Motive-Directed Design™
You want a website that attracts qualified traffic and converts a large percentage of visitors to buyers for a better website ROI. Motive-Directed Design™ is a simple and effective website marketing strategy. Here is how it works:
Agenda Anticipation™
The most important observation you can make about today's web traffic is that people invariably arrive at your web site with a specific agenda in mind. When you know that, it becomes clear: your web site should concern itself entirely with helping your visitor carry out the agenda she arrived with. More…
Relevance Routing™
The bane of the visitor with an agenda is irrelevant content. Your bane as the person responsible for the success of your company's web site is the qualified buyer's failure to detect the relevance of your content! The cure to both banes is Relevance Routing™. More…
Outreach Orientation™
Your customer arrives with motives fully formed and intact. When you know that and you understand what those motives are, then you can make it your business to gratify them. More…
Motive Mining™
From your perspective "conversion" means you make a sale. From your buyer's perspective it means "mission accomplished." The key to helping your buyer accomplish her mission is understanding the motives that set her on that mission and drive the way she goes about it. More…
Architecture
Motive-Directed Design™ crafts your entire website around the goal of attracting qualified traffic that buys. This architecture
- is the embodiment of Outreach Orientation™
- is achieved via Relevance Routing™
- is based on insightful Agenda Anticipation™
- is informed by empathetic Motive Mining™
At the same time, this architecture supports aggressive natural search engine optimization!
Summary of Motive-Directed Design™
If you can anticipate someone's needs, then you can act in perfect accordance with them.
The very essense of Motive-Directed Design™ is that your customer's needs are your needs,
and in a very real sense they certainly are.
Your web site exists to serve your buyer's needs in a
way that is unobtrusive, humble and perfect. Your customer's wish really is your command.
You want to make each visitor's dream come true by providing the perfect opportunity at every step.
The goal of Motive-Directed Design™ is Buyer Nirvana.
An easy way to remember the elements of Motive-Directed Design™ is to notice that their initials
spell the word "aroma". So you could think of Motive-Directed Design™ as "AROMA therapy" that is
extended to the much beleaguered buyer, providing comforting relief from the irritating tedium of irrelevant content.
AROMA therapy restores the buyer's faith in search engines and reminds her that the internet is a fine tool.
It bathes the buyer in good vibes and feel-goods, producing Buyer Nirvana.
The climax of AROMA therapy is when the buyer gets her biggest reward: your product!
Next: The key to making your visitors this happy is Agenda Anticipation™
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