The Simplest Formula For Web Profits

There's a million websites, books, and products out there that complicate online marketing. There are very few that simplify it.

Yet in reality, online marketing is simple — and when you understand this, you can be of much greater value to your web-writing clients.

You’ll be the one who can wade through all the B.S. and get straight to the point … which them is results … and for you is bigger fees …

And that's the point of all this, right?

So, let's look at how you can bring maximum value to your clients with "The Simplest Formula For Web Profits." But first, let me sidetrack for a moment to show you why I was forced to discover this, quickly.

Learn The Formula Or Lose Your Job

I got my start in marketing and advertising taking over as the marketing guy for an IT career-training publisher. They'd grown mostly on word-of-mouth and referrals, and a strong sales force. Their email marketing to their in-house list was rocking and rolling, and paying the bills with one-off sales. But, pretty much all external online marketing was breaking even at best, and often losing money.

From day one — even though I had ZERO experience marketing online or off — I had to make their marketing work. So over the next few years, I "learned by doing" and helped the company more than double in size, landed them a spot on Inc. Magazine's list of America's fastest growing companies, and accomplished feats like taking their AdWords spending from breaking even to consistently earning 400% ROI.

But, I didn't start with all that success.

See, along the way, I picked up every little tip, trick, and tactic I could for more effective online marketing. Yet until I discovered "The Simplest Formula For Web Profits," all I could manage to do was create a patchwork of tricks and tactics that didn't add up to much. I wasn't getting results.

And, whether it was the case or not, I felt like keeping my job hinged on making my marketing more effective. So, I had to find something that worked and worked big, instead of stabbing in the dark, day after day.

(I'm sure you recognize the "stabbing in the dark" approach — it's where one day you're trying to get 1,000 Diggs … The next you're posting attempts at viral videos to YouTube … Then you get all hopped up on Twitter because that's where everyone is at … Then you gotta get your own Facebook Fan Page … Forever chasing the latest trend with no substantial results.)

But, when I discovered "The Simplest Formula For Web Profits," I was able to break free of the hamster wheel of new web marketing tricks and tactics — and finally integrate them into a strategy that worked.

All my marketing was more focused, and that's when I started getting better and better results.

So, let's look at the formula — and see how you can apply it as a web writer and online-marketing consultant.

The Formula, Revealed

So, here it is: "The Simplest Formula For Web Profits."

Qualified Traffic + Consistent Conversions = Web Profits

Simple, right?

I told you! This is "The Simplest Formula For Web Profits."

Let's look at each element just a little deeper — and see how your web writing can help with each.

Qualified Traffic

This is all about bringing people to your website. But, not just any people.

If your client's products are all about meditation and spirituality, and you bring a bunch of rabid home-improvement enthusiasts to their site, there's a mismatch. That's not qualified traffic.

Yet, for that same client, if you're able to bring a flood of website visitors who are ready, willing, and able to buy products about meditation and spirituality, you have the first half of the web profits equation down.

That's what attracting qualified traffic is all about — bringing people to your client's website who are ready, willing, and able to consume information about their niche and buy their products and services.

You have a number of skills as a web writer that can feed qualified traffic to your client's website, including writing articles and SEO-focused press releases to be published around the Web, doing on-site SEO writing, writing blog posts, creating Pay-Per-Click ad campaigns, and writing effective marketing emails.

Each of these can be used to drive qualified traffic your client's website, and fulfill the first half of the web-profit equation.

Yet, that's not the whole story …

Consistent Conversions

You're not guaranteed to make any money if you just attract traffic to your client's website. In fact, if each site visitor is costing your client money (such as with Pay-Per-Click advertising), you could be losing them a lot of money quickly unless you also get the second half of the web-profits equation right.

Because a whole bunch of eyeballs without any conversions isn't worth anything.

Quick diversion — there are actually two types of conversions you can help your client with, and one leads to the other.

  • Registration conversions. This is where the website visitor doesn't actually buy anything — but they do give their contact information (name, email address) and permission for future follow-up, such as subscribing to a newsletter or requesting a special report and email course. These are super-valuable conversions because they build a list of interested prospects the clients can contact again and again to spur the next type of conversion.
  • Sales conversions. This is where the web-profits equation is fulfilled. So, you get your client qualified traffic to their website, and the visitors either purchase immediately, or they register for future follow-up and then make a purchase. Either way, the point at which they turn from visitor to buyer is where web profits happen.

So, let's go back to the consistent part of "consistent conversions." For web profits to happen, you have to understand that a certain number of qualified visitors will turn into a certain number of transactions.

For example, through tracking and analytics, you might discover that out of every 100 people you send to the site from a specific Pay-Per-Click ad campaign, 10 register for your client's newsletter. And out of those 10, four will make a purchase in the next three months.

So, you can do some basic math — if the average purchase is $50, multiply that by four to see that those 100 visitors will generate $200 revenue within three months of clicking on the Pay-Per-Click ad. So, your spending on Pay-Per-Click to get every 100 visitors should be less than $200 — or $2 per visitor. To find this out, you have to track and determine how consistent your conversions are — and make your investment in driving qualified traffic based on that.

How To Use The Formula To Increase Web Profits

So, if …

Qualified Traffic + Consistent Conversions = Web Profits

 … There are three ways to increase web profits:

  • Increase Qualified Traffic to your client's website
  • Increase the Consistency of Conversions — get a higher percentage of visitors to turn into buyers
  • Do both!

Here's a little hint about applying this in your career as a web writer. Clients often don't quite understand this simple equation — they also suffer from "stabbing in the dark." You can justify higher fees and get them better results by taking the role of strategic consultant and recommending ways to increase qualified traffic, or increase the consistency of conversions — or both!

With your web-writing skills, you have the ability to do both and bring your client more value. It just takes remembering both parts of the equation.

The Professional Writers’ Alliance

The Professional Writers’ Alliance

At last, a professional organization that caters to the needs of direct-response industry writers. Find out how membership can change the course of your career. Learn More »


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Published: March 24, 2010

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