I admire people who dream big. If you have a plan for your success then I truly admire you. So do you have a *real* plan to make [more] money from your online presence?
The 4C's is a winning process which is nothing more than common sense.
Learn it, implement it and evolve it. If I am repeating myself then so be it, too many people build mediocre businesses on the web. It's about time that changed.
Let’s continue on the 4C's trail.
On the web we all look the same. That's right, you and me both, in fact some might say I look better as my team of web designers are extremely talented. So you've been in business for many years, you have a large store or a big office, located in a nice building, top-end-of-town, you have experience and your grey hair complements this -- I hate to disappoint you but unfortunately on the web this all means very little.
This brings me to the second of the 4C's - Credibility.
Frankly, your potential customers who visit your website are scared of you. They are not sure how you are going to use their personal or credit card details. Establishing credibility is a critical step in turning the web into a profitable channel for your business. Address the fears of your website visitors and these people will more readily put their precious dollars in your pockets.
Your quality content which addresses your customers' information needs is the most effective way in building credibility. Here's a few other ways to ensure you build credibility on your website: have your own domain name, put up your contact information including your address and phone numbers. Put your and your business partners’ profiles on your website. Don't be shy to include your photo. Have a privacy statement, provide customer testimonials, give money back guarantees and create a community for your customers to openly communicate with you.
Why Do They Get It Wrong?
Do you often hear the phrase "work with the end in mind?” A nice gentleman taught me that phrase a few years back. I don't think at the time I really appreciated what this sentence meant, but I have to say I swear by it now. I have a systematic approach to life and tasks. At work I work with the end in mind. It helps me put projects, tasks and goals in perspective and enables me to do a good job. In fact, I don't believe one can do as good a job unless they also swear by this mantra.
It's important to work with the end in mind when it comes to creating a successful online business.
Now let’s not get carried away and imagine the end as a big mansion, a yacht and fast cars in the
driveway. Let’s be realistic (by the way I also enjoy those dreams). Every website must have *one* "Primary Goal".
Not two or three, but one.
So what is a primary goal?
Your primary goal is your monetization model. The bit that makes this whole thing worth your while. Revenues and profits for you!
Primary goals will vary from website to website.
Examples of primary goals include: selling your products online, a form that captures customer enquiries, getting customers to read a product brochure or download a 30-day trial of your software if that helps increase your profits. Once you are clear about your primary goal then you can proceed to build a highly effective website.
So why do we care about a primary goal?
The 3rd C in the 4C's process is "Conversion". Remember that online people are looking for information; they want answers to their questions, solutions to their problems.
Your *foremost* objective is to address this need.
However, we are not in the business of just giving, giving and giving. We have to pay ourselves, pay our staff, make money and save some for that big mansion.
Therefore your *underlying* objective is to delicately direct these people towards your primary goal so you can convert them into paying and loyal customers!
I want you to think about what your website's primary goal is.
Do you have one? Do you have more than one?
What should it be -- remember, it has to make you money and there can only be one.
Source: BC & Friends September and October 2007 Newsletters
Bardia Housman is a founder and CEO of Business Catalyst. Business Catalyst partner with The Right Team & The Results In Business Institute to bring web solutions to small to medium sized businesses.
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