When I talk to business owners about their desire for a new website, I ask, “How will you get people to visit your website?” Too often, I get blank stares or vague responses such as “People will find us by googling.” If you don’t have a plan for bringing people to your website, you’re setting your website up to fail as a marketing machine. Let’s look at why your website is useless without marketing.
You can bring visitors to the site in a wide variety of ways, online and offline. Here are just a few:
You’ll see certain approaches in the lists above that you don’t think are suitable for your company. You might be correct, but getting a second opinion wouldn’t harm you. Many companies have had success attracting visitors to their websites by deploying marketing techniques that aren’t widely used in their business.
As you look over the lists above, you’ll see some methods that you have the ability (skills) to do, and that you have the time to do. For others, you may have ability or time, but not both. For others, you may have neither ability nor time.
You don’t have to perform the ways that you don’t have the time or capacity to do. Businesses may help one other out since the economy exists!
Imagine a restaurant that’s only accessible from a dark, narrow alley; you can’t see it from the street. How many people walking down the street would end up in that restaurant?
Even if the restaurant serves the greatest food and has the greatest people in town, it will remain deserted since no one knows about it.
For a website to function as a marketing machine, it needs traffic (visitors) and conversion (visitors taking steps towards buying). The website itself can be optimized for conversions (through its content, design, functionality, etc.), but that’s all worthless without traffic coming to the site.
Many business owners think of their website as the Field of Dreams. They assume that if they build it, visitors will come. But a website doesn’t magically attract traffic.
Is your website useless as a marketing machine? Is it like that empty restaurant? Then let’s transform it from useless to useful! Simply contact us to talk about how to get people to your website!