Most websites are useless, a complete waste of money and don’t do a thing for the businesses they serve. But it needn’t be like that.
You may think that, as someone who develops websites for clients, I’m shooting myself in the head by coming out with this statement. But the fact is that I hate to see my clients wasting their money and that’s exactly what I see when I look around the web at many of the websites out there.
The simple fact is that a website is a tool that will enable you to communicate your marketing messages to existing and potential customers in a way that, if done properly, can be extremely effective in terms of results and cost saving. But to do this involves investment in terms of money and time.
I’m continually contacted by potential clients asking for minimal sites (I’ve even been asked for one page websites) in the belief that this will give them a presence on the Internet on the cheap and magically start bringing in business. Well I’ve got news for all the people who think like that. Don’t bother.
To explain, imagine that you are that client. I develop a 3-page brochure site for you and make it live. A few weeks later you start to wonder why that simple 3-page brochure site doesn’t appear on the first page of Google and why nobody contacts you from it. The simple reason they don’t is because your 3-page site is just like millions of others on the Internet. It tells people what your business does and how good it is etc.
But it would say that wouldn’t it? You’re not going to say that your business is no good. All those millions of other sites like your are saying the same thing. Your site simply doesn’t stand out.
What you need to do is to invest time, effort, and money into your site. To use it as a way of showing potential customers what you can do for them? Show client results. Add testimonials. Add case studies. Write articles about new innovations in your field of business. Make your site one where people will want to return to for information that will benefit them.
If you invest wisely in an Internet presence you will achieve spectacular results. If you think you can get away with a one off cost for a website and then sit back and hope that it will generate business, then forget it. Spend your money on something else.
A website done properly is as investment that will pay for itself many times over. Treat it like a cost and you’ll be wasting your money.