Cms Friuli - News & Articles
Maximising initial interestPreviously, the headline for the website was simply their company "tag line"or positioning statement which said "Helping High Net Worth Clients Acquire,Manage and Market their Investment Properties ... For Maximum Return".Whilst this headline promoted some very strong benefits, we decided to use aheadline that was shorter, sharper and drilled deeper to hit the core hotbutton of investors.The following headline was decided upon "Interested in quadrupling yourproperty wealth in as little as 5 years?"As you can see, this headline is shorter and more benefit oriented plus itoffers a specific outcome, but the main element is that it's use as aquestion adds a curiosity element and makes people want to3. Maximising length of stay on the siteTo increase the length of time people spend on the website we featured anumber of key articles from previous editions of the G+L e-Bulletins. Thesearticles are featured as teasers featuring two or three paragraphs of eacharticle, then to read more, people need to subscribe to their e-Bulletin.Once they have subscribed they can then access the full article.The purpose of the teaser format was to capture as many email addresses aspossible.4. Enquiry generating mechanismsA critically important function of any website is to generate enquiries andif your site isn't enticing site visitors to leave their email address,you're simply wasting opportunities. That's where the Gardner+Lang site isbrilliant.Gardner+Lang's previous site already had a response gathering mechanism intheir "Negotiating your Way to Success" e-report which gets emailed out torespondents. Gardner+Lang found it to be a great tool for attractingenquiries but they wanted to dramatically increase results.Now, the new website, not only offers 8 different opportunities for peopleto leave their email address, it also includes a "call to action" at thebottom of each page, encouraging people to subscribe or to enquire about oneof their complimentary consultations.Response devices include:* General enquiry page* FREE consultation* FREE 7 property investment lessons* FREE subscription* FREE - Negotiating your Way to SuccessSo, no matter who visits the site, there's a good chance that people willleave their email details.The result? Already, before any search engine optimisation activities havekicked in, Gardner+Lang are receiving twice as many eBulletin subscriptions.5. Copy in generalChris Lang is a talented copywriter himself, so we re-used most of Chris'copy but just tweaked it slightly to ensure it was suitable for the web.This included creating new home page copy, shortening sentences andparagraphs and adding more frequent subheadings throughout each page.When you visit the site, you'll notice how the use of powerful articleheadlines on the home page entices people to read further:* How to Create Your Own Investment Blueprint* 8 Factors to Consider When Selecting a Commercial Property Investment* 12 Criteria that Determine Your Property Investment Success* Property Rating MatrixNotice the way the headlines are worded":* "How to "* "8 factors"* "12 criteria"Each of these attract attention and arouse curiosity. They stand out. Theyoffer a benefit. They appeal to the driving needs of the site visitor.6. Credibility onlineA website visitor doesn't have the luxury of speaking with a sales person orvisiting your company, so your website is your online storefront. It sends amessage about the credibility, professionalism and expertise that yourcompany offers.That's why it's important that your site sells and gives proof of yourclaims. The Gardner+Lang site does that perfectly. They have case studiesfeaturing properties they have sold and properties they manage, and thereare a whole range of success stories but what they also do is have from thehorse's mouth te
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