If only business were like a movie, particularly Field of Dreams, all you’d have to do is create your website slap on some pretty content and people would line up for miles to check out your business. Unfortunately, life is more like a box of chocolates than a movie (there aren’t any labels and half the time you end up leaving chocolate halves in the box looking for your favorite flavor.)
If you’re wondering why your website is as empty as a movie theater showcasing a Paris Hilton marathon, it’s likely because you haven’t given your customers enough thought. Look at your content. Be completely honest with yourself: are you focusing too much on your product?
It’s natural to feel that your content has to center around your product, but the truth is that your product, while important, isn’t the only thing your customers want from you. If you are truly struggling to get visitors to your website, let’s find out why.
Find out what your customers want: Talk to your customers and hit them up on social networks. Research competing businesses and find out why people are going there. What do other companies offer on their website that you may be lacking?
Know your purpose: What do you want your website to accomplish? What impression are you trying to give your customers? Customers come to your site because they want information; they want to feel like they know the company they are getting involved with. Does the content on your site make that easier for them? Does your website offer anything your customers want, namely information? Is the information you provide on your website insightful, useful and relevant or is it a bunch of marketing tactics gobbled up and spit on the page?
Be realistic: Facebook didn’t explode over night. What started out as a small, local website for a college gradually expanded until it took the internet by storm. As a small business it’s going to take you a while to get up and running. If you don’t get a million hits within a year, don’t fret, it’s completely normal.
Don’t expect your website to do more than it can. Your website will likely not define or create your brand. You’ll still have to put legwork and face-to-face time in to get that ball rolling. Your website is not going to be the place where you make large sales. It should allow people to get the information they need on an expensive product so that they already know what they want when they are ready to buy.
Bring your online marketing and face to face marketing together: While online marketing is playing a major role in the future of sales and business, it’s certainly not the only fish in the sea. You’ll need to pay attention to your offline marketing strategies and merge the two as often as possible if you want to see real results.
Drive visitors to your website: If you want people to visit your website and witness all of the amazing content you have prepared, you’re going to have to get them there. That means utilizing all of the online marketing tools you have at your disposal. From e-newsletters, e-mail marketing, online and print ads, direct mail, social media sites and community events. Be visible and name drop your website like a reality-star wannabe. You’ll soon notice an increase in visitors to your website.
photo by: whoohoo120