Is Web Site Marketing Different?
Is there really a difference in how you market a web site? Or can you apply the same principles that are used in marketing a brick-and-mortar store?
Yes and no. In one sense web site marketing is the same since you’re still selling your product or service. The question is, in an analogy comparing a web site to a brick-and-mortar store, where does the web site fall?
Here are some of the suggestions I’ve heard marketers give to web site owners: Make your web site bold with lots of bright colors. You need to have a splash page. And more along the same lines.
All of those suggestions are in line with what a billboard or a magazine ad might be like. But a web site really doesn’t compare to a billboard or magazine ad. Their purpose is to attract attention and draw you in.
Just as you wouldn’t make your store look like a magazine ad, you shouldn’t do that to your web site. Experts in web site marketing agree that content is what really matters.
It isn’t that looks don’t matter, I’ll even address that in another article in this series. Just think about it though. Do you really want bright colors dominating your web site. I’m thinking of the really bright neon colors. The ones that are hard to look at for too long. Save the bright colors for your own billboard or advertising. Don’t blind your visitors with them.
As for splash pages, they don’t really serve a useful purpose. They add an extra page with a graphic image or a Flash animation on it. There usually is no text. And they use a redirect to take the visitor to the main site. Or at least those that haven’t already left.
Internet visitors are on a mission. They have in mind what they need and that is their focus. They generally are also very smart and incredibly impatient. Don’t turn them off before they get a chance to see what you have to offer.
If you’re going to talk with a marketer, make sure they are well-versed in online marketing. In fact, ask them for references. If they tell you marketing a web site is the same as offline marketing - run! While there are similarities, there are also important differences. Your web site deserves the attention of someone who knows about web site marketing.
Contact bwh Web Designs today for help with your web site marketing.
