It’s not about the website

One of the biggest problems I see with business owners and their websites is that they are worried about the wrong things. Business owners worry about the graphics on the page and the colour of the background and the font size…all these things have little to no impact on the end result. Leads, conversions and sales.

To further explain this I like to use the philosophical riddle “If a trees falls in the forest and no one is around to hear it, does it make a sound? You see the best, most professional looking website won’t make any sales if it is positioned incorrectly and there is no one to view the offer you are making. Websites need to be viewed as part of a much broader lead generation strategy. Firstly, you need to decide what is the aim of the website. Is it to generate leads? Is it to directly sell or book a product or service? Is it merely to showcase, an online brochure of what you offer?

Most websites are positioned as an online brochure that looks ok but totally under performs as a lead generation or selling tool. I see these brochure websites being built from the cheap and nasty $500 sites all the way up to a $30,000 flash design site. These websites both tend to finish the same: as cyber space dust collectors. Any website will fail if it misses one thing- traffic.

Even a poorly designed site in terms of layout and appearance will outperform a ‘pretty’ site if it gets enough traffic. Most people just build a site and think people will magically start coming to it. The job has only just begun. If a website is being built as a primary lead generation tool then the owner needs to spend a minimum of 25% of their time (or pay someone) to actively market the website online through the various traffic strategies that are out there. Like articles, video, pay per click, social media, press releases etc etc

Once the content is out there and relationships are built then traffic will continue to flow to the website. What happens if you stop these traffic strategies? The traffic will soon stop as other business owners will create content that will replace yours and then they will be taking the leads that are available in your market.

Can anyone do these strategies? Yes anyone can do these traffic strategies but the question is should they be doing these strategies? Business owners should not be getting tied down doing these tasks themselves. They should focus on the bigger picture of running their business and act like the general of the army and not the soldier in the trenches.

The good news is that you can hire companies like Record Business Growth Consulting to create internet marketing plans for your business improve search engine rankings, increase traffic and bring in targeted leads to your business.

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