Top Web Site Blunders by Coaches, Consultants and Experts

Of all the web sites belonging to coaches, consultants and experts that I have reviewed, more than three-quarters shared a very serious marketing blunder: Their potential clients wouldn't understand from their home page precisely what they do. Jargon gets in the way.

Many specialists believe that they need jargon to communicate their expertise. Without it, they'd sound incompetent, they think, and those in their target market who are as specialized as they are wouldn't respect them. My recommendation is not to eliminate jargon, but to include it in the site, with your main emphasis on the business benefits your company provides or the problems your company solves.

For instance, I've done an informal survey to see if business owners understand the jargonistic tag line, "CRM software for small business." Nope! Most aren't even sure what "customer relationship management" really means. But if you write, "Close sales faster and improve customer loyalty through customer relationship management (CRM) software for small business," you'll earn greater comprehension, without alienating those who already know the shorthand.

Don't think this applies to you? Sorry, it does. Nearly everyone in business overestimates - usually greatly overestimates - the extent to which customers understand their jargon.

The other nearly epidemic blunder at sites belonging to coaches, consultants and experts is not explaining clearly and persuasively why someone should use you rather than the competition. What's unique about you? How do you differ from your colleagues? If everyone is qualified and experienced, why should I choose you? With sufficient thought and care, you can add text to your web site that gets potential clients thinking, "This is exactly the person who can help!"

Related to this is the absence at many sites of two powerful tools for credibly distinguishing yourself from the competition: testimonials and expert articles. Testimonials are quotes from clients you've helped, and they should refer to results achieved with your help - not just you being a competent, nice service provider - and be signed with a complete name and business identifier or geographical location. Expert articles engage visitors to your site and show that you know your stuff.

Finally, all coaches, consultants and experts need to have a newsletter to capitalize properly on visits to their web site. This is because people shopping for professional services sometimes decide to buy that very day. More often, they come to your site looking for information rather than to hire someone. If they read a couple of your articles, like them and sign up for your newsletter, you'll have the chance to impress these potential clients repeatedly. Down the line, they're likely to hire you, sometimes without ever returning to your site. But your site set that process in motion.

Marcia Yudkin is the author of Web Site Marketing Makeover and 10 other books. A four-time Webby Awards judge and internationally famous marketing consultant, she critiques web sites and performs web site makeovers for clients. Learn more about her detailed critique sessions on five different kinds of web sites (including sites for consultants and other professionals) at http://www.yudkin.com/websitequiz.htm .

---

The Information Publishers Secret Resource Guide To Blow Customers Away!

Have you ever heard the saying, "Give and you shall... Read More

Importance of Endorsements And How To Use Them

Customer endorsements are an inexpensive and easy sales tool, particularly... Read More

Defining Moment

Do you know your audiences? I mean really know... Read More

Hold Onto What Youve Got

You probably spend a great deal of your time looking... Read More

8 Proven Ways to Get Referrals

Do you find it hard to ask for referrals? I... Read More

Promote your Business and Products through Submitting Articles to Top Web Sites

Articles submitted to online publishers bring your site new visitors... Read More

You Must Get Going If You Want To Get Growing

For many of service-based businesses out there, it's not that... Read More

Provacative Research Works

If you want to double your business, then you need... Read More

Want To Impress Customers, Win Clients and Influence People?

Remember the baseball cards kids traded while... Read More

The Sweet Aroma of Highly Effective Marketing

Highly effective marketing is accomplished when your marketing materials and... Read More

More Marketing Dope

Direct marketing can make you very successful, but you've got... Read More

Top 5 Design Tips to Create Eye-Catching Marketing Materials

Great graphic design looks effortless, but it requires lots of... Read More

How to Save Thousands on Your Marketing

Marketing can be expensive. It doesn't have to be, but... Read More

Viral Marketing with a Powerful Twist

What would you do with 500, 1000 or more additional... Read More

Small Business Marketing Tip - Focus on a Niche or Target Market

I think selling and marketing today often feels a bit... Read More

The Magic of Keep-in-Touch Marketing

Yesterday I received a phone call from an acquaintance that... Read More

Increase Your Profits Through Customer Loyalty

The job of convincing your existing customers to spend higher... Read More

Laws of Marketing ? The 10 Immutable

Most marketers believe that anything is achievable if you are... Read More

Direct Mail Marketing Done Correctly, Cannot Fail

So how do you do it?Direct mail marketing. When it... Read More

Creating Customer Value

The purpose of business is to create and retain a... Read More

How To Use The Og In All Of Us To Make More Money

5000 B.C. -- somewhere near a cave in MontanaOg the... Read More

Five Deadly Small Business Marketing Mistakes

Here are some marketing mistakes that take a heavy toll... Read More

Positioning For Success

According to military historian David Chandler the campaigns of Napoleon... Read More

Marketing With Brochures

With the explosion of the internet and online businesses many... Read More

Free and Easy School Fundraisers | Elementary and High School Fund Raising Ideas

Parents are always looking for free and easy ways to... Read More

Insiders Secret to Selling Mailing Lists

If you've got a mailing list of at least a... Read More

Step by Step Guide to an SMS Campaign

SMS is good for:? Short lead times and immediacy ?... Read More

Did Jesus Get Killed for Practicing Interruption Marketing?

I'm reading Seth Godin's Permission Marketing and he brings up... Read More

When Business Cards Arent Enough: Unusual, Unexpected, and Uncommon Networking Tips

There comes a time in every small businessperson's life when... Read More

Eleven Reasons Donors Stop Responding To Fundraising Letter Appeals

Donors will stop responding to your fundraising letter appeals for... Read More

The Five Most Common Joint Venture Marketing Mistakes To Avoid

Joint Venture marketing has become a highly popular way for... Read More

Lead Generation: What Is It worth?

Our business environment has changed dramatically. Companies must now be... Read More

Survival Strategies

1. Do the moneymaking things first.For an entrepreneur, generating income... Read More