You’ve Got People to your Website. Now What?
During a non-work related conversation with an SME owner yesterday, something he said illustrated some of the common perceptions SME owners have to online marketing.
“I get several calls a day from guys who promise to get me on the first page of Google. Now, it seems to me they are calling how many companies a day? How can they get all of them on page one?”
After explaining the benefits of SEO, the nature of keywords in search and the importance of finding the right SEO specialist (not all are created equal) I asked him why he would want to spend money on SEO with his current website.
‘So I can get people to view my website?”
And then what?
His website is static, an online brochure at best. Apart from the fact that getting a site like that on page one of Google would be a huge challenge, once people land on the page there is nothing for them to do, nowhere for them to go, no calls to action and no reason for them to pick up the phone, or email. There is little point spending money to get people to your website, if it is not able to convert the traffic into any meaningful action.
I was shocked to hear that every time he wanted to make changes to his website he had to pay someone £50 to do so. This effectively means he has no control over his site and no incentive to keep it updated.
Having a dynamic website where you, the business owner can control the content and the calls to action is so important. There are a multitude of inexpensive website platforms that allow business owners to control their content without having to know any coding. Through using an effective permissions based, content management systems (CMS) a business can control their content and build relevant calls to action.
When building your website here are a few basic questions you need to consider:
- What is your intention for having the website? What are you trying to achieve?
- What platform should it be built on?
- What resources do you have to manage it? Can I take complete control over it?
- Who are your audiences?
- What do you want your audiences to be able to do when on your website?
- What will your audiences expect?
- What design and navigation would best reflect your business and meet audience expectations?
- Who is going to manage the content? Content and messaging is the most overlooked and under-budgeted element of creating a website
For a website, or a social media strategy to work for you, you have to set it up so it can. Otherwise it would be like booking space at a trade show and only sending a banner to represent you. My friend, the SME owner, would have been best served by having an answer to these questions ready. He’d save money and energy if that time comes that the right SEO professional CAN help him get to the front page of Google.