There is a strong misconception about the internet that if you build they will come. Nothing could be further form the truth. Your market will not find your products or your business on the internet or the search engines unless they already know about you. Quite simply - you don't know what you don't know.
Small businesses often invest a lot of energy, time and funds into building a great website; however they often neglect to invest in marketing it.
Another common error is thinking your website is an offer in itself. It's not. Even if you have an online shop you still need to use the fundamental elements of marketing to run successful online campaigns, or your website will be the online equivalent of the pub with no beer. The basic structure will be there, but no one will visit and they certainly won't spend any money.
Achieving top left positioning on page 1 or 2 of search engine results does not guarantee that you will attract business sales.
Having 16,000 visitors to your site each month may not be a reflection of sales enquiries generated.
The goal for you website is to generate leads
Unless you sell product directly online by way of an eCommerce facility, the process of conversion from lead to sale will still remain with people and as such you will need to develop the relationship from your website as their first port of call.
You need to create a website that must firstly attract the right leads - you need to qualify those visiting you. The means to achieve this lies within the design of your web marketing and site optimisation.
To ensure that you attract qualified leads we ensure that the branding of your site and your market positioning are in line with the marketing plans that are already in place for your overall business.
The basic structure of generating leads through your website is to:
- Articulate what it is you are promoting clearly
- Ensuring that visitors clearly understand your market position (i.e. who you want to sell to)
- Be clever and creative in what you present as your audience is fickle and has a short attention span
- Pay close attention to the usability of your site with ease of reading and navigation
- Drive your visitors to action
- Give them reason to revisit your site
