The 7 Deadly Sins of Business Websites by ngtengteng


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“The 7 Deadly Sins Of Business Websites”
Here’s Why Most Businesses Are LOSING Money With Their
        Websites (And They Don’t Even Know It!)

            By Adam Wong | Intellective Marketing

    © 2008 Intellective Marketing Private Limited. All Rights Reserved

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         © 2008 Intellective Marketing Private Limited. All Rights Reserved

                       About Adam Wong
Ever since Adam was a kid, he knew he never really
wanted to have a 9-5 job as way to make a living. In fact,
his longest stint at a ‘job’ was when I was doing his
National Service in Singapore and they paid him peanuts.
(And they got a monkey!)

Nothing wrong with jobs; it just wasn’t his cuppa tea.
Maybe it was his parents who, although successful in their
respective careers, spent so much time on their jobs that
they never really got around to truly enjoying their lives.

So since Adam really didn’t fancy being a wage monkey all his life and he
didn’t subscribe to the concept that you can enjoy life only after retirement, he
started his attempt at creating something for his future.

And it was during his search that he stumbled into the world of Internet
Marketing. His very first foray into the Internet Marketing arena netted him
US$10,011 in just over 7 days.

And after his initial breakthrough success, Adam’s websites have since
generated a six-figure income entirely online.

Due to his success on the Internet, he is now a full-time Internet marketer,
copywriter and consultant to companies who seek his advice on how to
market their business successfully over the World Wide Web.

Adam founded Intellective Marketing with the aim of providing a complete
one-stop solution for companies who lack the expertise or the time to
productively promote themselves on the Internet.

The list of services Intellective Marketing provides include:

   •   Market viability research
   •   Product creation
   •   Copywriting
   •   Website creation and maintenance
   •   Database relationship management
   •   Affiliate management
   •   Traffic generation

To find out about how you can start multiplying your business results using
the power of the Internet, simply click on the link below:

        © 2008 Intellective Marketing Private Limited. All Rights Reserved

From: Adam Wong

Re: Why Your Business Website Is Losing You Money Right Now!

Dear Business Owner,

P   ardon me, but I just have to say it quite plainly to you that chances are… your
business website is probably losing you money right now.

And it will continue to lose you money tomorrow, and the day after, and the day
after, and the day after… Unless you do something about it today. But if at the
moment, you don’t EVEN have a business website to begin with, boy! You are
seriously losing out on a big slice of the action.

You see, it is simple mathematics. The Internet is growing faster than any other
medium in the history of mankind.

   •   In December 1995 there were 16 million people online.
   •   By January 2000 the Internet had grown to 248 million people online
   •   In June 2005 there were now a staggering 938 million online.

                 And the Internet is still growing every single day. Today, there are
                 over 1.2 BILLION people logged in to the World Wide Web.
                 That’s 19.1% of the world’s population!

                 It is the biggest singular market ever created and if you’re telling me
                 that you don’t even have a website now, I can guarantee your
                 business is losing thousands of dollars. Every. Single. Day.

I don’t care if your business is making $10 million or more! No matter how well your
business is doing, you can MULTIPLY your business results even further with
the awesome reach of the Internet.

But surely as a savvy business owner yourself, I will presume that your business
does already have an existing website. Most businesses have an online presence in
this day and age. I’m not here to point that out to you; but what I am here to point out
to you is that, like 99% of business websites out there, your website is NOT
generating results for you.

                         Now why do I say this?
Well, let me describe a typical way that a business website is usually born:

First the business owner realizes that he needs an online presence for his business and
so he decides to get his website done. And so the owner starts planning and designing
what he wants on his website.

         © 2008 Intellective Marketing Private Limited. All Rights Reserved

So he starts thinking…

‘Does he want a write-up about how great his company is?’

‘Or maybe he should include links to his favorite sites?’

‘How about some ambient background music to keep his visitors entertained?’

All these questions start running through his head as he goes about thinking how he
can create the best business website out there; one that would showcase his
company in the best possible light to the entire world!

So the business owner puts down all that he wants for his business website. He wants
something spectacular, professional, and good-looking. Something that would make
visitors go ‘Wow!’ when they land on his website.

So now he’s all excited about his website-to-be and he engages a web designer to help
bring his cyber-baby to life!

And now the web designer comes in and suggests all the other really cool and fancy
stuff that you could add to a website. He recommends using Flash for the entire
website, adding some background music, fancy graphic themes, elaborate navigation
links, etc, etc, etc.

By now the business owner is blown away with the all the bright, shiny objects his
website is going to receive. He’s convinced that he’s going to have the best-looking,
most professionally done website in the entire bleeping world!

So he signs the deal and he shells out $15,000 to his web designer and in 4-6 weeks
time, he’s now the proud owner of this really good-looking website.

                       Now that’s really great…
Except the business owner forgot ONE THING when he was designing his ‘perfect’
business website.

You see, it’s not about what he wants on the site that matters; it’s all about what the
customer wants. Period.

And if you design your website around yourself (or your excitable
web designer) and not around your target market, your website is

And if your business website is a dud, not only did you hand over
$15,000 for this marketing dunce, you also now lose money every
single day due to the lost leads, sales, and profits a REAL
marketing website would have made for you.

         © 2008 Intellective Marketing Private Limited. All Rights Reserved

To be frank, you can’t really blame the web designer. He knows nothing about sales
and marketing. His job is to make your website look really good. And assuringly,
you did end up with a really (expensive) good-looking website.


Do you really want a website that just looks good? Or do you want a website that
actually generates results for you?

I think the answer is pretty clear.

If you’re in business, you are in it for the RESULTS.

So if my story hasn’t scared the pants off you yet, or you’re still thinking your
business website is still doing all fine and dandy in your opinion (right…), here are
the seven most common mistakes found in 99% of business websites out there

I call them…

               The 7 Deadly Sins Of Business Websites!
1. A Really Lousy Domain Name

                      Your domain name is the FIRST thing your customer will
                      know about your business website. It’s the only way they can
                      reach it!

                     And if your domain name is mishmash of alphabets, or
something that is too long, too hard to remember; good luck with your customers
trying to land on your website!

You see, mistakes happen. If your domain name is too long and confusing, the
chances of a web user hitting the wrong keys go up. That means he’s NOT going to
find your website and moreover he may think that your business website is down
(which is highly unprofessional). And sometimes web users just don’t bother to check
if they typed the right domain name or not.

Case in point, try typing out this domain (it’s a real website!):

With a domain name like that, you’ll have a REALLY hard time communicating it
to people. And when you have hard time communicating something as simple as a
domain name to your customers, boy are you in trouble!

Obviously, you won’t be so silly to pick a domain name like that for your business
(hopefully…), and even though the example above isn’t exactly a business website,
you get my point. Keep your domain names short, simple, and easy to remember.

         © 2008 Intellective Marketing Private Limited. All Rights Reserved

Now if that wasn’t bad enough, this one’s even worse – using a free hosting service
like Geocities for your business website. Which means your domain name is
effectively going to be something yucky like this:

Tell me, would you rather deal with a company which is cheapskate enough to use
free hosting with a domain name like that, OR with a company which uses a paid
hosting service with a professional domain name like

You know the answer.

                            How the heck do you type that?

2. Overdose Of Heavy Graphics And Flash

                   This one is so common I can almost barf whenever I see a website
                   commit this sin.

                   If you use all these heavy graphics on your site just to make your
                   site ‘look good’, then you’ve really missed the point about creating
results online. You see, graphics are important but they must be used to serve a
purpose and NOT to show off how pretty or cool your website is.

Have you ever thought about the loading time it takes to load ALL your fancy
graphics? Even in this day of broadband, there are web users who still hook up to the
net using a dial-up modem. (Man, are they gonna wait!)

And even for the broadband user, research has shown that if it takes longer than 8
seconds for your page to load, visitors will lose patience and leave your site. And
if you’ve got so much graphical baggage that it takes that long for your page to load,
it means you’ve just lost a potential customer forever.

OK, overuse of graphics is one thing, but this one’s the kicker.

Have you ever seen sites that are REALLY fancy? You know those that have all
those moving parts, cool web effects, etc. Those websites are built using Flash. They
look very good but did the web designer ever think what would happen if the web
user doesn’t have the Flash player installed in his browser?

Oops! So now the web user without Flash player installed is just going to see an
entire blank page for your business website. How’s that for ‘professional’?

Look, I’m not against Flash; you need to use it for certain things from time to time.
But if you use it for your ENTIRE freaking website, be prepared to get some quizzical
stares when your site doesn’t load on a certain web user’s browser.

Plus the search engines can’t index Flash websites. And if your entire website is
coded in Flash, it means your website won’t be listed on Google, Yahoo, MSN and all
the other search engines. And that’s too not smart at all, eh?

         © 2008 Intellective Marketing Private Limited. All Rights Reserved

Remember that your web users are looking for INFORMATION when they surf the
Internet. So don’t try to be a cyber Picasso and just simply provide users with
what they want – information!

Information that will help, persuade, and convince them into doing business with your
company. Who cares if YOU think your website is the best-looking one out there?
Your customers really couldn’t care less!

As long as your website is clean, professional, and easy on the eye (and this
doesn’t require lots of graphics at all!) your customers will enjoy your website
experience like a breeze.

                    Clean, simple, and effective. Need I say more?

3. Really Confusing Navigation

                    Ever landed on a website and then you got LOST

                     You had no idea where to go or what to click to find the
                     information you want. You try a few links here and there, but
                     it only serves to make you even more confused! In the end,
you just give up in exasperation and you leave the site.

Don’t commit this sin with your own business website.

Your navigation menu has to be clear and specific that directs web users quickly to
where they want to go. When I mean clear and specific, I really mean clear and
specific. DON’T leave your web users guessing where this link is going to take them.

The dumbest thing you can do is to use graphical icons (without any words) for
your navigation menu. Tell me how in the world the web user is going to figure
what that icon means!?

Please don’t turn your website into an IQ puzzle. Most people don’t have the time or
the brainpower to indulge in your self-absorbent quiz. Keep it dumb, keep it simple,
and just direct people to where they want to go. Fast.

         © 2008 Intellective Marketing Private Limited. All Rights Reserved

And that means a web user should be able to reach any part of your website with
at most TWO clicks. Anything more than that and you’re just making your potential
customer having to dig too deep to find the information he wants.

Keep your navigation menu clear, simple, and specific and your web users will
thank you for lessening the confusion that’s already out there in the world today.

                Home | Videos | Channels | Community – Real simple.

4. No Call-To-Action

                Out of all the things I’m going to mention in this report, this is
                probably the MOST important of the lot.

                Your business website must have an effective Call-To-Action.

                Read that again because that’s the difference between a floppy, limp
business website and one that actually produces results for you.

But what exactly is a Call -To-Action?

Well, a Call-To-Action can be many things, but here are a few common examples:

    1. You sell a product online and you make a sale on your website (like

    2. You entice a visitor to contact you via phone or email to find out more about
       your products/services, request a free quote, etc.

    3. You obtain his email address and his permission to follow up with him.

For the first method, if your business has a product or a service which you can market
directly on the Internet, then this is definitely one way in which your website
plainly makes money for you.

The second way is to entice a visitor to respond to your offer and contact your
company about it. If your product or service offering requires a more complicated

         © 2008 Intellective Marketing Private Limited. All Rights Reserved

sales process, meaning you can’t reasonably sell it in one-step on your website, and
then this would be the way to go.

For example, you don’t really buy a million-dollar property with a click of the mouse,
do you? You usually call the realtor up to follow through with the purchase.

The trouble here is that most business websites DON’T make it an effort to
entice their visitors to respond to their offers. They just list their contact
information down on a page and leave it as that (like anyone’s gonna call…).

The final method works hand-in-hand with the other two methods. The reason why
you want to collect your visitors name and email is because you want to follow-up
with him.

Obviously, no one’s going to give his name and email for no good reason. And so
you must offer something that is highly valuable to your visitor in exchange for
his name and email. It could be a free report, book, CD, video, coupons, discounts,
special offers, trial promotions, etc.

In my own live example, I’ve given you this 16-page report that is packed with
highly useful information that could be worth a fortune to your business. And I
truly believe that you can see the great VALUE I’m dishing out here.

So now that you have his name and email, you want to keep in contact with him and
continue to provide valuable and useful information in your email follow-ups.

Now as you continually provide such useful information, what you’re effectively
doing is that you are positioning yourself as the expert in your field. And guess who
he’s going to look for when he decides to make a purchase?

He’s going to look for YOU - the expert.

So he either visits your website to buy online (method 1), or he’s going to contact
your company for more information to finalize his purchase (method 2).

As you can see these three methods are highly effective ways to market your business
effectively on the Internet. But more often than not, you see 99% of business
websites out there FAIL in this crucial aspect.

If you have a traditional business website, what you normally have is a flaccid write-
up about your business products or services, information about your company, and
some contact information.

The entire website is about what the company is all about, how great it is, how big it
is, how long it’s been around, how it has freaking saved the dolphins, etc..

Yadda, yadda, yadda… BORING.

But you see, the trouble with traditional business websites is that it’s all about ‘me,
me, me!’ and it has nothing about what the customer actually wants.

         © 2008 Intellective Marketing Private Limited. All Rights Reserved

Now don’t get me wrong. It is obviously important to paint your business in a good
light. Credibility is incredibly important on the Internet. BUT you just can’t go
around blabbing about yourself all the bleeping time!

You have to ask yourself – “What can I give of VALUE to my potential customer?”

And when you can offer something of tremendous value to him right now and
position yourself as the go-to-expert in his mind, your business website has done its
job right.

You CAN’T do all this without a strong call-to-action, because then someone is
simply going to land on your pretty (ineffective) website and then simply leave. You
must get him to ACT right now. And then you’ll start to see results today.

                  Even BMW Singapore wants your Name and Email!

5. No Laser-Sharp Focus

                        If you notice, most business websites out there have no idea
                        what they’re doing at all.

                        Like I mentioned earlier in this report, most business
                        websites are designed around what the owner wants and
                        not around what the customer wants.

And that is a BIG mistake.

Your business website must be focused towards your target market. Because that’s
what your website is all about! It’s all about the customer and what he wants.

Studies have shown that if a web user lands on your website and he can’t figure
out what your website is about in 4 SECONDS, he will simply leave your website.

         © 2008 Intellective Marketing Private Limited. All Rights Reserved

So if your business website is one big mess with NO clear intended focus that is being
communicated effectively to the visitor in the first 4 seconds, you’ve just lost a
potential customer. (Buh-bye!)

So that’s the first component about being focused – you must communicate
effectively what your target market is seeking.

The second component about being focused is knowing how to direct your web
visitor towards fulfilling your call-to-action.

If you want him to fill up a survey, make sure the moment he lands on your website,
he is directed towards doing just that. Ditto if you want him to purchase your product,
give his name and email, request a free quote, etc.

Your business website must be focused, focused, focused towards your call-to-

But the ugly truth is most business websites don’t really have clue about what they are
doing. Most websites out there are just an ugly mess of links, graphics, and fonts that
are too small for a normal web user to read!

What you usually encounter on a traditional business website is some information
about your company, the products and services you have, and some contact details.

That’s really great. It’s the most basic thing a business website should have but it
accomplishes NOTHING.

What will happen is that your visitor will simply skim over what’s on your business
website and then leave (because there’s nothing else for him to do!). And maybe if
he’s really interested, he’ll contact you. Maybe.

Remember, your business website should be about results. And creating results is all
about taking ACTION. You want your visitors to take action.

And your entire business website must be focused on your visitor taking action today.
Not tomorrow, not the day after, but TODAY.

                     Argh! What the heck do you want me to do!?

         © 2008 Intellective Marketing Private Limited. All Rights Reserved

6. Links To Nowhere

                           This one is just plain dumb. Why the heck would your
                           business website have external links pointing to other

I’ve seen some business websites with links pointing to Google, Yahoo, or most
laughable of all, links pointing to their favorite personal websites.

Get this. People don’t care about what your favorite websites are. They’re on your
business website because they want to find more information about your
business. Plain and simple.

And the job of your business website is to give them the information that they want
and to initiate a call to action. That’s how your business website works to bring
you increased RESULTS.

If you have links on your website directing people away from your business, all you
are doing is giving people the opportunity to leave your business website.

You don’t want web users to leave your website. You want them to stay. And quite
logically, don’t give them the opportunity to leave your website by providing them
101 links to go somewhere else.

If you must have external links, they must be there for a good reason. For
example, if advertisers pay you very good money to place an advertisement on your
website, you may consider placing a link (but this is very rare).

Or if you have links pointing to other websites that you own which are relevant to
your business website. Maybe your business blog, or a helpdesk, or another product
offering, that type of things work fine. But rule of thumb, the less external links the
better. So your business website can FOCUS on your call-to-action.

Another thing about links is that you should never have any broken links on your
business website. You know, when you click on one of those links and you land on
an Error 404 page? It means your business website isn’t well-maintained or hasn’t
been updated properly, and that looks highly unprofessional to your customer.

So make sure all your links are working fine, don’t provide links pointing away from
your website, and always initiate a call to action.

                                   Error 404s – Bad…

         © 2008 Intellective Marketing Private Limited. All Rights Reserved

7. Thinking If You Build, They Will Come

                          This is a very common belief among many website owners
                          out there - that if you build a website, people are going to
                          come flocking to it.

                          Sorry to burst your bubble but NO ONE cares about your
                          website. They don’t even know it exists!

Building a website is akin to building a billboard in the middle of the desert. It’s
out there somewhere, but no one really ever gets to see it.

The Internet is so vast. There are billions upon billions of websites out there and
yours is just one of the many. How is someone ever going to find yours out of that

That’s where Internet marketing comes in. Having a great business website is only
one part of the equation, getting targeted, qualified traffic to visit your website is the
other. And you need BOTH.

It’s no use having the best damn website in the world if no one ever knows about it.
And it’s also not much use to have lots of people visiting your website, if it’s
designed in a way which doesn’t produce results.

You must promote your business website. You have to learn how to drive targeted
traffic to your website. And you can do that in two ways – online and offline.

Promoting your website online includes:

   •   Search engine optimization
   •   Pay-per-click advertising
   •   Article marketing
   •   Video marketing
   •   Affiliate marketing
   •   Viral marketing
   •   Social marketing
   •   All the other methods that I can’t fit in this report, etc…

Don’t worry if you don’t know what some of the above terminologies mean. I’m just
here to let you know that these are the fundamental ways marketers promote their
websites on the Internet to great effect.

But don’t make the mistake of just promoting your business online. Offline
marketing is also a VERY powerful way to attract customers to your business.

You can promote your business website in your physical marketing collaterals –
business cards, brochures, newspaper ads, magazines, posters, exhibition booths, road
shows, flyers, wherever you can stick your domain name, etc.

         © 2008 Intellective Marketing Private Limited. All Rights Reserved

Whereas in the past you were just sending people to a traditional (ineffective) business
website, now you have a website that is the hub of your marketing efforts; one
that communicates effectively with your audience and produces results for your

Can you see the difference?

                            The Intellective Process. Nice!

                            The Bottom-Line…
The bottom-line is all about RESULTS.

Is your current business website creating results for you, or is it just some limp,
flaccid, traditional online presence for your company that only serves to pay for your
web designer’s lunch?

Instead of a business website that does nothing for your business AND costs you
money, why not own a website that multiplies your marketing efforts and makes
you more money at the same time?

Wouldn’t that make much more sense to your bottom-line?

Of course it does!

The only question left now is WHEN do you want your business website to start
creating massive results for you?

         © 2008 Intellective Marketing Private Limited. All Rights Reserved

You see, after going through this report I am sure that you understand the logic
behind having a business website that actually works and the common mistakes
that are causing businesses thousands in lost leads, sales, and profits everyday.

If you don’t want your business website to fall into that same trap, then I suggest you
start work on creating one that brings you results. Today.

Yours truly,

Adam Wong

         © 2008 Intellective Marketing Private Limited. All Rights Reserved

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