How Can You Tell A Branding Website From A Direct Response Website?

Did you know that there are more than one type of website? These are in fact branding and direct response websites and they work quite differently. Internet marketing experts are acutely aware of the difference and when to use each type of website to best effect.

The aim of a branding website is, as its name suggests, to create brand awareness and generate brand loyalty. The idea is that if someone sees a brand often enough he will eventually buy something from that brand. There is a catch in that this is a very expensive and lengthy process with no guarantee of success. Many companies found this out the hard way during the dot com bust when they ran out of money in the process of building their brands.

Fast action is the focus of a direct response website. They are set up in such a way that visitors to your site are called upon to phone your company, join your mailing list, buy something or any other action that you desire. They can be a great way to generate cash flow.

Normally a direct response website will have quite a lot of copy with as much words as necessary to persuade the visitor to take the desired action. The more important the decision is for the person the more words are required to sell them on making it. Traditional sales and marketing wisdom says: "the more you tell the more you sell."

A direct response website with an awesome offer and a fast call to action is a much better way to make money than an aesthetically pleasing, expensive website which gradually builds your brand if you are lucky, that is.

How internet marketing experts create direct response websites:
The first step is to establish who you are marketing to. Ask the following questions: Who are they? What pain are they experiencing? What pleasures do they enjoy? What are they actually after?
You now need to marry up the benefits that your prospective customer desires with the benefits offered by your product or service.

Your third step is to clarify the action that you wish your prospect to take. You may wish them to call to make an appointment, request more information or to order your product from your website.

Now you are ready to create your website with copy that speaks directly to your prospects with a call to action. They will be lead to the logical conclusion that to solve their problems and achieve their goals they will need to take that action. How to take that action will be clearly stated and easy to follow on your website.

Because it is clear to your prospective customers that you understand them and the problems unique to them they will join your e-mail list, phone to book an appointment or buy your product if you ask them to. It could be described as magical.