"Any sufficiently advanced technology is indistinguishable from magic."
– Arthur C. Clarke
I've had several clients over the years come to me and ask about designing a website. In many cases, there was often one fundamental misconception; that if they built it, business will come. And while I believe in today's technology-driven climate, every person in business needs a website - websites, by themselves, aren't magic. They are a powerful marketing tool, arguably one of the most power ones available. However, they are still only a tool. And to be effective, they need to be part of an overall marketing strategy.
Let me give you an example. My website http://www.carol@carolhillson.com. Is what would be called in the industry, a brochure on the web. What that means is, I have no interest nor expectations in generating new leads through my website or through search engines. And I have done absolutely nothing about Search Engine Optimization (SEO) or Online Marketing for my website. Why? Because my marketing strategy doesn't call for it. My strategy is primarily word of mouth. I want to do business with contacts I already have or will be introduced to through mutual friends and colleagues. When I get referrals, I send them to my website. That's how its intended to function. Like handing them a brochure.
If you want your website to sell products or generate leads, or create buzz, then building the site is only half the battle. You still have to market your website if you want people to come and purchase.
So when you're ready to build or revamp your website, be very clear about your business goals, your marketing strategy and the purpose of your website. Then find someone who will tailor your site to meet your needs and not waste money on features you don't need and won't ever use. And conversely, if you're expecting business to magically appear after building your site, make sure your online marketing plan - 1. exists and 2. is designed to accomplish your goals. And then be sure to invest the necessary time and money on it so that you'll be successful.
I'll talk in another post about some marketing options for websites.
Let me give you an example. My website http://www.carol@carolhillson.com. Is what would be called in the industry, a brochure on the web. What that means is, I have no interest nor expectations in generating new leads through my website or through search engines. And I have done absolutely nothing about Search Engine Optimization (SEO) or Online Marketing for my website. Why? Because my marketing strategy doesn't call for it. My strategy is primarily word of mouth. I want to do business with contacts I already have or will be introduced to through mutual friends and colleagues. When I get referrals, I send them to my website. That's how its intended to function. Like handing them a brochure.
If you want your website to sell products or generate leads, or create buzz, then building the site is only half the battle. You still have to market your website if you want people to come and purchase.
So when you're ready to build or revamp your website, be very clear about your business goals, your marketing strategy and the purpose of your website. Then find someone who will tailor your site to meet your needs and not waste money on features you don't need and won't ever use. And conversely, if you're expecting business to magically appear after building your site, make sure your online marketing plan - 1. exists and 2. is designed to accomplish your goals. And then be sure to invest the necessary time and money on it so that you'll be successful.
I'll talk in another post about some marketing options for websites.
