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« What You See ISN'T Always What You Get . . . | Main | Bring Your Offline Marketing To The Online World »

Beyond the Obvious: Regarding Your Web Site . . .

One of the most common questions asked in the business world is "Do you have a web site?" The question is somewhat of a self validating factor for many companies. "If you build it, they will come" worked wonders for Kevin Kosner in Field of Dreams, but as many companies and individuals find out that mantra doesn't pan out so well on the Internet.  There have been companies that spent hundreds of thousands of dollars on their web development with little or no return on their investment.  Companies should view web sites as an extension of their marketing, not as a piece of artwork to be admired.

All Looks and No Brains
There are company web sites that are visually extraordinary and do absolutely nothing in terms of generating leads or revenue. The lack of return on investment then prompts these companies to dump even more cash into a hopeless cause. At the same time there are web sites that look visually horrendous yet bring high quality leads and thousands in revenue month.

In my experience the companies that have the most successful web presence are those that are steeped with good marketing experience.  Those companies take the basics of good marketing and bring that to their web site. The best web sites are a amalgamation of directing marketing basics, strong copywriting, consistent testing, and lastly decent design.  Design is one of the most over emphasized components on the web.  Design is important to any web site, but it isn't the most important element. Users will almost always opt for simple and useful over superior graphics and technologically advanced web sites.

It helps to set practical marketing goals for your web site. How many sales leads did you generate from your web site last month?  If you didn't generate enough leads, what are you doing to correct the problem? 

Think about the following questions as they pertain to your web site:

  • Is your web site part of your current marketing plan? If not - why?
  • How does my web site contribute to additional sales or services for my business?
  • Do you integrate feedback given by your users?
  • When was the last time you looked at your web statistics?

Companies need to start thinking of their web site as a tool for marketing and extending their business, not just something you have "because everyone else has one."

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