Not a week goes by that half a dozen people don't ask me
what separates a great, money-making website from a bad one.
In response, I surveyed of a number of different websites,
large and small, to find what they share in common to make
them so successful. With few exceptions, every
extraordinarily great website contained the following
elements.

** Testimonials **

Every great website has testimonials from satisfied
customers. These testimonials help set the potential
customer's mind at ease that the products or services sold
online will perform as promised.

Truly great testimonials not only endorse the product, but
clearly state how the product increased sales, saved money,
or benefited previous buyers in very specific and tangible
ways. Testimonials should present real benefits others can
readily identify with, understand and, more importantly,
want those same results for themselves!

** Headlines **

Headlines capture visitors' attention and get them involved
in the website. How do you read the newspaper? If you read
like most people the headlines first catch your attention
and determine whether you'll actually read a story.
Similarly headlines on a website determine whether visitors
get involved in the information or surf away never to
return.

My own experience has shown that the proper headlines can
easily and quickly double, triple, or even quadruple a
website's sales almost overnight.

** Bullets **

Bullets communicate various and subtle bits of information
about a product or service without making readers plow
through paragraphs of information to get to the meat of a
website's offering. Bullets arouse interest, build
excitement, and convey a lot of information very quickly to
time-starved web surfers.

** Bonuses **

Every great website offers bonuses to people who buy, apply
or fill out a form. Nothing induces someone to do business
with you online like offering them something extra for
taking the action you want. Offering a bonus report, tape,
extended membership, extra quantities of product at a deep
discount, coupons, or just about anything makes people more
willing to go ahead with the purchase decision.

** Guarantees **

Everyone takes a risk whenever they buy anything from
anyone. The risk centers on whether or not the product or
service will perform as promised. In a retail store most
people feel pretty confident the store will still exist if
they need to make a return or exchange in a few days. On the
web, however, that risk in making a purchase seems much
higher than in the "offline" world.

Every great website makes a point of specifically telling
customers about their return policy and truly exceptional
sites offer 100%, no-questions-asked, money-back guarantees.
People rarely take advantage of such guarantees and I have
personally seen a website's sales increase by 45% just by
extending the guarantee period an additional 30 days.

** Phone numbers **

Every great website has a phone number with a real live
human being on the other end who can answer questions and
provide product support.

So there you have it! With few exceptions this represents
the formula for creating or identifying a truly great
website.

===============================================
Jim Edwards is the co-author of the NEW
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