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The water purification salesman had been talking to us for what seemed like
hours. During a lull in his monologue, I asked if he had a website.
"Yes. In fact, we are the only independent distributors of this product
who does," he proudly beamed.
"So you get a lot of leads from the website, then?" I asked.
"No, actually I don't think we've gotten a single lead from it,"
he replied.
"Then why do you have a website?" I wanted to know.
"To have a presence on the Internet."
A few days later, our home inspector was giving us an update on the state of
our house. We had bought it a few years earlier in winter, when snow was on
the ground and on the roof, and we thought an update would be a worthwhile investment.
"Do you have a website?" I asked.
"Yes, I do. But, I don't think a single customer found me that way."
"Then why do you have a website?" I asked.
"To have a presence on the Internet."
A lot of entrepreneurs and small businesses are sold on paying for a website
because it is important to have a presence on the Internet. For many businesses,
that is true. But what does "a presence" mean?
Would you open up a store in the corner office of the fifth floor of an office
building, or would you open it up in the mall?
Would you leave the windows bare, or would you fill the windows with merchandise
and open the door to make your store inviting?
Would you ignore customers when they enter the store, or would you carefully
place merchandise and staff to maximize the revenue from each visit?
"A presence" is only valuable if the website serves a purpose, if
it fulfills its goals. Just sitting there, somewhere in cyberspace, is not a
sound business strategy. An experienced website marketing consultant can help
you determine what goals, if any, are viable for your business website.
Here are a few of the goals you might want for your website:
Online pamphlet.
If you connect with customers by telephone, this is an ideal way to instantly
deliver a pamphlet to them. No mailing, no delays, they can even call up your
information while you are on the phone with them. This website has to look credible
and be choc full of information.
Credibility booster.
If you are selling a big ticket item, particularly one that requires a good
reputation, a website can help. This website should look upscale and focus on
credibility-boosting content. It is ideal for speakers, consultants and other
business-to-business service providers.
Lead generator.
One excellent use for a website in many non-retail businesses is as lead generator.
The idea is to funnel traffic (website users) into the site and lead them to
take action. Such action might be to call you, to request a brochure, to request
a free sample, etc. The main requirement for this is the maximum amount of targeted
traffic possible, of people interested in what you have to offer.
By way of example, my marketing website at http://www.seo-writer.net serves
these first three goals: online pamphlet, credibility booster and lead generator.
Email Address Gatherer.
This is really a form of lead generation, but it is unique in that you are
not trying to sell through the website, but through an email newsletter (also
called an ezine). The website is there primarily to pique interest, and the
newsletter is there to build affinity and trust in order to make the sale. You
need to have a newsletter set up, and you need targeted traffic.
By way of example, my personal growth website at http://www.thehappyguy.com
serves this goal, attracting subscribers to my Daily Dose of Happiness.
Sell.
Of course, if you sell hard goods, electronic goods or even many services,
you can make the sales right online. You need some form of payment gateway and/or
shopping cart, and your website needs to be able to make the sale from start
to finish, which is not always easy. Of course, you also need customers in the
form of targeted traffic.
By way of example, my liquid vitamins website at http://www.vitamin-supplements-store.net
serves this goal.
What you want your website to achieve should dictate the look, the structure,
the content, the writing style and whether or not the site is optimized for
the search engines. Before investing any more money of time in your website,
invest the time required to determine the goals you want your website to achieve.
Or you could be like that water salesman or my home inspector, satisfied with
having "a presence". Of course, many people go through life having
"a presence" on Planet Earth, but most entrepreneurs I have met are
go-getters. If "a presence" is not good enough in the real world,
why settle for it in the online world?
A website should be an investment, not a cost. If your website is not working
for you, or if you feel your business should have a website, determine realistic
and useful goals, then set your website up to achieve them.
Maybe you don't need a website at all. Or maybe your website could double your
profits. Either way, don't let it sit there gathering dust somewhere in cyberspace.
About the Author:
David Leonhardt is an SEO consultant
http://www.seo-writer.net/freelance/seo-consultant.html
and a website marketing consultant:
http://www.seo-writer.net/freelance/marketing-consultant.html
Pick up a copy of his SEO e-book:
http://www.seo-writer.net/books/seo-book.html |
