When you started your business one of the many things on your to-do list, was get your website built. That line item on your "start my business" checklist seems like a no-brainer right?
Of course, you need a website! How many times have you heard, "If you don't have a website you don't exist!"? So, you labor over the site. You struggle and finally get the site live, and then what?
87% of respondents to the Market Stuff marketing survey indicated that they had a website. Yet, 94% said that customers found them by word of mouth. Anecdotally I hear all the time that websites do nothing for small businesses. They don't get any traffic, and they don't generate any business.
So what gives? Why is it common knowledge that a company needs a website, but, in reality, business owners think it's a waste?
The challenge is that many business owners think websites are magic. Logically you know there is a ton of competition for your customer's attention. In your heart though, you want them to beat down the doors of your home page as soon as your website launches.
It's kind of like buying a hammer and expecting it to build you house. Just like a hammer, your website is just a tool. If you purchase the hammer and stick it in a drawer nothing will happen. Does that mean your hammer is worthless? Not really. There is nothing wrong with your hammer; you are not using your hammer.
Your website works the same way. You can't just create a website and walk away. You need to put it to work.
How in the world do you put their website to work? Don't make the mistake of thinking you can launch your site and walk away. There should also be a steady stream of information on the site that gives customers a reason to come back. Let folks know what you are doing and how you can help them. Make sure the content you put on your site answers any questions your clients might have. Make it easy for them to find the information they need. Entertain them.
Just remember, you want to learn from them each time they visit you. This means you need to have tracking in place that will let you know what people find interesting. At a minimum, you need analytics on your site. If you don't have Google Analytics installed then do that TODAY.
Then make sure you regularly review the data. This information is invaluable to you. The insights Google Analytics gives you will help you create effective business strategies and will help you convert potential clients into loyal customers.
If you can afford to step up your game, consider adding something like Hubspot or Nationbuilder. These systems give you insights into how individual people are engaging with you not only on your site but also through other activities you do such as print, social media, digital advertising and more.
Your website is NOT a static billboard for your business. It is an essential tool for your business. For you to get any benefit from it, you need to use it. So get in there and make it work for you!