If you’re a big company, you may put up a website just to have an online presence. These websites are frequently full of colorful graphics and whizzy animations, are difficult to navigate, and contain almost no useful information. They are the Superbowl ads of the web. Very expensive, seen by millions of people, and do little except get the company’s logo in front of as many eyes as possible. Check out Coca-Cola’s site for an example.

For a high-volume product or service that appeals to a broad market (like Coca-Cola), this strategy makes sense. Everybody knows what Coca-Cola is and what it tastes like. And Coca-Cola drinkers span age groups, regions, and occupations. Anyone could be a Coca-Cola customer.

But small businesses work in narrow, targeted markets. And when someone comes to your website, it’s most important that you tell him how what you do benefits him. Good copy does not “communicate.” It sells. It does not address a mass market, because it’s direct-response copy. This copy speaks to each individual visitor to the site. And it asks him to do something that takes him to the next step in the sales process. After one visit, he may not yet be ready to finance your next vacation to the Caribbean. But even after one visit, it’s important that you begin a business relationship with him.

And this is the “selling” part. Maybe you want him to buy your entry-level product. Or to sign up to your e-mail list. Or even to pick up the phone and call you. Or even just to fill out an on-line survey. Your website is part of your sales process.

And like other parts of the sales process, it may be part of a complex sale. You may need to provide him with lots of information, show him how your solution solves his problems, answer his questions, address his many fears and concerns. And above all, establish trust that you’ll come through for him.

You may have noticed, this free report you’re reading right now is designed to do these things. It provides information, shows you how to benefit from your small-business website. At the same time, it demonstrates how important are the expertise I provide. In fact, I structured this report based on actual sales conversations I’ve had with actual small business owners!