![]() | |
![]() | |
![]() |
Web Design Information |
|
![]() |
How to Avoid the Biggest Mistakes Member Sites Make in Their Marketing Copy
If you have a web site to which people pay a periodic member fee, it's likely that you belong to other member web sites and have done so for at least a year or two. Thus it's easy for you to overlook the fact that to the average person, member web sites are either a relatively new phenomenon or a completely new phenomenon. It follows that you can't afford any sloppiness or hanging back in making clear to your web site visitors that they are looking at an opportunity to sign up for a paid membership in your web site. Several member web sites that I've been asked to review were sowing confusion in this regard by using both "Join" and "Subscribe" in inviting readers to become members. These words are not interchangeable, however, since we associate "join" with becoming a member of an organization, which normally costs money, and on the web, "subscribe" most often accompanies a invitation to sign up for a free newsletter. Confusion deepens when the member site offers a newsletter that is free for non-members at the same time that membership costs money. In such a case, it's absolutely crucial that you use the word "Subscribe" strictly for the free newsletter and reserve "Join" or "Become a Member" for the paid membership option. If you don't have both free and for-fee signups, consistency and clarity are still very important. Use the same word all the time to refer to the process of becoming a member. The second common problem I see in member web sites is skimpy or hidden sales copy. Hidden sales copy occurs very often in member web sites that are using a modifiable template program to run their site. Whatever the template appears to advise, it's essential to have a navigation link called something like "Why Join" or "What Members Get" placed as prominently as possible with the other major navigation links on every page of the public portion of the web site. Having the sales page come up when someone tries to access members-only material is not a substitute for such a prominent link. Sometimes I have had to hunt hard for the sales page when doing site reviews, even though I knew it had to be there somewhere. The heart of your sales page should be mouthwatering bullet points that make your ideal targets salivate to sign up for your site. Usually what I see on this page are weak generalizations that can't hold a candle to the treasures that are actually inside the site. For instance, bullet points like the following don't evoke the "gotta have this!" feeling that leads people to commit themselves as paid members:ˇ Weekly updates on the latest snowshoeing techniques ˇ The most comprehensive, unbiased reviews of equipment you'll find anywhereˇ Exercises that keep you in shape for snowshoeingˇ All back issues of the "Snowshoes Forever" newsletter Compare the more specific, more tantalizing bullet points below:ˇ Articles on climbing, descending, speed-shoeing, following deep woods trails and avoiding injury from Certified Maine Guides and other outdoor experts - a new such article each weekˇ More than 35 no-punches-pulled reviews of snowshoes and poles from more than 16 different manufacturers, including five "absolutely do not buy this!" recommendationsˇ Exclusive, easy-to-master exercises that keep you in shape for showshoeing whether you are a spry and limber 22 or an aches-and-pains-everywhere 62ˇ Instant access to more than three dozen back issues of the "Snowshoes Forever" newsletter, containing backwoods journals, trail recommendations, discounts on guided trips, classifieds for equipment, resorts and tours, safety tips, great winter camping destinations, even snowshoe construction and modification diagrams! Make sure it's unmistakably clear from your marketing copy who should belong to your site and why. What will they be able to do or avoid that benefits them? Why is this member site a better value than equivalently priced organizations, books, consulting, etc.? Be hard-hitting, precise and believable. The third common weakness is feeble testimonials. Owners of member sites tend to be passive in collecting testimonials, relying on what comes in and posting quotes as is with only first names or initials. Unless your member site concerns highly private information, such as living with herpes, then most people who have written complimentary comments are willing to sign their whole name if you ask them for permission. What you need in testimonials are quotes that name specific things learned, pounds lost, health regained, more money made, marriages saved, tournaments won, new clients attained, etc. Don't be afraid to ask those who've sent you enthusiastic comments for further detail. Approach members whom you know have renewed three times to ask why. You can shorten and clarify members' quotes as long as you get approval from the member for your revision. The fourth common error I see at member web sites is confusing signup options. One site had four membership options that differed from one another in such complicated ways that even with my advanced degree, I couldn't be sure I understood the choices correctly. Simplicity is golden. Stick with two or three options, tops, explain them clearly, and always present the most expensive option first. If you haven't updated the public portion of your web site in a while, or if you're not satisfied with the rate at which visitors to your site sign up to become members, it might be time to commission a site review from an objective professional or do some informal user testing. In the latter case, recruit some people in your target market who have never seen your site and sit them down at the computer to perform tasks like figuring out why they should sign up and how much it costs. When they talk their thoughts out loud while exploring your site, you're bound to hear surprises about flaws in your presentation, wording and design. With strong, specific testimonials and sales copy and clear signup procedures and options, your site will surely convert a gratifying number of visitors into members. Good luck! Marcia Yudkin is the author of Web Site Marketing Makeover and 10 other books, as well as a five-time judge for the Webby Awards. Find out about her web site review service at http://www.yudkin.com/sitereview.htm and sign up for her free weekly Marketing Minute newsletter at http://www.yudkin.com/markmin.htm.
MORE RESOURCES: Digital Silk Advises New York Law Firms on Leveraging Information-Driven Web Design for Client Trust in 2025 markets.businessinsider.com Digital Silk Unpacks How Los Angeles eCommerce Brands Are Balancing Aesthetic and Performance in Web Design TradingView Digital Silk Identifies Why Los Angeles Nonprofits Aim to Increase Impact Through Purpose-Driven Web Design The Globe and Mail Digital Silk Advises New York Law Firms on Leveraging Information-Driven Web Design for Client Trust in 2025 Barchart.com UMF Art & Design Program seniors present capstone exhibit, âCircadian Limit,â April 10 â May 10 University of Maine System Unveiling the invisible hand: how AI is reshaping web design UNC Hussman School of Journalism and Media Web Design and Development Muskegon Community College 2/6/25 â EXPLORE OUTDOOR HAWAIâI SITE WINS WEB DESIGN GOLD Department of Land and Natural Resources - Hawaii (.gov) Digital Silk Identifies Why Los Angeles Nonprofits Aim to Increase Impact Through Purpose-Driven Web Design Barchart.com Kicking It Website Design Analysis DesignRush 6 Great Resources to Learn Modern CSS Layout How-To Geek ChatGPT was tasked with designing a website. The result was as manipulative as you'd expect Fast Company AI-Powered Website Builders: Real Results or Empty Promises? Analytics Insight BUSINESS SPOTLIGHT: Young Web Design keeps businesses current The Bradford Era Best Website Design Inspiration: Amazon DesignRush Essential Web Design Principles NYC Businesses Must Embrace in 2025-Insights from Digital Silk Newsfile 11 Best Interactive Website Designs in 2025 DesignRush Faculty Profile: Libby Perry (Editing for the Web, Web Design - Media Communications) Full Sail University 16 Best Modern Website Designs of the Moment DesignRush Web 3.0 And The Evolution Of Website Design: What You Need To Know Harlem World Magazine The Future of Web Design in New York: How Agencies Like Digital Silk Are Shaping the Digital Landscape Yahoo Finance How AI-Driven Personalization Is Transforming User Interface Design Analytics Insight 10 Best Medical Website Designs (2025) DesignRush Be The Buzz Web Design Analysis DesignRush Local Web Design Company Has a Long-Standing Relationship With the Sarasota Film Festival The Suncoast Post 5 Upcoming Web Design Trends for 2022 SitePoint The Best Web Design Comics SitePoint Web Design Statistics By UI/UX, Market Size, Web Development, Industry and Demographics Coolest Gadgets Best website design service of 2024 TechRadar Miami's Hospitality Industry Adapts to New Web Design Trends - Insights from Digital Silk markets.businessinsider.com USPS Website Design: A Detailed Overview DesignRush 18 Best Tech Website Designs in 2025 DesignRush Revolutionizing Web Design: How Squarespace's Design Intelligence AI Empowers Creators Boy Genius Report Enriching U: Web Design with HTML & CSS The Press Democrat BeyoncĂŠ Website Design Analysis DesignRush 11 Best Minimal Website Designs for 2025 DesignRush Amanda Braga Website Design Analysis DesignRush The Quake's Website Design Analysis DesignRush The Opportunity Agenda Web Design Analysis DesignRush Iconic Website Design Inspiration: Nike DesignRush Afundi Web Design Analysis DesignRush The Hidden Carbon Footprint: How Sustainable Web Design Can Help Save the Planet - The Teen Magazine |
![]() |
![]() |
![]() |
RELATED ARTICLES
Website Re-Design? My site is working fine. The links work. Long Copy Sales Letters on the Web: Hype or Not? I have written before about long sales copy on the web. But I have more to say on the subject. Your Website Could be Letting You Down A professionally presented business website is a powerful and essential marketing tool: it's the first thing prospective customers will look at before they decide to contact you.If the copy on your website is not written to an acceptable standard, it may be losing you customers. Stop Sabotaging Your Sales Do your web pages, sales letters or personal presentations include subtle distractions that unnecessarily cause you to lose sales?Sometimes prospective customers get distracted during the selling process by outside interruptions. You cannot control those. Effective Website Design For Massive Traffic STEP 1:Do your homeworkPlan and think about your content. Think big, have a vision of at least a 100 page site. Wording Up Your Website Back to basics. Forget funky design, good copywriting is the key to a clear and intuitive website. Top Ten Fonts for Website Design The top ten fonts for website design might change in order, but for the most part the fonts that make up this list stay the same due to their popularity. In general, the top ten list includes Arial, Frutiger, Futura, Gills Sans, Helvetica, Lucida, Optima, Palatino, Agfa Rotis, and Univers. 11 Steps to Sticky Web Site! An attractive and user-friendly Web site is crucial to attracting prospects and holding their interest. Seems obvious, yet poor design and even more poorly written content clutter the Web. What Does Your Website Say About Your Business? QUESTION: My business is very small, just me and two employees, and our product really can't be sold online. Do I really need a website? -- Robin C. 12 Essential Web Site Design Tips 1. What's the purpose?The most fundamental thing to do before designing your web site is to define its purpose. Using Your Personal Website To Clinch That Job! With an increasing number of employment portals emerging, it is apparent that internet tools do help bring the job-seeker and the potential employer together. A sophisticated job search engine enables the job-seeker to have a smaller sample of relevant job openings instead of going through countless newspaper advertisements. How to Create an Enjoyable Web Page Design Novice and professional designers alike - you may probably be skilled enough of any one or all of the techniques in creating a Web page and designing them. However, not all designs, even those made by authorities in the field, prove to be enjoyable and entertaining enough for the users. Why Use a Web Design Template? What is a Website Template?Many smart and savvy businesses are choosing to use a website template, and avoiding employing a professional designer. Why? Well, there are clear benefits: saving on cost, saving on time, and ensuring quality. Successful Websites Don't Set Out To Sell What are websites? Are they sales tools for vendors and service providers, or are they electronic guidance for potential customers? Put simply, are you selling or are you helping?Your answer to this question may determine the success of your website. So think carefully?How we define what a website is all depends on which side of the fence we're on. Web Designing Tips Easy That's how you'd like life to be, right? Especially when you're creating a website on your own. But that doesn't mean you want the site to look severe and just functional. Testimonials Can Increase Your Web Traffic We've all seen and read product testimonials. They're a very valuable tool for merchant salesand can often tip the scales in determining a customer's decision to buy. Handwriting Font Tips - The Personal Touch That Makes a Difference Most websites use similar fonts and as a result have a generic look. So, if you want to differentiate your look and also add a personal touch to your website, consider using handwriting fonts. Is A Picture Really Worth a Thousand Words? The great debate: how much copy you should have on your site, particularly on the home page?Do you subscribe to the idea that a picture is worth a thousand words--and therefore images, not a lot of text, should be the main thrust of your home page? Or do words have more power to capture a visitor's attention and compel them to buy--meaning you should aim for powerful copy?As a graphic designer, my natural inclination is to create graphically-rich, light text websites. Since I'm focused on what a site looks like visually, I like using impressive images, bold splashes of color all over the page, and not very much copy. Use Feng Shui Techniques To Design a Harmonic Website For Your Business By following feng shui guidelines and techniques, you can build and design a business website that is not only visually attractive but also attractive to wealth and prosperity. The elements that are part of a business website are somehow equivalent to the objects distributed through a working space since the website is the electronic version of the actual business' offices. Awards Program Debate Daily article:One of the most debated subject among webmasters is the whole concept of web site awards. I'm sure you've seen the little graphics on many different sites, announcing it is the "best", "coolest" or "most wonderful" or whatever. ![]() |
home | site map |
© 2006 |