This is actually pretty simple:  don’t.  If you want to get real results from your site, you need to be talking to someone who understands online marketing and has a proven track record of success, not just someone who wants to “build you a website.”

If you’re in the market for a new website, you need to make sure that you’re asking the right questions. Or at least, that the firms you’re talking to are asking you the right questions. I cannot say this enough: web design has become highly commoditized. There is a very low barrier of entry to being able to call yourself a “web designer.”  My father has built a website before, but you don’t want him building your business a website!

Everyone has a cousin Max, or knows someone who can “build a website,” but if you’re interested in really driving growth for your business through the Internet, just walk away…

Cover via Amazon

Here are some thoughts to consider if you think that you need a (new) website:
Building the site itself is only the first step.  This isn’t Field of Dreams, and you are not Kevin Costner. If you build it, they will not come. Get that idea out of your head altogether.

If you are going to launch a site, a good rule of thumb for most SMBs is that you should devote 25% of your budget to the site itself, and 75% to driving traffic and promoting it. So, if your web designer or firm doesn’t mention anything about what they are going to do after your site is launched, thank them for their time, and walk away.

Online success requires your interaction, so if anyone talks to you about building a site that cannot be easily updated (by you) in the future, then you need to keep interviewing vendors. There is absolutely no reason to build static websites anymore; not unless you are a true designer and can’t code your way out of a paper bag.

There are some amazing, free products that do all this for you! WordPress, Joomla, Drupal, just to name a few. If your web designer can’t build you a site on some type of content management  system, then you need to look elsewhere. There are many opinions over why you should use open-source or proprietary, but that’s another topic entirely.

Lastly, if the people you’re talking to are only asking questions about your taste in colors, and the kind of content you will have, and what imagery will be used; then walk away. Don’t get me wrong, those are all very valid questions, but that isn’t ultimately what will make your site successful. If you keep with the 75/25 rule, then on 1/4 of your discussion about the site should revolve around the site itself. The other 3/4 of the discussion should be focused on your business and what will be effective at marketing it online.  How is your audience, what appeals to them, what are their pain points, what are your differentiators from the competition? These are questions that can lead to a successfully developed website that will have some legs under it.

If you’re in the market for a new site – make sure you talk to at 3 firms, too.  It is very difficult to compare apples to apples when it comes to web design/development, and also with online marketing. TALK to your prospective vendors and make sure you feel comfortable with them, and have a high level of confidence that they know what they are doing.  Look for case studies, check references, do your homework and see if they can back up what they are telling you. Find out what/who they use for project management, and how they can ensure that your project will be completed on time, within scope, and within budget.

Good luck, and if you get stuck – we can always help you vet them out! 

Here’s an interesting thing that I’ve noticed that is great news for marketers:

Precise stats on cart abandonment are tough because they range widely depending on the source, but if you take the mean then something like 50% of people who add something to their shopping cart never check out. That seems pretty high to me, but let’s be honest we’re all guilty of doing it – right?

Here’s another situation that was interesting to me along those same lines.  I went to go check out Angie’s List the other day. If you’re not familiar with the service, it’s a fantastic idea (especially when you’re trying to find someone to paint your new condo on the cheap!).  During the signup process, I never  realize it was a paid service – until I had already given my email address and created a password for my account.

That’s a good idea for their service, because now they have me!

I was short on time and didn’t want to go find my wallet and complete the signup process, so I closed the laptop and off I went.  True to my A.D.D. nature, I didn’t remember to go back and finish the checkout process, so guess what happened next? Angie’s List sends me an email a week that says “we noticed you didn’t finish signing up, so here’s a coupon” that would allow me to use the first month without paying for the service.

Image via Wikipedia

Smart strategy, and one that is easily achievable for your organization if you put a little thought into how you structure the calls to action on your site. Think through the service and information that you can offer on your site, and find ways to capture information about your site visitors. With cart abandonment (and signup) rates being whatever they are, why wouldn’t you want to reach back out to someone who expressed some interest in your products or services, but may have just gotten sidetracked?

Targeting and segmentation are the name of the game – so use the tools at your disposal: analytics, lists, etc. and improve on what may or may not be working on your site.  My favorite quote that relates to what we do was by Lord Kelvin over 100 years ago: “If you can not measure it, you can not improve it.”

Image by Mike Rohde via Flickr

We consult with clients all the time on optimizing their web sites, creating new and fresh content and tips on making their web sites “sticky” and encouraging visitors to return to them time and time again. One of the best ways to accomplish all of these goals is to write a blog.

I know, you just asked yourself what in the world you have to write about. And, how will you ever find time to write a blog? Well, it’s truly as easy as this blog post by Jim Osterman makes it out to be. Just write it.

Sure, you’re first few posts may be short. They may not offer a lot of depthor comment-inspiring content, but they are a start. And, once you begin to blog, it will become easier and easier. You’ll then start reading other blogs; you’ll find out what others in your industry are saying; and then you can write about or disagree with their ideas. Other blogs are a great way to find inspiration, and there’s no easier way to find content and writing ideas. Before you know it, people will be visiting your site to see what you’re writing and reading about. They will see you as a leader in your industry.

So take our advice, and that of Jim Osterman. Just write!

Now that you’re ready to blog, read more blog tips:

Related articles:

• The 3 Main Pillars Of Blogging (shoutmeloud.com)
• The Benefits Of Business Blogging (slideshare.net)

If you’re still on the fence about social media marketing as an effective channel for your business, you may want to think again.  Take a look at this calculator that shows how quickly the medium is advancing:

When it comes to successfully marketing a business, the key is to be where your customers are, but your competitors aren’t.  Considering the hesitation some businesses have about jumping in to social media, there is a great opportunity to be one of the first out of the gate.  The reasons why your business should explore social media are endless, and so many articles explaining everything from 101-type starters to strategy models; just get out there and do it already!