Websites are so important to make e-Marketing campaigns successful!

By Matthew Kwan © Copyright. All rights reserved.

Principal Consultant

Adams Company Limited www.adamshk.com

2008 July 17

Most e-Marketing campaigns will redirect potential customers to the target landing (web) page you want people to view the specific promotional contents. If you don't have a good look and feel of your web page, the chances of your potential customers would take any action are very slim.

4 ground rules I often use and coach my clients are:

• Customer Oriented: Your website should be laid out according to your target customers. Your target customers, especially those new to your website, can find relevant content of their interest very easy and fast.


• Context Driven Content: Generally, you may only 10 seconds to capture the interest of new visitors of your website. So the contents must be of best interest and most relevant to them.


• Call to Action: In order to generate business, you really have to make extra effort to encourage your visitors to call you, to e-mail to you or fill in enquiry forms to give you contact persons. Basically, no enquiry no business!


• Community Building: You would have to spend a lot in advertisement if you are only getting new visitors to your website all the time. However, you could never imagine the power of word of mouth when your website is being referred and invited by your existing customers to their friends. Your website hit rate and visit rate will significantly increase when a communinity of your website supporters is built up.

Messaging on your web page is the next most import thing you have to deal with. It is an art to do good copywriting. By internet term, SHORT IS Beautiful!