It’s interesting to me how little faith people have in their own assets. Believing your own website doesn’t work or doesn’t bring you revenue is probably the first thing you should fix. It’s true, a website is more of something a company has so they can be found and contacted in it’s most basic form. What people fail to also realize is it’s how people primarily first find out or come in contact with your company and is actually the first contact point of a sale.
Accurately stated, a website should facilitate organic growth and revenue for your company. If it doesn’t, you should trash it. It should be a representation of who you are and smoothly guide the user to finding out more or lead them to getting in contact with a sales terminal. Sometimes it can prove quite difficult to do this as the website itself is saturated with pages and pages of content that can overwhelm a potential customer. Some general misconceptions I’ve personally run into are the following:
- The website doesn’t generate revenue
- Building a website should comprise an entire marketing budget
- Having a website is going to automatically generate revenue
- People don’t care if you do or don’t have one (this is half true in both cases, they assume you will have one)
Most of the people I’ve dealt with sit on opposite ends of the spectrum. It’s really interesting. Either they dump all their effort into doing things that don’t help the website, or they pay no attention to it. There is a balance which is needed.
I will say the actual biggest piece of garbage I’ve heard out there (this is probably where the initial confusion starts) is that you need a website to start selling. That isn’t true. You can still sell and deliver without one––that isn’t to say you won’t need one, just that it doesn’t keep you from selling or launching.
KISS (Keep it Simple Stupid)
For the best use, a website should be a collection of your service offerings, positive feedback, confidence building assets and general data on a company’s specifics as to what they do. Additionally the website should always include how they can contact you and, if possible, the ability to live chat with someone if needed. What you shouldn’t have is a cluttered home page that takes them to more pages of cluttered content, poor blogging, and useless assets. Just keep it simple.
Put it in the spotlight
Facebook ads, google ads and other forms of web advertising are great. But, a great way to build your company’s credibility as well as increase it’s search volume and organic traffic is to create a media campaign as part of your company’s online reputation management efforts. Proper use of keywords, linking and content from credible sources is a way to put your website or sales channels to good use to generate revenue for your business. People always google the company’s reviews before they do business, and 90% of the time they only really care about what’s on their page one. Trust me, they’re not using Yahoo or Bing, do you? With a proper media campaign you can have controlled assets on page one that actually encourage the user to follow through with doing business with your company and will encourage others to do the same. It’ll make your sale a lot easier and make your website the hub of digital traffic that it was built to be.