Having a website is not marketing!

2 comments

Posted on 5th May 2011 by Tony in Business Advice

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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:

  1. We left the website incomplete and it’s ruining her company image.
  2. 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!

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2 Comments
  1. Chris M says:

    Generating leads requires TWO things not ONE, website + marketing. Too many people think that putting a website up will result in hundreds of sales, and this just isn’t accurate at all. I guess it does boil down to us educating the clients to this and having them understand that there are two parts to it.

    As far as the content population goes, this is just so typical; I’ve been through this many times, people assume that a web designer will automatically write content and populate a website, I’m not sure why this is the case, just happens over and over again.

    Here’s to hoping your client can start to understand.

    5th May 2011 at 7:51 pm

  2. Tony says:

    Hey Chris, thanks for popping in.

    Client positioning, I am learning is soooo very important – to lay down the ground rules before the deal is signed.

    5th May 2011 at 8:00 pm

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