The idea was that if people needed Internet Explorer to see certain web pages, then surfers would decide to give up their Netscape browsers for Internet Explorer browser.

Today, Netscape exists as red-headed step child subsidiary of AOL. Netscape exists only as a bargaining chip in AOL's pocket when negotiating deals with rival Microsoft.

So, here we come to point of this story. Prior to 1996, Netscape was loved world over. Today, Microsoft's Internet Explorer basically owns market and has done so since about 1998.

Folks who have come to web since 1998 generally use Microsoft's Internet Explorer as their browser of choice. Folks who have been on web since before 1996 generally stay with Netscape browsers.

Remember how Microsoft began to create their own set of HTML codes that would not be easily compatible with other browsers? Ah, we are to meat of this deal.

Web designers and their web page creating software focuses on being compatible dominant browser in marketplace. What this means is that a great many web pages cannot be read or seen in Netscape browsers.

In a recent month, one of my domains had 6604 page views. Only 5285 of those page views were seen by Internet Explorer users. The remaining 20% were seen through another browser!

No matter domain visited or month viewed, these numbers seem to hold up to test of time.

If your website is not viewable in non Internet Explorer browsers, then 20% of your current traffic may not be able to view your site and must move on to another site to find what they are seeking. They were at your site --- you have already successfully attracted their attention --- but they could only see a blank page when they arrived.

It is like taking a $100 bill and breaking it into twenties and then flushing one of your twenties straight down toilet! Getting that $20 bill back is same as increasing your income by 25%.

So how can we fix this quickly and easily? I have fixed many such pages in times past and in nearly every case, problem can be quickly identified in table HTML code. Yes, Microsoft does in essence use exact same HTML as does Netscape, with a few extras thrown in.

Where Internet Explorer differs from Netscape is actually pretty clever. Netscape browsers require that all tables are presented with accurate opening and closing HTML table element brackets. Internet Explorer differs from Netscape by not requiring perfection in HTML code. Leave off a closing table bracket and Internet Explorer will show table perfectly. Leave off closing table bracket in Netscape and Netscape will deliver a blank page!

Nearly every web designer on planet utilizes table elements in their design. Remember point about Dirty HTML? Now you know why web designers get very frustrated when you tell them that your web page must be cross-browser compatible. If a web designer wants my money, he had better be prepared to give me a cross-browser compatible web page so I do not have to lose access to 20% of my market because of incompatibility issues.

Do yourself a favor. Get a copy of a Netscape 4.x browser and make certain that your website presents its contents to Netscape users. If you cannot see your website in Netscape 4.x browser, time has come to fix your website so that it will.

If you do not believe that 20% of us who use Netscape browsers are worth much to your bottom line, I have a suggestion. Fix you website because I asked you to and then start sending me $20 bills that you have been flushing down toilet.

KEEP IT SHORT AND POINTED

Remember to keep all of elements of AIDA in first screen shot on your web page. By this I mean what will be seen by site visitors without having to scroll down. Some pop-under programs don't open full size windows either, so get to point fast, essentially one or two short paragraphs for each of AIDA elements.

Now obviously that would lead to a VERY short web page. However, just because you cover everything briefly in a few lines first doesn't mean you can't then expand on those topics. Get it out quick so it can all be taken in on one glance, then go into further details for those that have decided to give you their attention.

From there, either lead directly into your main information or link them to other pages on your site.

When creating a special page for non-targeted visitors, do it with only ONE goal in mind, leading them to next step. The next step may be to continue reading further down page where your sales copy is, or clicking to another page on your site, or merely subscribing to your ezine. Whatever it is, focus on that one thing and give them a reason to take that action.

ONE LAST THING

Whatever you do, make your page fast loading! Don't use a bunch of large graphics and five miles of text that takes 15 seconds to load up. You'll lose a lot of people this way. Keep it simple so your headline literally pops right up and commands attention. Don't add pop-up windows to your page either. This will only confuse things and draw attention away from your main point.

Guaranteed hits and Free hits programs can make a difference for your business if you target them right way. Like anything, it just takes right strategy and a little planning. Once you get set up correctly, it can open a whole new aspect for promoting your business.

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Written by Joe Bingham, Editor of NetPlay Newsletters NetPlay: THE Ezine for READERS! http://www.netplaynewsletters.com -------------------------------------------------------------------