Business-to-Business Internet Marketing, Fourth Edition - Lifecycle ...

Generating and Qualifying Leads with Your Web Site 57
The Web provides the distinct marketing advantage of speed. An
offer could easily be posted on a Web site in time to coordinate with any
direct marketing campaign—before the campaign even appears in print.
If the offer is prominently featured on the home page, perhaps through
an on-site banner ad that ties in creatively with the direct mail or advertising,
you would gain from the power of integrated media.
Good direct marketing copywriting can also improve the effectiveness
of a Web site. Direct marketing copy tends to be written in a friendly,
me-to-you style with a heavy emphasis on benefits. It uses short sentences
and an informal structure that makes it easier to read and follow.
It makes liberal use of “graphic signals” and eye rests, such as indented
paragraphs and bulleted lists.
As you explore Web sites, read the words carefully and evaluate the
structure and quality of the writing. Notice how tedious it is reading lengthy
copy on a computer screen? A good site will take that into account by
keeping sentences and paragraphs short; using frequent subheads in bold
or in color; breaking copy into sections; using bulleted lists, tables, and
indents; and boldfacing or italicizing appropriate words and phrases.
Incorporate Direct Marketing Techniques into Your Web Site
Here are a few ways you can use direct marketing to improve the efficiency
of your Web site in generating and qualifying leads:
1. Make it easy for a prospect to locate and gain access to a Web
response area. Many Web sites either bury the response area or
do not even have one. A prominent response area on a Web site,
even a simple Web response form, will encourage prospects to
identify and potentially qualify themselves. Reinforcing that response
area throughout the Web site by providing links across
many of your site’s pages will remind prospects of the offer and
give them multiple opportunities to respond.
2. Create a promotional area with special offers. Turn your response
area into a promotional area featuring special offers that change
from time to time. Tie these offers in with direct marketing campaigns
by leveraging the copy and graphics used in other media
and “Web-izing” the creative for use on your site.