The good news is that I am not going to charge you for this information. I am just going to give it to you.

Granted, it may require some work on your part to implement this little jewel, but you already spend untold hours searching for new business, right? While implementing this suggestion might require a few hours work on your part, it will continue to pay its dividends through long-term future.

If instead of building your own site, you employ a web designer to do your HTML work for you, this suggestion will cost you a few dollars to get additional website work done.

Let me reiterate. This step will result in a 25% increase in your sales. As far as I am concerned, your web designer should do as you desire him/her to do, or he/she should be replaced with someone who will. If I am paying someone to do a certain type of work for me, then they should do it as I require it to be done.

As you begin to undertake this task, you may discover that you may need to find another web designer. Even when you are paying money for web design work, many of you will find your web designer fighting with you as to whether this step is important to your success or not.

Let's put this into perspective. Your web designer knows how to build websites. Knowing how to build websites does not necessarily lead to knowing how to market a website or how to sell products.

You will shortly understand why web designers fight this suggestion with assertions that it will not make a difference for your online sales. No matter how strongly they may argue their point of view, 25% is a big chunk of business to give up to let them have their way.

Nearly every web designer I have ever talked to uses software to build websites they build. If you are building your own website, you likely use software as well.

There are many packages these folks use including: FrontPage, Dream Weaver, Home Page or dozens of other variations of this software.

While software may be efficient for building What You See Is What You Get (WYSIWYG) web pages, quickly and easily, these software packages have many disadvantages as well.

One disadvantage is that software creates dirty HTML, which in effect is act of placing too many HTML tags in code. Often times, dirty HTML is best understood by looking at code with an educated eye and seeing sets of HTML tags where they are unnecessary.

Though this is ugly for editing and can take additional seconds for your viewer to download, that is not real source of problem we seek to repair. But, do remember this point as we move on. Dirty HTML is "ugly for editing."

It is now time for some Bill Gates' bashing.

Back in 1996, Bill Gates finally pulled his head out of sand and realized future for software market was on Internet. In a mad dash to catch up, Microsoft created Internet Explorer to compete with Netscape Navigator. Until this point, Netscape dominated Internet browser market.

Both can lead to sales, however they should NOT be treated same.

Targeted visitors are people that have either found your site through a search they conducted, have clicked on a link from another web site, or have clicked on a link in an ad you placed or article you wrote. These are visitors that already have some idea of what your site offers and have come to look for more information.

Non-targeted visitors come from guaranteed hits purchases, surf for hits or pop-under exchange programs, and other similar methods. These visitors are seeing your site without prior knowledge as to what your site is all about.

Non targeted visitors are just as viable potential customers if you recognize that they must be treated differently.

SETTING UP FOR NON-TARGETED VISITORS

At this time I'd like you to seriously consider setting up a special page on your site for non-targeted hits. Other visitors that come to your site through advertising are already giving you their attention and will be looking for whatever it was about your ad that attracted them. They are already a step ahead of non-targeted visitors.

With non-targeted visitors, you must GRAB their attention just same as you grab people's attention with your advertising.

The goal with your special page is to give people a reason to stick around and visit rest of your site, NOT to start them into sales process, at least not in same manner. Remember, at this point you are just a pop-up or an extra site to what they are already doing in most cases.

Write your special page for non-targeted visitors much like you write a classified ad. Use an ATTENTION grabbing headline followed by a reason why they should give you their INTEREST. Then create a DESIRE for them to know more about you, and an ACTION for them to take that leads into rest of your site.

Do those words sound familiar? Attention, Interest, Desire, Action? AIDA is popular formula for writing classified ads.

START GENERAL

You never know what a non-targeted visitor might be doing before they run across your site. If they are searching for information on ezine publishing and all of a sudden your site on fine tuning meta tag keywords comes up, they will click your site down immediately thinking they had mistakenly gone in wrong direction.