Chapter 11
Building a Website That Engages and Sells
IN THIS CHAPTER
Managing your brand identity on the web beyond the messaging of your own site
Creating a strong website for engaging customers and building relationships
Using design elements that enhance the stickiness of your website
Developing a web marketing strategy
Driving sales with landing pages, PURLs, blogs, and more
Making money off web traffic
Not all that long ago, websites were little more than digital brochures that simply served as informational pages about a business, its products, and how to contact it for more information. Now, websites have become dynamic communities where ideas are shared, advice is given, and live engagement takes place. More importantly, consumers have come to expect websites to be a place where they can get comprehensive information about a product and the brand and engage directly with brand ...
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