Most small business owners and professionals recognize the need to have a web site. If you already are in business and want to expand your Internet presence, my question to you is whether you have a strategy for your website?
If you are planning to start your own business because you can retire and collect your pension from your teaching job next year my question for you is also: Do you have a strategy for the website you’re planning?
I found that most of the people I work with don’t have a clear strategy for their website. What everyone wants is to get more clients or customers, sell more products or services, make more money, and still have more time to play than you did while teaching or working for someone else or a for a large company. Most of these folks see their website as an electronic brochure where prospective buyers can learn about their business.
That way of looking at a website isn’t going to get anyone where they want to go. Your website should be designed as part of your business online strategy. Moreover, being online is no longer a separate market place. It needs to be integrated with your offline marketing. Here’s a simple example of integration: a 20% off coupon found online to take to the store and purchase something over $50 dollars.
Even if you’ve been in business and have a website it may be time for you to rethink your website strategy. Your site should be where potential customers and current clients can get information and transact business.
First, keep in mind that most of your websites are not going to attract new customers. If your website doesn’t show up on the first 1 or 2 pages in a keyword search your chances of anyone finding you are slim and none. Websites need to be registered with search engines and designed so that key search words can find your site. One technique to get on those 2 pages is to hire someone who is a Search Engine Optimization (SEO) specialist to get you there.
Secondly, your website needs to be integrated into the design a data base where viewers can look up information and submit forms to request information while you capture their email addresses and build a prospect list.
Third, a website should enable visitors to either place an order or transact business. Now you have an e-commerce store with payments from credit cards.
And finally, your website should be designed so you can take an active role in staying in contact with your clients and customers including them in your marketing campaigns. It costs a lot less to generate additional business from an existing customer than finding a new one.
Most small businesses fail with their online approach because of poor planning and execution. After all it is a business and it does require developing a strategy and applying it. Struggling with your business because you took a shot in the dark and it didn’t reach your target is a messy way to do business while developing an online strategy and applying it can bring increased revenues.
What was your most important step in your online strategy? Will you type that step in the comment box with your business website address. That way we can spread the word and work some PR for your business.
To your online successes.
Ruthan
Ruthan Brodsky
Creating Information Products
Business & Health Writer
About Ruthan Brodsky
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