When we hear from business people who ask about changes to their
website, usually the conversation goes like this. "Can you take a
look at my website? I want to increase the traffic. I don’t seem
to be getting many people to the site and don’t get any business
from it." I look at the site, get back to them with suggested
changes and additions, and talk about what it takes to drive
traffic and sales on the web.
They consider the proposal and say to go ahead. They also ask,
"So is that all I have to do? Am I done then?"
Then the resistance factor takes over. Websites are something
they don’t understand, can’t do themselves, but think they need,
and consider just another expense. It’s like having a tooth
pulled…they just want to get it over with.
There is so much hype from people that have something to sell
that will "revolutionize your business" or "allow you to make
money easily without working for it". They imply, if they don’t
say outright, that you put up a site and immediately started
raking in the money, the leads, the sales. It does happen
sometimes. But do you want to depend on luck? It can take up to 2
months for the search engines to discover your site and if you
have broken any of the cardinal rules in the content or technical
end of your site, they might not be back. Then again, just
because people find your site, doesn’t mean they are interested
in buying what you have to sell.
If you think of your virtual business as being an integral part
of your bricks and mortar business, it makes sense to work on it.
It should receive the same attention to grow and evolve. Think of
it as a pipeline to deliver qualified prospects or as an
opportunity to create another, not so hands on, income stream
that completes sales electronically. It’s a chance to reach
clients who may not be attracted to your more traditional
marketing and advertising.
1. Plan to either pay someone to work on your site on a regular
basis or have your site designed with a content manager so you
can easily update the site yourself. If you have to hire someone
to make every little change, are you going to do it?
2. Decide what you want to call each page of your site. Write
each name on a separate piece of paper and lay each out on the
floor so you can see if the navigation of the site makes sense.
3. There is a good reason that most sites are laid out with
similar navigation. It works; so don’t try to redesign the wheel.
4. The area of your site that fits in your browser without
scrolling is the most important part of your site so put what’s
most important to your customers, in that space.
5. Less is more, especially with website copy. People scan
websites so consider that when writing and designing the layout
of your copy. If you can’t tell visitors everything, at least
tell them the things that are going to persuade them you can
solve their problem.
6. One topic on one page. On a website there is no one door to
access your business, there are as many entrances as you have
pages. Help the search engines figure out what each page is about
by being as specifically focused as possible in the content of
each page.
7. Add content on a regular basis to encourage the search engines
to keep coming back to your site. The single greatest reason that
people search the web is for information. Give good information
to them and they will come back and bring their friends.
8. Hire someone experienced in SEO to do your html titles and
meta tags once you have your basic site content done and your
site is live.
9. Create multiple opportunities for people to find your site by
encouraging other relevant sites to link to your site.
10. Above all, keep looking for chances to promote your site
whether it’s through articles you write and share, networking
events, trade shows, or in traditional marketing & advertising.
Change is a given. Life changes, people change, their wants and
needs change. Successful businesses look at current results,
watch trends, examine socio-economic factors, and look for
opportunities. Responding to these opportunities requires non-
stop marketing and modifications to keep appealing to, and
redefining your niche. The greatest advantage a small business
has is the ability to turn on a dime. You can write the ending
of your own story in any number of ways but if you intend to stay
in business, marketing must be written into the script!
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