Forums: Discussions for entrepreneurs and small business.

Although I know what I`m doing in the real world, working within cyber space is not my forte.  But it is a reality we must all come to grips with--and that`s my struggle at the moment.

So, my issue.  I`d like you critique my site http://www.powerreferralselling.com

A little background on why the site is as it is currently.

First, I`m hard-headed enough to give it a try on my own before I move to hiring a web designer.

Secondly, the site is intended to: inform visitors about the book; provide a number of additional resources; generate opt-ins for my mailing list; and provide additional information for potential meeting planners and media visitors.

Why the front page has so much verbage: An item I`ve tried to compensate for:
My editor at John Wiley and Sons picked the title, which I hate.  The book details the tools, techniques and strategies the true million dollars a year sales superstars use to generate their tremendous volume of referral business.   The title Wiley chose--Creating a Million Dollar a Year Sales Income: Sales Success through Client Referrals--is accurate in the sense that these are the techniques and strategies these mega-producers use to create their million dollar a year incomes.  I personally think the title my come across as too much of a gimmick and just another over hyped waste of money.

In fact, the book has received great reviews and endorsements from all sectors of the indusry.  The first page of the site goes to lengths to define what the content of the book is as opposed to what someone might think when they see the title.

(Of course, that brings up the question as to why I allowed them to name the book a title I wasn`t thrilled with.  Simple.  My editor is the editor of some of the top names in the business and Wiley and Sons is one of the oldest and most respected business publishers in the country.  I figured after 200 years, they probably know a lot more about marketing and selling books than I do.  Still, uncomfortable with what the first impression the title gives.)

Anyway, the subject is the site.  Any suggestions would be greatly appreciated.

 

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Paul McCord Author, Creating a Million Dollar a Year Sales Income: Sales Success through Client Referrals http://www.powerreferralselling.com

Hi Paul, :-)
A few of things struck me about the site. First, yes, there`s way too much junk on the main page. Fine, but it doesn`t have to be that way, regardless of editors and publishers.

Secondly, you`ve got the text in the center table way too close to the edge borders. There should be some white space to the left and right to keep the letters from being crowded

Next, you`ve chosen center-aligned text down the entire middle column, and that`s "just not done." :-) Nobody uses asterisks for bullets unless they`re new to computers. Bullets are never center-aligned, always left-aligned.

Here`s your current lead-in, without the typeface formatting. Notice how impossible it is to read, and how it makes little actual sense:

When you remove all the fancy pyrotechnics of colors, font sizes, and weight, you end up with gobblety-gook.

Instead, you should write sensible, concise, meaningful content first. Afterward, use formatting to emphasize certain points, make it easy on the eye, and provide a visual pathway. This sounds like a thousand other "get rich quick" promos on a thousand other sites. Make it better!

You have a great idea about capturing an email and sending the first three chapters. However, it`s a bit threatening (in my opinion). You can just as easily say, "Click here to read the first three chapters," then have a normal and non-threatening pause. That`s where you`d ask someone to enter their email address.

You`re already getting a mailing list by subscription to the newsletter. Why not offer the "carrot" free, with no obligation? (You could actually put the disclaimer on the download page, "we do not use your email address for mailing lists" or something like that.)

That being said, it seems to me that if you simply offer a basic online PDF file the person can read from your site without an email, if they`re interested they`ll buy the remainder. I assume you offer this in both hardcopy and e-book format.

I get that you`re looking to build a mailing list, so it`s a heads-tails decision as to how many people you lose by asking for the email address, versus how many people would read the online 3 chapters if they didn`t have to subscribe, then buy the book.

I`d like to see your name at the top:

What`s the point of writing a book if you`re not promoting yourself? I assume the front-cover image to the far right is the book, and that you`re Paul.

My thoughts, anyway.... :-)
craig

I second that Craig, great review.

I would certainly try to have some PR or marketing effort that seperates you from the thousands of other with get rich quick schemes. I mean you seem to have fallen right into that hole, and it looks like a popup add I would quickly close on my screen.

Good luck, and please let us know if and when you make any of the changes Craig has suggested.

jkdbjj,

I think I need you to define what you mean by PR or marketing on the site.  I have endorsements by SellingPower Sales Management Newsletter, CRM Magazine, Dr. Joe Vitale, Dave Anderson, Frank Rumbauskas, Selling Essentials magazine, ChangingMinds, Stu Taylor of the Equities Strategies and about a dozen other endorsements by some of the top people in the industry, most mentioned on the first page of the site. 

On another page of the site it relates where in the last 90 days I`ve been in SellingPower Sales Management Newsletter, SellingPower Pharmaceutical Newsletter, The Dallas Morning News, CRM Magazine, on Stu Taylor`s business radio program, on Alan Rothman`s radio program, on SalesRepRadio, and about a dozen other newspapers, national publications and radio programs.

Maybe we don`t define PR and marketing the same way--could you make it a little clearer what you mean?:

 I really want some feedback, but, please, at least look at what`s there.  If you don`t want to seriously look at it, that`s fine, but please don`t make suggestions without taking the time to look.

Craig obviously had taken the time and effort to look at what was there.  Some of his suggestions I agree with, some I`m still considering.  But at least his comments addressed what was actually there.

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Paul McCord Author, Creating a Million Dollar a Year Sales Income: Sales Success through Client Referrals http://www.powerreferralselling.com

Hi Paul,

Just a  few more questions for you...once a person opt-ins for your mailing list, what happens? I mean, what type of information will you be sending them and what would be the overall objective in sending them those emails?

You also mentioned that the site`s purpose is to also "provide additional information for potential meeting planners and media visitors". Could you please elaborate on that please and would prospects to the site know what these "meeting planners and media visitors" mean?

I know you mentioned this already, but if you had to some it up in 1 sentence, what is the PRIMARY objective of this site? What is the one and only thing your really want to accomplish by having this site.

Sorry for all the questions

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Website Startup Coach: Step-by-Step Coaching to Help You Build a Profitable Business Online!

Cartess,

The primary goal--sell books.

As far as what happens once they opt-in--they are put on an email list where they receive a twice monthly sales and sales training newsletter.  The newsletter centers on original articles written by top sales trainers such as Peter Montoya, Randy Pennington, Dave Anderson, Joe Vitale, others and myself.  I write the majority of the articles, but invite some of my friends to write on occasion to cover areas that aren`t my speciality.  Most articles deal with lead generation, personal marketing and branding.

Ultimate goal for the mailing list is sales--keep readers informed of upcoming seminars, the release of my next book, etc.  One rule that I have is that they will not get more than one non-newsletter email in a quarter.  Unlike like many who send a million emails to their list, my subscribers know that they aren`t going to get hounded to death for money, money, money.  Buy this, buy that.  The result is I get 15 to 20 new subscribers a day and lose less than 1% per month.  But when I do ask them to do something, the response is unbelievable.

There is a separate page on the site for meeting planners if they are interested in hiring me to speak.  Likewise, there is a separate page for the media with a full media kit, biography, etc.  Most typical visitors wouldn`t go to either of those pages.

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Paul McCord Author, Creating a Million Dollar a Year Sales Income: Sales Success through Client Referrals http://www.powerreferralselling.com

Paul, :-)
Here`s a quick thought on the "define PR" issue.

We could get into the whole concept, whose definitions mean what. But I think what matters is that when community members visit a Web site for critique, they`re not particularly analyzing it down to the last tag.

Instead, at least from what I see, we`re viewing it as if we were a possible customer, excepting that we`re also commenting on the reactions to the site.

So when people say that it "seems" like a get-rich site, or there`s not enough PR, I interpret that to mean not so much "what do you mean by PR?" Instead, it`s an opportunity for you to look at your site with fresh eyes and ask yourself, "Do I have enough information here to separate me from the other SEEMINGLY similar sites?" Y`know?

I believe what jkdbjj and I are seeing is that the overall impression of the site is that the way it`s laid out, it just "looks like" one of those get-rich-quick sites. I`ve seen your posts on other threads, and know that you`re not into that, but people browsing across the Web won`t particularly know it.

Your menu bar along the left is so small, it disappears. What`s "in your face" is that center column, and the way it`s set up, it`s just too busy, too loud, and too "Get Rich Right Now!" looking.

I never got to the other pages because I was focusing on why I wanted so much to just click away from the site totally. That`s the main issue, and it doesn`t matter at the moment that you have the Q&A page, or the "Paul McCord" page (which should be called "About the Author").

If nobody wants to go to those pages, that`s the real problem. Remember, you`re not going to be able to have a dialogue with people who stop by, look, then click away from the site. You have about 3 seconds to interest them, demonstrate that you`re different from others, and show instantly what it is you`re selling.

In this case, it`s your book. But the site doesn`t do that. Instead, the site looks like it`s selling "just another in-your-face scheme" kind of thing. See?

Well thanks again CraigL :-),

I meant that when I think of PR that this site would be talked about in the public with something other than "it is just another poorly invested website that some guy made who wants to get rich"

Bare bones man! that is what PR is.  I don`t have the credentials you have, but I know what is sellable and what is not. The home page is not sellable. I would spend a little of that money you are making and let the experts do their job.

You want us to give you analysis, why? What will you do with it? You are looking for free webdesign. I personally think that undercuts that industry. So forgive me for saying, but I think that is bad thinking on your part. I think SUN is good for allowing real designers to showcase their work, and maybe some poor startup who has no other choice, but clearly you are not a startup, and should know that if you want class and professionalism, you are going to have to pay for it.

My final word, no advice on this site about your site, is going to improve your site, unless you take that info to a marketing/webdesign firm to help you get a real image. I mean come on, look at your site right now. Does it really reflect who you are, and how you want your message to come across. Again good luck.

Clear enough?

Mike

Paul,
 Welcome to SUN and thanks for reading my thread before posting. You made life alot easier for me :)

Now, about your site.

Gosh, I wish this was a good time that I had my eguide on web design out by now rather than in rough draft. This site is a quintessential example of how not to design a site. My eguide list more than 50 mistakes that typical do-it yourselfers make. Let me list in bullet form, just a few.

1. unstructured site architecture,
2. inconsistent design elements such as colors, fonts, and alignment of typography.
3. bad navigation. the right sidebar should be horizontal and have drop down menus with structure to it.
4. Homepage webcopy reads more like a salesletter rather than a website. Sales letters are awesome tools but this isn`t a situation to use a sales letter type format.
5. Clutter. Anywhere and everywhere you look :)

Now having been brutally honest with you, let me share what I love about what you are doing here. Assuming you did all of this on your own, I love the *spirit* of your tech savvyness (SP?) and where you want to go.

Just the fact that you identified your goals is such a huge stepping stone. Most do-it yourselfers have no idea as to what their goals are. In the hands of a true competent web professional , you could definitely have better sales conversions from those who land on your site. Good web designers/professionals love clients who know what they want but can`t necessarily do it themselves.

Here are a few things that give me hope for you and your site;

1. You are eager to sell your services. It shows through the aggressive webcopy on the front page.
   
2. You know that you need an opt-in list to grab those email addresses of people who aren`t ready to buy now.
3. You implemented a forum as a type of sticky to keep people coming back.
4. You are offering online resources to those markets that you are trying reach to.
5. You see the importance of having an RSS feed.
   

So, while I love the spirit of what you are doing, it is obvious that you fall short in execution. But don`t feel bad because it takes alot of guts to even get to where you are now with your site. It pays to be somewhat hardheaded

And this also a time where I wished that I have another guide ready for you to read. I`m working on guide/paper on how book authors like yourself can benefit from having a website and a weblog. The guide talks about how best selling authors like yourself can use the website/weblog system that I describe to achieve a few benefits such as ;

1. achieve initial PR and continuing buzz through a blog,
2. build a community of loyal readers who will spread word of what you write,
3. and of course, increase sales of the book.

The only thing that I do have for you to read is a brief entry that I wrote, "5 signs that you are about to lose your money to your designer." I figure if you decide to go hire a professional (and you may as well since you are a best seller) then at least know how to avoid losing money. Alot of the stuff sounds obvious but trust me, I see clients make the same mistakes over and over again when they try to hire a designer.

I`m 80 percent done with a 5 page Web Content Development Guide that you might like to read. Just shoot me a private message if you want it. It`s specifically geared towards Service/trade professionals like yourself who need a few ideas on content development and how to cater it towards your potential web customers.

And about your title. I wouldn`t worry to much about it. I used to work in financial sales and read quite a few books on sales and I think yours is fine especially if it`s gotten so much buzz and notoriety. One of my favorite books on selling was a book called "Get More Referrals" from Bill Cates.

Best of luck and I hope this was helpful to you.

dean

Okay, what I`m getting out of this is that there seems to be a consensus that anyone should stick with what they do best, and delegate the rest.

Paul, I hope you don`t take some of these criticisms as an attack on your capability as a human bean, or as an author. As I read them, they`re explicitly directed to the actual content of a Web site. Sometimes I think it helps to write out one`s own interpretation, as it can offer a second perspective on the same set of observations.

You were right up front in your initial post that you wanted to test your do-it-yourself skills against the entire planet`s worth of Web sites, designers, layout artists, copywriters, and whatever else falls into the mix. The nutshell seems to be that you could use some help, or more experience.

So the next question becomes, what`s your "go-live" target for this site? If it`s "now," then maybe re-think that delegating idea. If it`s later, then maybe take some more time to experiment.

One thing I recently got very involved in thinking about is permanence and longevity in Web sites. In particular, if someone visits your site January 8, 2007 and finds it interesting enough to bookmark it, then what? Suppose they want to return to your site October 10, 2009.

Will all your links still work? Will your images be in the same folders and subfolders on the server? Will you give them back "404 page not found" errors?

Not only is building a Web site a complex event. It also requires enough forethought that countless anonymous strangers who bookmark that site will continue to see the whole thing, regardless of when in the future they decide to make a return visit. Something to think about. :-)