SiteLogic Marketing Philosophy
SiteLogic’s consulting is based on the classical model of persuasion. Sales and Marketing techniques established thousands of years ago are still applicable to today’s market – even in the electronic marketplace. One of the first “sales” manuals regarding persuasion was written over 2,000 years ago by Aristotle, who explained the core of persuasion.
The Three Elements of Persuasion
The navigation, images, and content have to be in a logical order and presentation. Visitors will follow page paths as long as they make sense to the users and make them feel as though they are accomplishing something on their way to gaining the information they need. By creating a logical structure, site visitors will feel confident that they are able to find the information they seek. Common sense pathways and navigation make users comfortable and keep them on the site longer, enabling you to communicate more information to them.
Ultimately, decisions are based on emotion. Creating content that answers the users’ needs and anticipates their objections draws them into a conversation on your website. Emotion is the core of purchasing, and your website content must draw visitors into your story and your company. By knowing your customers and writing to their needs, you create the ideal climate for conversion.
The design and layout of the site, the arrangements of the text, and content create the credibility of the site. By putting forth a professional image, the user will feel more comfortable in giving over personal information. Even branded sites suffer from credibility problems when the site does not reflect the professional image that a user may expect.
The Result: Customer Appeal
Building a website that encompasses these three elements creates the most ideal opportunity to persuade and convert visitors to customers. The natural growth from this step is to use the site to then turn them into happy customers, and finally into brand evangelists who love both your company and what you do for them. The first step, however, is to create the ideal persuasive atmosphere by evaluating all of the elements of the site.
Each of these persuasive elements appeals to the visitor and enables them to see a site that is trustworthy and sound, creating a desire to know more. Without all three components working in concert with each other, a visitor will not stay. SiteLogic works with you and your company to create a comprehensive website marketing plan based on these three core persuasive elements.