Hardly Anyone Really Wants a Website
One major point I've learned from my clients in the 13 years I've been in this industry, is that hardly anyone really wants a website. However almost everyone walks in the door looking for a website.
I accept that for many, it is an industry expectation, and without a website these days, you're considered a troglodyte. For some, flashy image is really important, and having a website is simply a cost of doing business.
For most though, people are looking for more CUSTOMERS. They want to increase sales, and improve the bottom line. And there seems to be this expectation that website = sales.
This is totally FALSE.
There are thousands of web designers that can build you a beautiful website. But most of them don't know anything about business, and the website won't work at the end of the day.
A few years ago I had a new client come in, and they had a VERY beautiful website which they paid $50,000 for. However this website was unable to convert visitors into customers.
There is a science and a psychology that needs to be implemented on a website to build trust and start a relationship with the visitor. It's too easy to just click away and go to the next website.
The other side of the coin is concerned with traffic. Just having a website does not mean people will see it. Online marketing costs are extremely high these days. The Internet is no longer a new technology, and the competition is FIERCE.
Whether you employ SEO or PPC or both, Google's first page only has 10 slots available for each, and everyone's scrambling to be there. Pretty much all the websites out there that promise page one rankings for a low fee, are scams. They'll take your money, and you'll reap no benefit.
In the middle, between the website and the traffic, is a website's conversion rate. This is a measure of how effectively the website converts visitors into customers. Many people think they have a traffic problem, when they actually have a conversion problem. There's a whole branch of marketing that deals exclusively with conversion optimization. It's all about how to increase the number of respondents to an offer by changing variables in the offer.
The entire process can be very complicated, tedious, and expensive. It's NOT a simple “If we build it they will come”.
comments powered by Disqus