Most website design companies will tell you there are two areas of expertise they provide for the development of your website: programming and design. They will also make use of keywords to enhance your website’s search engine placement. Most also offer search engine optimization (SEO) to further drive traffic to your website and probably have the know-how to set you up with pay-per-click programs and social media. If you ask the typical website design company to write your copy, they may think they can write good copy but have no idea what marketing strategy really is or how to create powerful content. Almost all website copywriters

lack the proper training and adeptness to prepare content that will separate their clients from their competitors and bring their clients an abundance of business. Rather, they load their clients' websites with platitudes, generalities and fluff like their clients' competitors do that make no impression and fail to provide a convincing response to the most important question a website needs to address — specific reasons why their prospective client should choose their clients' business over all other options that exist.

Therefore, if you want to significantly grow your business, you must make sure you have a superior marketing strategist on your website design team who knows how to separate your business from your competitors so YOU get the business.

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What Should Your Marketing Strategy Be for Your Website?

Most businesses confuse tactics with strategy. Your Tactics are the execution of your marketing plan. Among the components of your tactics include media selection, action planning, and budgeting. Your strategy, on the other hand, includes defining your target markets and determining what to say and how to communicate your message to each. An effective strategy is one that delivers the right message at the right time to the right people. It requires having something great to say and saying it well. Perhaps, the most serious fault of nearly all website design companies and the vast majority of healthcare providers is the failure to understand that strategy is at least equal to, if not senior in importance to tactics. Thus, many healthcare marketers mistakenly focus attention on strategy. As a result, their websites, and other marketing efforts fall short of their potential in terms of results.

Business Builders' Competitive Advantage

Business Builders' Formula for Market Dominance should drive the development of your website content. This formula's components enable us to separate our clients’ practices from their colleagues so our clients get the business rather than them. Having this skill separates Business Builders from virtually all other companies involved in website development. The result is our clients are able to take business away from their competitors because we provide our clients messaging that makes their practices stand out.

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How to Ensure You Have

Got It Right

So, how can the copywriter be sure your target market will be in agreement with your website’s content? To do so, the strategist needs to know exactly how your target market thinks, be sure what their emotional hot buttons are, and be skilled enough to deliver a message using the right emotional attitudes so your audience's attention is captured and engaged. If the strategist has any uncertainties about the mindset of your target markets, your strategist must be skilled in conducting surveys that will uncover exactly what the strategist must know. This individual needs to comprehend The Formula for Market Dominance, understand what questions to ask and to whom, and how to use their responses. Then your strategist needs to know how to employ logic that justifies their audience's emotional hot buttons. Achieving this requires a tremendous understanding of consumer behavior that almost all website design companies lack.

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