Being in the business of online marketing, website design and development and search engine optimization we get all sorts of needs and wants from people who contact us for any, or all of the previous mentioned services. It isn’t difficult at all to find some of the horror stories online about these services, and regardless of how many contacts we field in a year, there are always common themes that we find that we need to sway people away from.
One of the biggest issues that we run into is actually one of purpose, we’re contacted to help someone build their website or assist their current sites positions, and we find that there is no clear purpose or reason behind it. You need to have a goal in business and in a website, and if you need to take the time to discern what you would like it to be prior to getting in over your head. The clarity of purpose behind your business needs to be conferred on your website as well, whether it’s informational, services, or a product that you’re trying to sell, using a shotgun approach to online marketing isn’t going to help you.
Within the scope of deciding what your goal of having a website is, is also the content that makes up your pages. The written text, the images and even the navigation topics all play the role of guiding your visitors to your end goal – a sale, sign up or a contact lead. Lack of content, or of updating content is a thorn in any marketers side, because we’re not in your business, we can not create your content for you. The biggest take away from requesting new or updated content should be one of importance, the sooner we can go over and work with your content the sooner we can get it implemented into your online strategy, and time is everything online. Where organic is concerned, time is your enemy more than anything, so taking your time delivering as a client is a poor choice.
The next step of a marketing strategy we find hiccups with is tied to the content as well, and that’s when we find that between all of the variables, there is no call to action. If you’re in the business for example of selling online books, you want to make sure that you’re crystal clear in that endeavour, and make sure your content supports your business goals. Using the online book retailer as an example, you can talk about how large your library is and about your author profit margins and about how you help sponsor amateur novelists and the like all you want. But none of those points help you sell your product, which in this case is an e-book. Always be closing, because if you don’t tell your visitor what you want from them, they can’t give it to you.