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- The Never Ending Story
By - Nancy Fraser
When we hear from business people who ask about changes to their website,
usually the conversation goes like this. "Can you take a look at my
website? I want to increase the traffic. I don't seem to be getting many people
to the site and don't get any business from it." I look at the site, get
back to them with suggested changes and additions, and talk about what it takes
to drive traffic and sales on the web.
They consider the proposal and say to go ahead. They also ask, "So is that
all I have to do? Am I done then?"
Then the resistance factor takes over. Websites are something they don't
understand, can't do themselves, but think they need, and consider just another
expense. It's like having a tooth pulled...they just want to get it over with.
There is so much hype from people that have something to sell that will
"revolutionize your business" or "allow you to make money easily
without working for it". They imply, if they don't say outright, that you
put up a site and immediately started raking in the money, the leads, the sales.
It does happen sometimes. But do you want to depend on luck? It can take up to 2
months for the search engines to discover your site and if you have broken any
of the cardinal rules in the content or technical end of your site, they might
not be back. Then again, just because people find your site, doesn't mean they
are interested in buying what you have to sell.
If you think of your virtual business as being an integral part of your bricks
and mortar business, it makes sense to work on it. It should receive the same
attention to grow and evolve. Think of it as a pipeline to deliver qualified
prospects or as an opportunity to create another, not so hands on, income stream
that completes sales electronically. It's a chance to reach clients who may not
be attracted to your more traditional marketing and advertising.
1. Plan to either pay someone to work on your site on a regular basis or have
your site designed with a content manager so you can easily update the site
yourself. If you have to hire someone to make every little change, are you going
to do it?
2. Decide what you want to call each page of your site. Write each name on a
separate piece of paper and lay each out on the floor so you can see if the
navigation of the site makes sense.
3. There is a good reason that most sites are laid out with similar navigation.
It works; so don't try to redesign the wheel.
4. The area of your site that fits in your browser without scrolling is the most
important part of your site so put what's most important to your customers, in
that space.
5. Less is more, especially with website copy. People scan websites so consider
that when writing and designing the layout of your copy. If you can't tell
visitors everything, at least tell them the things that are going to persuade
them you can solve their problem.
6. One topic on one page. On a website there is no one door to access your
business, there are as many entrances as you have pages. Help the search engines
figure out what each page is about by being as specifically focused as possible
in the content of each page.
7. Add content on a regular basis to encourage the search engines to keep coming
back to your site. The single greatest reason that people search the web is for
information. Give good information to them and they will come back and bring
their friends.
8. Hire someone experienced in SEO to do your html titles and meta tags once you
have your basic site content done and your site is live.
9. Create multiple opportunities for people to find your site by encouraging
other relevant sites to link to your site.
10. Above all, keep looking for chances to promote your site whether it's
through articles you write and share, networking events, trade shows, or in
traditional marketing & advertising.
Change is a given. Life changes, people change, their wants and needs change.
Successful businesses look at current results, watch trends, examine
socio-economic factors, and look for opportunities. Responding to these
opportunities requires non-stop marketing and modifications to keep appealing
to, and redefining your niche. The greatest advantage a small business has is
the ability to turn on a dime. You can write the ending of your own story in any
number of ways but if you intend to stay in business, marketing must be written
into the script!
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About The Author:
Nancy Fraser is the President of Nota Bene Consulting. With over 25 years in
marketing & advertising, she leads a team of specialists in graphic/web
design, SEO, marketing, advertising and branding. If your marketing efforts are
hit and miss you will appreciate the Free information available in the Notable
News.
http://www.notable-marketing.com
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