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What is a "magnetic" Web site? It powerfully attracts and holds the attention of visitors. I remember years ago when I launched my first Web site. I took a deep breath, pushed the submit button, and thought, "Now I'm on the Internet! My message is going out to the world!" I expected an immediate flood of mail and wondered how I would handle it all! But the flood didn't come...not even a trickle!
Has that ever happened to you? So many Web sites are like throwing an elaborate party...and nobody comes. Fortunately you can turn your Web site into a viewer magnet by following just a few simple principles:
- Focus your Web site on a finely targeted niche market. For example, a Web site that markets to people concerned about health will be pretty general and unattractive. That same Web site marketing to runners becomes more valuable. Now we're talking about a specific community of athletes who have clubs, stores they frequent, magazines they read and Web sites they visit. Let's take it further: Trailrunners. Now we're into a even more specialized niche. Have you been to a sporting goods store lately and seen how the major shoe makers have one, two or three models of trailrunning shoe in every store in the nation? That's a huge market! Take it further: Female trail runners. I bet at this point you know where to advertise and what to say. If not, it wouldn't be hard to find out, and if you said it well, you'd have the attention of a huge market. So, how do you "say it well"?
- Speak to a problem or need that your market experiences. Those female trail runners want to have fun running. But I bet many of them are struggling with running injuries, wondering what is the optimum diet, what health supplements they should take, a strategy for running clothing and shoes, when to replace shoes, how to locate the best trails in their area, navigation on the trail and safety in the wilderness, how to find running partners, ... I could go on, but you have the idea. This group faces challenges, and if you can offer them a clear solution, you will have their attention.
- Move from problem to solution. What is your solution for your market's problem? We could offer our female trailrunning niche market a clear five-step process to hurdle their challenges and end up running their favorite trails for years injury-free, their best running years ahead!
- Step one: The trailrunner's most important piece of equipment--what makes a great trail shoe for your individual body type.
- Step two: How to design a customized work-out plan that will build your strength without breaking you down.
- Step three: A diet that gives your trailrunning program a boost rather than a barrier.
- Step four: What every woman should know about safety on the trail. Bring the basics, and learn the secrets of trail navigation.
- Step five: How to find a great running partner. Tell them how easy it is to do the plan and be successful.
Give them just enough on your home page to whet their appetite. Then offer them the full story as a free gift when they subscribe to your e-zine. We talk about the power of a great e-zine in the next session.
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