Customer Reviews

Poor Richard's Web Site Marketing Makeover: Improve Your Message and Turn Visitors into Buyers

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I don't normally do reviews or read work-related books, so this has been an interesting process. After all, I sweated through college, marketing qualifications and I've run an internet business for three years, so why do I need to read what some American who I've never heard of thinks - after all, its not really relevant to a UK-based business... Wrong!

What a great book - I had to keep putting it down to make notes on changes needed for my sites. Marcia thinks about this stuff all the time, whereas most of us don't, and she really takes apart the whole site and marketing process. It's all about the detail, about how the site visitor sees our offer, one that we are over-familiar with but so often fail to get over in a few seconds. It is when you realise how massively you could increase the return on your objectives by making simple changes (what are the objectives of your website, by the way?) that you realise the power of this book.

Marcia takes you though all the elements of your site, step by step - why you have one, what you want it to do, the copy, design, style and real nuts-and-bolts stuff. Throughout she illustrates her point with screen shots of hundreds of sites - and there are some very well known ones in there that still fail to fully exploit the opportunity. Plus, a selection of make-overs - some seem minor, but have documented results, for example, $24,000 of extra sales in one month. Her style is very open, non-technical and moves at a pace that doesn't make assumptions on acronyms, jargon and your physical location - so often US books seem irrelevant to overseas readers. There are also lots of references to further reading, for example, on copy-writing, too many sites just lift pre-approved copy from printed brochures that fails in a new medium.

So, who should read it? Me, again, for a start. With specialist sections or even whole chapters for professional practices, membership or charitable organisations, local small businesses like B&Bs, organisations selling single or multiple products, there really is something for everyone. If you're the owner of a business, or the person that's directly responsible for websites in a business, you'll find it a useful read. Why not buy it for a colleague to read and report back on if you can't spare the time yourself? And the key point is change will not cost big money, so you really can see a return on modest spending - a couple of hundred pounds will make a difference to most sites. Perhaps that's the acid test of the book: whether you actually do anything after reading it that in turn actually pays off. If you don't do anything at all, then I think you've missed the point.

One thing that may put you off is the legend `Poor Richard's' across the top of the book and the cover style - I've no idea who Richard is, nor his pecuniary standing and the folksy cover may suggest the book's audience is low-budget, but this does it a disservice. Its also not expensive - ...

So, in summary, the chapters that make up 200 pages of readable and thought-provoking writing, are organised in two parts - site elements and then implementation. I make no apologies for including the chapter headings as they help illustrate the breadth and relevance of this book: Elements: the name plate; navigation/on-site searches; copy; who are we?; building trust; content as bait; gathering leads/members/subscribers; order forms/customer service and graphics/layout. Putting it all together: single product sales; multi-product sales; solo service provider; professional firm; advocacy organisation; event reservations; local businesses and internet services. This is followed by a makeover checklist and pages of further resources in print and online. Go on, read it, implement it and reap the rewards - and tell me if I'm wrong!

Mark Wibberley ...

I have purchased many books on web site design and usability, most of them more expensive than this one, and yet this book is the one with worn pages because I go back to it again and again. Many "how to" books give you plenty of tips but never tell you what to do with them. Not this one! This book gives you sound, no-nonsense advice about what works on web sites and what doesn't. Part 1 clearly explains the "hows and whys" of crucial web site elements, while Part 2 tells you how to put what you learned in action. And as if that's not enough, you also get real life examples of how it all comes together, whether you're selling products, are a one-person show working out of a home office, or a large corporation. I was so impressed with the level of knowledge demonstrated in this book that I recently participated in Marcia Yudkin's (the author's) Web Marketing Makeover mentoring program. If you want your web site to bring in business you should read this book and religiously apply what you learn.

There are so many books on designing websites available today that it is easy to be overwhelmed by the sheer volume. Among these it is rare to find one that really stands out from the crowd. Marcia Yudkin's "Website Marketing Makeover" is an exception to this rule. She avoids a lot of the fluff that tends to be in other books and gets right down to the nitty-gritty of website design. One of the things that I particularly liked about the book is that she not only provides advice but also provides the means to actually accomplish the goal. For example, most of the website design books discus the need to see what your website looks like using different browsers. Marcia's book also makes this very important point. However, she not only makes the point but also points the reader to software and websites that can help determine what your website looks like in different browsers. When other books are saying what to do without telling you how to do it, Marcia is showing you how.

From beginning to end, Marcia lucidly explains what works, what doesn't work, and why. Although it is predominantly focused on how to "turn visitors into buyers" and so is most appropriate for a site that sells something, there is a lot of information that is also appropriate for any site including purely informational ones. "Poor Richard's Website Marketing Makeover" is a highly recommended read for anyone looking to create or improve their website.

My mind is spinning; this book is awesome! I have been successfully selling on the web for 2 years and have even paid some "big names" to critique my site, but I have found TONS of ideas and changes I need to implement as soon as possible. Ms. Yudkin writes in a specific, down-to-earth manner; her suggestions make SENSE and she includes many before-and-after examples. The advice in this book will undoubtedly save me time and increase my sales.

I have been procrastinating in upgrading our website so I figured I'd read a few books... a great way to procrastinate some more. Well Marcia writes in a step by step practical way, creating a marketing foundation first then getting to the beef. I'm now educated and inspired, have a notebook full of notes and ideas that I'm actually implementing. It's getting done. I'm actually recommending this book to friends who are redoing their marketing message since the first two chapters do that so well... great book, not heavy, beefy info.

If I could give this book more stars, I would.

Marcia Yudkin's advice is always right on target, and her prose is readable for even the most stubborn of audiences.

I refused to start the revision of my company web site until after I had read this book, and I was right in doing so. Marcia completely turned my head around on so many different topics that I radically revised my plans to the benefit of the site.

I think that we're all so accustomed to what "IS" on the web that we usually can't imagine what "SHOULD" or "COULD" be. Read Marcia's book to find out.

I've passed my copy to another marketing professional. She'd better give it back!

This book tells both new webmasters, as well as those with a bit more experience, how to make their websites fresher and more appealing to visitors. More important--it tells you how to keep them coming back!

It's all in clear language, written for real people who happen to have a website for their small business or nonprofit org. You don't have to be a geek to 'get' this message!

If you ever tried selling online (and were disappointed with the results), if you have been successful and want to be more successful, or if you have ever thought about selling online - this book is required reading if you want to succeed.
Yudkin is a world-class marketing expert and her suggestions are solid and doable. Best of all I have tried her suggestions - and they work. Her easy style and practicle suggestions make this one of the best web site marketing books available.
Anyone serious about selling on the web needs this book.

This author provides get-to-the-point information that really helps. She provides a way you can articulate how you want your business perceived, and we even realized we needed extensive design refinements to our business logo! Now the logo truly reflects who we are. You don't need to wonder "but what about?..." because Marcia has already thought of it & it will be in the next paragraph or chapter. An astute lady with powerful insights to share.