In the old days, you’d throw up a web site because, “that’s what you do, if you have a business – you have to be online”. It’s like buying stationary used to be, or picking out china patterns. The function may be long gone (do you still use a typewriter?) but the ritual remains. And yet, some things evolve a new purpose. With web sites, for example, it used to be enough that you were there at all – that you were “on the internet”. Now, you don’t need a web site just to exist on the web – there are plenty of free phone directories for that – if all you needs is for people who know your name to look up your number.
The True Purpose of a Business Web Site
The real purpose of a web site for small business should be to grow your business. If not, isn’t there something wrong with that? And growing your business is not just about “bringing in new clients” by itself. Sure, that’s important, but that by itself is more suitable for a drive thrrough hamburger stand. Growing your business is about a couple of things:
- Keeping existing clients in your orbit – providing them ways to interact with you, be informed by you, receive insight, advice, and useful content from you. Share your content, bring you referrals, interact with others regarding your content, etc.
- Bringing in new clients – An easily locate-able (search engine optimized and frequently updated) resource that assists prospects in making business decisions (marketing, information, navigation, resources, lead capture and conversion,etc.) – to become your clients, where appropriate – and then stay in your orbit (see #1).
The Site Should Serve Its Function
If your web site isn’t bringing in clients and, almost more importantly, retaining your clients. Or if you’re getting lots of hits and few contacts (useless hits – no targeted audience), you need an overhaul. And again, perhaps more importantly, you need a little time with an internet marketing consultant to make a plan for growing your business, with your web site as one of the tools (these days, it certainly isn’t the only tool you should have in your tool belt – but if the web site is not right, a lot of the other tools just don’t work as well). Remember, you need more than one web site – you need a Youtube Channel, LinkedIn Page, Twitter Channel, Pinterest Page, etc. The point is not even the web site, it’s the clients.
Contact us for a web site audit and help crafting an effective digital marketing plan to grow your business.