Get More Than Just A Presence On The Internet

Get More Than Just A Presence On The Internet

The water purification salesman had been talking to​ us for​ what seemed like hours. During a​ lull in​ his monologue, I asked if​ he had a​ website.

"Yes. in​ fact, we are the​ only independent distributors of​ this product who does," he proudly beamed.

"So you​ get a​ lot of​ leads from the​ website, then?" I asked.

"No, actually I don't think we've gotten a​ single lead from it," he replied.

"Then why do you​ have a​ website?" I wanted to​ know.

"To have a​ presence on​ the​ Internet."

A few days later, our home inspector was giving us an​ update on​ the​ state of​ our house. We had bought it​ a​ few years earlier in​ winter, when snow was on​ the​ ground and​ on​ the​ roof, and​ we thought an​ update would be a​ worthwhile investment.

"Do you​ have a​ website?" I asked.

"Yes, I do. But, I don't think a​ single customer found me that way."

"Then why do you​ have a​ website?" I asked.

"To have a​ presence on​ the​ Internet."

A lot of​ entrepreneurs and​ small businesses are sold on​ paying for​ a​ website because it​ is​ important to​ have a​ presence on​ the​ Internet. for​ many businesses, that is​ true. But what does "a presence" mean?

Would you​ open up a​ store in​ the​ corner office of​ the​ fifth floor of​ an​ office building, or​ would you​ open it​ up in​ the​ mall?

Would you​ leave the​ windows bare, or​ would you​ fill the​ windows with merchandise and​ open the​ door to​ make your store inviting?

Would you​ ignore customers when they enter the​ store, or​ would you​ carefully place merchandise and​ staff to​ maximize the​ revenue from each visit?

"A presence" is​ only valuable if​ the​ website serves a​ purpose, if​ it​ fulfills its goals. Just sitting there, somewhere in​ cyberspace, is​ not a​ sound business strategy. an​ experienced website marketing consultant can help you​ determine what goals, if​ any, are viable for​ your business website.

Here are a​ few of​ the​ goals you​ might want for​ your website:

Online pamphlet.

If you​ connect with customers by telephone, this is​ an​ ideal way to​ instantly deliver a​ pamphlet to​ them. No mailing, no delays, they can even call up your information while you​ are on​ the​ phone with them. This website has to​ look credible and​ be choc full of​ information.

Credibility booster.

If you​ are selling a​ big ticket item, particularly one that requires a​ good reputation, a​ website can help. This website should look upscale and​ focus on​ credibility-boosting content. it​ is​ ideal for​ speakers, consultants and​ other business-to-business service providers.

Lead generator

One excellent use for​ a​ website in​ many non-retail businesses is​ as​ lead generator. the​ idea is​ to​ funnel traffic website users into the​ site and​ lead them to​ take action. Such action might be to​ call you, to​ request a​ brochure, to​ request a​ free sample, etc. the​ main requirement for​ this is​ the​ maximum amount of​ targeted traffic possible, of​ people interested in​ what you​ have to​ offer.

By way of​ example, my marketing strategies website serves these first three goals: online pamphlet, credibility booster and​ lead generator.

Email Address Gatherer

This is​ really a​ form of​ lead generation, but it​ is​ unique in​ that you​ are not trying to​ sell through the​ website, but through an​ email newsletter also called an​ ezine. the​ website is​ there primarily to​ pique interest, and​ the​ newsletter is​ there to​ build affinity and​ trust in​ order to​ make the​ sale. you​ need to​ have a​ newsletter set up, and​ you​ need targeted traffic.

By way of​ example, my personal growth website at​ serves this goal, attracting subscribers to​ my Daily Dose of​ Happiness.


Of course, if​ you​ sell hard goods, electronic goods or​ even many services, you​ can make the​ sales right online. you​ need some form of​ payment gateway and/or shopping cart, and​ your website needs to​ be able to​ make the​ sale from start to​ finish, which is​ not always easy. of​ course, you​ also need customers in​ the​ form of​ targeted traffic.

By way of​ example, my liquid vitamins website at​ serves this goal.

What you​ want your website to​ achieve should dictate the​ look, the​ structure, the​ content, the​ writing style and​ whether or​ not the​ site is​ optimized for​ the​ search engines. Before investing any more money of​ time in​ your website, invest the​ time required to​ determine the​ goals you​ want your website to​ achieve.

Or you​ could be like that water salesman or​ my home inspector, satisfied with having "a presence". of​ course, many people go through life having "a presence" on​ Planet Earth, but most entrepreneurs I have met are go-getters. if​ "a presence" is​ not good enough in​ the​ real world, why settle for​ it​ in​ the​ online world?

A website should be an​ investment, not a​ cost. if​ your website is​ not working for​ you, or​ if​ you​ feel your business should have a​ website, determine realistic and​ useful goals, then set your website up to​ achieve them.

Maybe you​ don't need a​ website at​ all. or​ maybe your website could double your profits. Either way, don't let it​ sit there gathering dust somewhere in​ cyberspace.

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