The real reasons why new businesses need a website.
"We Only Have A Website Because Everybody Else Does!"
Amazing but true, you still hear this said by some business owners who refuse to believe it makes a difference - because they havent been looking after their site!
"Weve had ours done", is another remark you hear, which of course just means theyve finally paid up for a website design that has some dodgy graphics, uploaded product images and company information with a shopping cart for purchasing.
After several months they finally got their Marketing Director to write some unreadable copy jargon and confirm title page tags and they wonder why visitor traffic is poor or they dont seem to stay. This of course, just justifies the opinion that company sales are unaffected by having a site so why go to all the expense of maintaining a site when results are not forthcoming?
Or maybe an initial online marketing campaign began with good intentions, investing time and a budget to test for SEO keyword phrases but now the MD wants to know why the site has dropped and only ranked on Google page four!
The problem is that many sites are built without a clear goal in mind. They also need to be kept frequently uploaded with fresh, relevant content and fully optimised to clearly target niche consumers. Above all else, they demand to be monitored constantly and analysed for changing patterns of visitor behaviour.
There is very little point in devising a major email marketing campaign to an ambiguous database or directing potential visitors to a website that is neither user friendly, or unclear who it is for and you are unable to engage or interact, e.g. opt-in to receive a newsletter, discover more about products or services, etc
Businesses must realise that their website should be a multi-functioning interactive facility not just an uploaded brochure or box-shifting sales point.
The goal of a website is not to generate as much traffic as possible! It is to attract relevant, targeted and quality traffic who visit because they choose to and will take the desired actions on your site when they arrive, e.g. get in touch, make an enquiry, request to be updated.
Importance lies with new sales leads, consumer satisfaction, more newsletter subscriptions or completed surveys. These are all measurable goals that impact on future marketing decisions.
Your website design and online marketing company should advise you that its time you need a formal usability analysis so you get to think like your target audience! What do they want to see? What information do they need? Why are they even visiting your site?
It may mean a redesign or new content sections. Sometimes its even better to scrap the old site and start from scratch! The key strategy when you build a website is to keep your users in mind!
Daren Bach
Provoke Online Marketing
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