Does it pass the "mom" test? If your mom can't understand
your marketing message, your prospects may not either.
Running an ad? Do it more than once; repetition increases credibility.
Working on a weekend? Schedule your e-mails for late Monday (after
the early morning rush) so they don't get overlooked (thanks to NY
Enterprise Report for this one)
Alternate e-mail and postal campaigns. You have a better chance of
getting your prospects' attention.
Offering a free report or white paper? Start the title with a
number (e.g., 10 Ways to Protect Your Network from Viruses).
Flash is fine for online ads or demos, but not your home page. Your customers
and prospects want help and information fast — don't slow them
down.
Your in-house list (current customers, prospects, newsletter readers, etc.) is your best source of repeat business. Keep it up-to-date and take steps to make it grow.
Lists are like fish; the older they are the more they stink. If you use a list you bought two years ago, you're wasting your time and your money.
Type size (and color) matter. Seven point blue type on a blue background is hard to read and frustrates your customers.
Highlight your success stories. Post before and after results (or testimonials) from satisfied customers on your Web site.
Typos do matter. There's a big difference between "Fish to Die For" and "Fish to Die From"!
Don't use your home page as a landing page. Instead, send visitors to a specially constructed page that showcases your offer and repeats your call to action.
Register your domain in your company's name, not a web developer or designer. In the event of a dispute, the ownership will be clear.
Own your own code. Keep a copy of your Web site on a disk or backed up on your own computer so you're not out of luck if your designer leaves town, sells their business, or isn't responsive.
What do you do? Make sure your site says so in the first paragraph, not the third or fourth.
Update your site regularly. You'll rank higher in search engines.
Check for broken links. When you find one, fix it.
