Most small businesses have websites. Some time ago, you hired a person or a team or a company or a high school kid to “get on the internet”. And now you have a website.
But now what?
“How come I don’t get any traffic?” you ask. “How come I don’t make any money from this website?”
In my experience, and having worked with a number of websites owned by small businesses, it is apparent that most business websites were created by web designers and programmers who do not understand marketing.
Web designers and programmers design websites. They are focused on usability, cool graphics, tableless CSS layouts, and impressive flash intros.
But where is your traffic? Where are your customers? Where is the money?
What are the biggest problems? Read and find out why these are the simplest to fix!
- Traffic statistics not turned on.
Yes, folks, we can talk about uniques and keywords, and slice and dice all the web statistics we want, but if web statistics isn’t turned on and working, you will have no idea where your traffic is coming from, what your visitors want, what they do on your site, and why they leave. And if you don’t know those things, if you cannot measure traffic, then you do not know anything about your prospect. You can forget about selling. You can forget about making money.
So turn on the website statistics!
- SEO – Website not optimized for the search engines.
Search Engine Optimization – SEO. Yes, the websites are using complex algorithms to index and rank websites, and sooner or later your site might show up in the search engines. But why do it the hard way? Make it easy. Use SEO to your advantage.
I cannot tell you how often I see a website where the title of every page is the same, the meta tags are either empty or filled with the same keywords on every page, and the website has content that doesn’t go anywhere.
Make sure each page has a unique keyword rich title. Make sure the meta tags are filled out. And make sure the content on each page is keyword rich and focused.
Help yourself out. Work with the search engines. Make it easy for them to find your site so customers can find you. If they can find you, they will come.
- Not capturing customers information and not following up.
Easy Question: Who Is Your Best Customer? Easy Answer: Your Existing Customer!
What does it cost you to acquire a customer? How many prospects and leads do you need to get into your sales funnel before you get one customer? And what did it cost you? If your customer is happy, how easy is it to sell again to your customer? A lot easier than trying to find and sell to a brand new customer.
Here is a free marketing tip! Spend $20 a month, setup up an autoresponder, and use it to get your customer’s information such as name and email address during the sale.
And follow up. Help your new customer consume your product. Don’t immediately try to sell them again. Instead, give them tips and how-to information that helps them out. Develop a relationship with your customers on your list. Then sell. Backend selling is the hot tamale. Especially when the effort is almost free….After all, what is the difference in cost between sending out 50 emails and 500? 5,000? With your autoresponder, no difference.
In summary, ask yourself the following questions. Better yet, ask your web designer:
“How do I track my visitors when they come to my website?”
“Are my pages optimized for the search engines?”
“How can I capture information from visitors and customers?”
To Your Marketing Success!