When trying to take your business to the next level don’t believe all you need is a new small business website and the customers will flood in. As a stand-alone item a new (or updated) website can be a complete waste of time and money.
If you think it through the new business website pitch is fundamentally flawed. It assumes your potential customers will naturally find the website when they search for your products or services. It assumes all your prospects are using a traditional search engine. It ignores the power of word of mouth.
A website has a role but it is important to establish the small business marketing process before designing the website as any mismatch will simply waste time, resources and (worse still) your hard earned cash.
How many website visitors do you actually need to achieve your goals and from what geographic areas? For many websites <2% first time visitors actually convert to customers.
It is often worth taking a step back and really thinking through what it is you offer, what sets you apart, what type of customer you want to attract, how many of those customers you need and, finally, how you are going to attract them to your business. What is your marketing process?
If a website has a role in the marketing mix then a proportion of the funds available need to be kept back to work on activities that ensure it is found. Research from Chitika shows >90% of searchers on Google never go beyond page 1 of the search results.
It is important to research your customers, their information needs and where they look for that information. How are they likely to search and what search phrases are they likely to use. If target prospects are all within the local area a Google My Business may be all that is required instead of investing in a website.
Even then the battle is not over as there is so much misinformation peddled on how to ensure your website is found in search that it is too easy to waste even more cash on poor quality search engine marketing companies that fail to deliver results.
A well thought out new small business website that fits within a robust marketing process can without doubt pay for itself many times over. However, it is important to remember that on its own it is unlikely to deliver the required result for most small businesses.
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