In today’s business and publishing world, your website is your most important marketing tool. A bad website can make you appear unprofessional, boring, and even untrustworthy. In contrast, a good website encourages people to trust you, capture new customers around the clock, and generate word of mouth on your behalf. But, how do you build the ideal website? Here’s a recent client example that I’m proud to share with you.
I partnered with HarperCollins Christian Publishing (HCCP) to build a new website for the Boundaries series of products (books, workbooks, small group videos, etc.). The Boundaries books are still popular, but they were published over 10 years ago and sales had hit a plateau. HCCP asked me to build a new website at www.BoundariesBooks.com to help boost sales for the entire brand.
Sometimes, it’s easier to teach marketing principles by showing an effective example in action. So, I offer this website as an ideal example of how to build an powerful site based on the following five questions:
1. Does your website build trust by letting people take your products for a test drive?
When you visit BoundariesBooks.com, you’ll see several examples of powerful free material that lets visitors experience the value of the Boundaries books:
a. “Freebies” section with 17 articles, 12 videos, and 3 downloads.
b. All of the Boundaries books pages offer sample chapters and extra free resources.
c. The free Boundaries Quiz lets test your proficiency with setting boundaries in different parts of your life and shows how the books can help you.
2. Does your website help build a growing online community?
Community is built into BoundariesBooks.com with a blog updated twice a week, Facebook and Twitter pages, a free weekly email newsletter, and a section dedicated to success stories. People can post comments on the blog, join the newsletter, and share personal stories via the website. Visitors are encouraged to interact on this site.
3. Does your website fuel word of mouth?
In addition to all of the free resources that people can share with others, word of mouth tools built into the website:
a. “Share with Friends” buttons and social media sharing icons on most pages.
b. Free giveaways centered around hot topics, such as “10 Tips to Build Boundaries with Your Mom.” (Who doesn’t have issues with their mom or mother-in-law that could be improved?)
c. A fun contest where you could win all seven of the Boundaries books.
4. Does your website give people a reason to return?
The home page at BoundariesBooks.com constantly changes with new blog posts, product promotions, event updates, social media posts, etc. In addition, new free resources will be added on a regular basis. In other words, if you don’t come back often, you will miss important news, freebies, and product discounts.
5. Does your website create sales?
Websites are worthless if they don’t help increase revenue. BoundariesBooks.com is designed to boost revenue in the following ways:
a. Help people recognize there are seven Boundaries books and lots of related products.
b. Repeat sales encouraged with “What to Read Next” section on the book pages.
c. Build lasting connections with visitors so that the Boundaries book series stay in people’s minds as the top choice for personal relationship growth and an excellent gift to give others.
There’s no such thing as a perfect website. But, you can follow the example of BoundariesBooks.com, use my five marketing questions above, and build a website that works as an ideal tool to help your business or non-profit grow.
Or, you can always inquire about WildFire Marketing building a website for you 🙂
