Are you making this mistake with your small business web site? Too many small business owners look at their web site as an online brochure. They use it as little more than a place to store their office hours and service list.

A different way has emerged. Now your small business web site can be used as an effective marketing tool. Used in the right way, it can spear-head many successful marketing campaigns for you in the near future.

To begin, effectively use your web site to attract leads and customers; use it to let prospective clients know who you are. Offer valuable content related to your expertise. Attract them back over and over like bees to honey. Soon you will become Top-Pick over your competition.

Did you know that many of your prospects (even locally) will type your business name or web site name in Google to see what you offer? Often they are looking to see what you offer compared to your competitor. Recently, Calif. based USC Annenberg School said from 2005 research, 78.6 Americans go online. An almost equally large percentage 72.3 say that the search engines provide whatever information they are looking for.

To make your small business Web site more effective, go through this short checklist and tweak it for better results. Or if you are just starting, now is the perfect time to put your Internet marketing plan into place to see new quarter profits.

Stay open to learn what it takes to put the right sales language and content on your site bringing more targeted visitors (visitors looking for what you have to offer.) Know the robots of the various search engines examine web sites daily looking for good key word food, free information, and content.

Correct these small business web site mistakes and make more profit:

Mistake 1 No sales letter(s).

Solution: Novice Internet marketers don't even know they need a sales letter for their services and products. They missed the foundational marketing message that said, "Only words sell. Flashy even great looking websites don't convince anyone to call, email you and foremost of all buy. Only words can do that. Write a sales letter for each service or product you offer. Give your web site visitors a reason why they should buy from you.

Mistake 2 No or poorly written headlines to point the way

Solution: Put headlines filled with benefits on your home page to direct people to your sales letter. Develop the skill of writing headlines. Provocative titles will stir interest. Provocative statements capture our attention like a fish on a hook. They throw out the baited hook and reel a captive audience in every time. For example, here's a shocking statement one sex therapist used 'Wives Who Don't Want Sex.' Even if his web visitors didn't have this problem, it got the attention of the curious. Rewrite your headlines. Make sure they lead your prospects to your sales page.

Mistake 3 No testimonials or case studies

Add Testimonials. Most everyone wants to know who else has used your service and had a good experience. Testimonials speak up for your product or service. They act as a referral and even an endorsement. The compliments from another customer help melt away your prospect's fears and doubts about trusting you.

Mistake 4 No compelling reason to keep reading

You may have been awarded for the most beautiful site. Congratulations! But if your web site copy is weak it may not translate to sales. Check your copy for dud phrases. Are you using trite phrases like Welcome to the official site of _____, to find out about ME, MY Company, My Achievements click here, or Sign-up for my FREE ezine. Use wording that will convince your prospects to keep reading, trust you and take action. Insert benefit loaded headlines, bullets and even links.

Mistake 5 Not enough benefits (what in it for me) on home page

Put your resume, bio and credentials on your About Us page or even the Contact page. You customer wants to know the answer to this question first. "what's in it for me?" Don't get me wrong; put them in their proper place on your site. But your audience will most want to know the value of your product to them. You must answer questions like, "Will it solve my particular problem?" "What will I gain?" "What will I lose if I don't use your service?"

If you are serious about making your website a more effective marketing tool, begin by correcting the top five mistakes above. Even one or all of the principles in place will help make your website one that your visitors will contact you from, proudly refer, and come back to over and over again. Write compelling copy and grow your business today.

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(c) Earma Brown, 11 yr. Web Developer, Author
eBk: 7 Easy Acts of Online Promotion for Your Business. Everyone loves to prosper. You and your staff deserve to prosper too! Earma, principal developer at Arrow Productions helps writers and entrepreneurs realize their web dreams. Sign up for her free ezine "Web Wit" at webwit@arrowproduction.com or visit her on the web at http://www.arrowproduction.com or http://www.clickeasymarketing.com