I’ve just received a very interesting email from a customer – one that really raises the hairs on my neck – as I realise so many people still don’t “get” marketing. Especially small business owners and the One-Man-Bands.
A few months ago we developed a website for a small company (let’s leave the names out, OK?) based on WordPress. The client has now demanded that we take down the website for two reasons:
- We left the website incomplete and it’s ruining her company image.
- She doesn’t get any business out of her website and we’re just costing her money.
To address number 1: We designed the client a WordPress site. It’s by far the most powerful tool that any small business owner can possess. Gone are the days when you are required to pay a web developer R500 for every minor change you want done to your site as you can do do it yourself. Secondly, it affords the small-business owner a really cheap alternative to a grounds-up Content Management System.
The reason why the site was incomplete was because the client never fulfilled her obligation – which was to populate the content of the site. Our job was to design the front end and make the site SEO-friendly.
If you’re going to build a website, make sure that you understand the terms and conditions. OK, I’ll take responsibility for this, because obviously I didn’t position my client properly before launching the project. I did, however, email her numerous times regarding her populating the site.
Secondly, and this is the important part: The client has done no website marketing.
Which, technically is what this post is all about … you *have* to market your website if you want it to do anything for your business. You can’t just slap it up there and expect someone to randomly find it – especially if you’re in a competitive industry.
You need to be running SEO, GoogleAds, Blogs, Articles and just about anything else that will drive traffic to your site. A combination of an effective Sales-Funnel and a good online marketing stream will do wonders for building a cash-generating business.
A website should be making you money. If it’s not, then something is wrong.
And your website shouldn’t be a stand-alone – it needs to be part of a running Sales Funnel – rather as a lead generator than a deal-closer.
So, next week is going to be rather busy – as I’ve decided it’s time to go through and audit each client’s website and marketing strategy … if your website is not making you money, speak to me … because it should!