if your online sporting goods warehouse site looks like every other sporting goods warehouse site you’ll continue to see a higher than acceptable bounce rate. You’ll never get your bounce rate to zero. All you can hope for is to lower it.

One last humbling fact: the average web user decides whether to stay on a site or move on in less than six seconds. Six seconds!!! That’s how long you have to compel the visitor to stay on your site before bouncing off to some other site.

Six seconds. How can your site grab attention in just six seconds? That’s the challenge we all face as site owners.

Web Hosting Blog

We offer these webmaster articles for your convenience. Please visit the web hosting blog again soon.