A 3 Step Plan To Make The Internet Really Useful
A 3 Step Plan To Make The Internet Really Useful
Step 2   Making It Worth The Trip  
Step 2   Making It Worth The Trip  
(For 
(For 
Them)
Them)
Educational 
Educational 
& 
& 
Easy 
Easy 
To 
To 
Use
Use
FAQs, Simple & Clear Navigation, Explanations in English
FAQs, Simple & Clear Navigation, Explanations in English
Entertaining 
Entertaining 
/ 
/ 
Interactive
Interactive
Golf Quiz, Fun Facts, Stock Quotes
Golf Quiz, Fun Facts, Stock Quotes
Relevant 
Relevant 
Interests
Interests
Stock Quotes, Local Community Events or Weather, IRS Links
Stock Quotes, Local Community Events or Weather, IRS Links
Personalized
Personalized
Your Community Involvement, Background, Goals, Family Photos
Your Community Involvement, Background, Goals, Family Photos
Current 
Current 
& 
& 
Fresh 
Fresh 
Content
Content
Why Would They Come Back To Your Site?
Why Would They Come Back To Your Site?
Let's move on to making it worth the trip for your visitor. Think of  yourself   what  makes  it  worth your  while  when
YOU are the consumer looking for something? Usually, what you want is simple    the answer to the question that made
you search in the first place. Education is a tremendous benefit that should not be overlooked.
  EDUCATIONAL & EASY TO USE
Again, think of yourself as a consumer searching the web. What is the most frustrating thing? Going through all the effort
and time only to discover that the site doesn't have the information you were looking for. Consumers want answers to
their questions right now, that's why they are browsing in the first place. They are accustomed to getting free information
from the Internet, and they will look at your site for all of two seconds before they click away if you have nothing to offer
them. On the other hand, if you have a  site packed with educational content,  they  will  be thinking,   Ah, finally found
what I was looking for. 
Additionally, make it EASY to use. Simple navigation with only a few choices. Clean, simple, to the point main/welcome
page.  Don't  overwhelm  people  with  choices  from  the  beginning     give  them  a  SITE  MAP  and  good  sub topic
organization  instead.  If  you  require  that  your  visitors  have  flash  or  the  most  recent  version  of  quicktime  or  Acrobat
Reader to use your site, you are creating reasons for them NOT to stay at your site. You should ALWAYS try and create
a means for your visitors to IMMEDIATELY continue viewing your site if you are using plugins. For example, if you use
quicktime seminars, also provide web page text only transcriptions. If you are using flash animations, include a link for
non flash  site.  If  you  are  using  PDF  files  that  require  the  newest  version  of  Acrobat  Reader,  try  to  include  web  page
versions of the same thing.
  ENTERTAINING/INTERACTIVE
Although  it's  not  necessary,  creating  either  entertaining  or  interactive  places  on  your  site  can  help  foster  a   down  to
earth  quality for your visitors. If your hobby is golf, for example, put up a golf quiz entitled,  How much do you know
about golf?  just for fun. Make it into a form that people submit to you (which politely asks for their email address and
promises they won't be spamed). If no one fills it out, no big deal. If someone does, you suddenly have an email and lead.
Maybe offer a monthly drawing of those who fill out the form   winners get a free consultation or whatever else you want
to offer. The point is, ENTICE VISITORS TO CONTACT YOU. How? Ask yourself why you would bother to fill out a
form on someone's web site.
  FRESH CONTENT
Our web site service provides you with constant updates and new content (updated tax information, new estate planning
articles on a regular basis, etc.), but it is still important that you do everything in your power to create "fresh content."
This is content that is updated every day, week, month or quarter. This kind of content can bring people BACK to your
site and make other sites more interested in linking to yours. Your "blank pages" and "Interactive Forms" (on our service)
provide a great opportunity for you to explore this. Some of the ideas below make  your site more "interactive,"  which
allows people to actively do something on your site. This can be a powerful tool, which you should explore. The best site
are a good mix of educational content and interactive areas.
  Here are a few suggestions that you can put online in just a few minutes:
1. Quarterly raffle at your site for a prize (tickets to a local sports event or production)
2. Monthly/weekly coupons for discounted services offered only at your site
3. Small gift for bringing a friend/family member into your office as a new client
4. Daily quotes from stock market
5. Daily/monthly estate planning "hot topics 
6. Quote of the day (break out the newspaper or your college philosophy book)
7. Excerpts from your last seminar for people who missed the discussion
8. Answers to questions you are asked most often (FAQs)
9. Links to local estate planning resources you ve come across
10. Create FUN forms for people to fill out on your site. Not only will they enjoy themselves, but you will receive email
from people!
11. Create USEFUL forms for people to fill out on your site. Financial Organizers, Questionnaires, and other things that
will save you and your clients time.
  1993 2004 by Schumacher Publishing, Inc.
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