• Why Your Business Should be on the Web
• Introduction to Digital Media Solutions Ltd
• What is the World Wide Web
• Using Technology as a marketing Tool
• Getting Connected To The World Wide Web
• How to Choose a Designer
• Internet Trends & Statistics
• Taking a Closer Look at Success
• Opportunities For Your Company on the Web
• Getting Started & Dealing with Agencies
• Ingredients For Success
• Targeting: Internet marketing
• The Proposition: Content & Copy
• The Design: Layout & Image
• 10 Steps to a Successful Site
• How We Can Help Your Business
• The Services of Digital Media Solutions Ltd

Content is all the information that makes up your site. It can also be expanded to include everything else included on your site such as links, images & buttons etc.

Community is the group of people who regularly visit your site and view it as a useful resource . This is important for a number of reasons:

1. They Bring in new customers through recommendations
2. Increase your brand
3. Maintain customer loyalty.

The content of your site needs careful consideration. This is the reason people are visiting your site. They are looking for good information.

You should decide what information you want to include at the brief stage. Alternatively you can complete your brief and let the agency advise you on suitable subjects.

Due to the enormous amount of information already on the web, you need to make yours stand out from the crowd. Therefore not only do you need to get your message across - but you have to do it in a unique and compelling way.

This will encourage visitors to return on a regular basis to your site which should result in a purchase. They then become a member of your community.

Here are a few suggestions for interesting content:

• Product/Service Sales Information
• Info & contact details for key personnel
• Price list, ordering & information
• Technical specifications
• Annual Report/Accounts
• Product Research & Development
• Free Reports To Download
• History of your company, product, industry
• Articles/Press Releases
• Competitions/Online Games
• Links to other related sites & resources
• What's New: latest updates on your web site
• Frequently Asked Questions
• Free Online or email Newsletter

Once you have decided on the content, it is the job of the agency to edit your text into marketing copy. This is the use of words to enhance the appeal of your product by emphasising the Unique Selling Proposition (USP) and appeal to the "what's in it for me" factor (WIIFM) of the potential customer.

The unique selling proposition is the benefits that make your offer stand out from your competitors. These benefits could be lower price, better service, longer warranty, interest free credit, hand crafted etc., etc., etc. These benefits must answer the basic motives of the prospect, which is - "what they are going to get from the product" These factors are put together using the AIDA formula, which is as follows:

ATTENTION

INTEREST

DESIRE

ACTION

This formula builds the copy up to a peak of persuasion, leading the casual visitor, step by step, up to the point where they can be directed to take further action such as placing an order or contacting you NOW.