In a world where there are over a million new websites every month vying for your customer’s attention, how can anyone sell anything online? There are 100,000 pages a week created just to phish people’s information online. How can your business rise above all of this?
The questions came to me from a business owner who paid well over ten thousand dollars for a website that looked great. The problem he wanted to show me was the Google analytics pages and the chart for the visitors to his website. The chart was a flat zero. He wanted to know how he could have such a great website and zero traffic. After all, isn’t there a big software company touting how easy it is to be found on the web when you get a website with them?
The truth was really a two part answer. First is the easy one. When you post a website you have to market the website. When you market the website you tell the world where it is and what you can do for them. Search Engine Optimization or SEO along with blogging, videos, Pay per Click ads all market your website and bring you traffic. He didn’t do any of that. The “easy website hosting” companies are all giving away the website hosting so they can get your marketing money.
The marketing of the website is more important than the building or even the existence of the website. We can market a company online without a website and have a very effective campaign. So there is a thinker, which comes first, online marketing or the website. My answer for the 40% of businesses out there without a website is of course the online marketing.
The second part of his issue was the difficult one. His website said exactly what he did, nothing or everything. Customers of the online world aren’t looking for the “Jack of all trades”. They are looking for the best price on the specialist that does exactly what they want. Nothing more, nothing less. Search engines reward specialists with high rankings for free. Even on the off chance that someone found this guy’s website, they would be confused by what he did.
The best businesses are painfully narrow in what they do. The best car washes only wash cars, no oil changes, they just wash cars. People looking for a car wash and oil change center are a different customer. Those customers are looking for convenience, not the best wash.
The online world is very specific in what they want and what they are looking for. What are you telling them? What is the one thing you should be saying? Are you? His new website says one thing, can you tell what he does right now for you?
Great blog. A results-driven approach to your business by developing strategies that reach your key audience and deliver value-for-marketing is always the basic goal of an online marketing agency working for you.
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