Generally speaking, Internet marketing is basically divided into four parts: theme determination, competitor research, website layout, and website promotion.
In China, most webmasters already have a certain degree of experience in theme determination, competitor research, website promotion, etc. However, looking at the layout of each website, except for very well-known websites, most websites are very weak in this aspect. Since I am engaged in online marketing in the training industry (Chengdu Longwo Education), I have done some research on website layout and goal guidance in the training industry. Here, I will share my humble opinions on page layout with everyone, and the shortcomings. Please correct me.
There is no doubt that the earliest start-up in the training industry is Beida Jade Bird. Most of their website layouts are exactly the same. They will emphasize the following points: "authoritative", "professional" and "long-established". Perhaps in our eyes these are Hype and advertising-like things, but from the perspective of the target group in the training industry, these are all one of the ways to increase trust; and class opening information, professional introductions and common FAQs will definitely be at the forefront of the website, in the largest Provide a general introduction to the information and proactively create questions (FAQs).
As for Lawo, the training institution where I am currently working, the layout of our page is still somewhat different from that of Beida Jade Bird. Our survey found that many target groups are in a relatively confused state. The main concern is not the quality of the school (not that they don’t care). They are all concerned about whether the training courses can develop well. To put it bluntly, The best way is to make more money, so the first thing we put at the top of the website is the course introduction. Of course, our website still needs to be improved in terms of copywriting. In many places, we fail to guide the target audience to click the "Consultation" button.
In the middle part of the website, we have placed four columns. On the one hand, it makes the target group feel that we teach students in accordance with their aptitude. On the other hand, because the target groups in the training industry have different levels, the copywriting they can understand is also different, just like me As mentioned in "Baidu Downtime Made Me Understand the Various Limitations of SEO in the Training Industry", some of our target groups cannot even spell the word Google, so in order to avoid the loss of traffic due to copywriting, we The column is deliberately placed at the front.
Next is Employment Stars, which directly reflects the school's teaching quality. In fact, this is the column most conducive to improving trust. Unfortunately, although we are good at employment, we do not have dedicated personnel to follow up later, resulting in a serious shortage of resources for this column. It is a pity. ! Although people looking for training schools are active learners, they still need a lively and energetic learning environment, so student activities, teaching environment, etc. will be fully displayed on the homepage.
Everything else is basically the same as the Beida Jade Bird. I think the most essential idea in page layout is "thinking from the customer's perspective", just like a famous saying: "Selling things from your own perspective is called marketing, selling things from the user's perspective is Call it marketing!” What are our core competencies? What can increase users’ trust in us? How to write copy to arouse users' interest and make them take the initiative to ask questions? After deeply thinking about and solving these problems, we will make great progress in terms of website layout and goal guidance!
Of course, what I’m talking about here is a general direction. In terms of layout and goal guidance, there are still many details that I need to explore. I don’t want to be thought-provoking, but I just hope that this article can bring you a little inspiration. , this is enough.
(From: Internet Marketing Research Observation http://www.duduct.com/ )