The web is the preferred channel for increasing numbers of people who want instant access to information and services whenever it suits them. 72% of searches for products and services are now carried out online, it is the #1 research tool for businesses and half the UK population now go online at least once a day. On a single day in July 2010 Britons spent an eye watering £5 billion online and annual spending on the web is set to grow by 56% to £35 billion in the UK over the next four years (a year on year increase of 12%). Whether you love or loathe the internet, it is an inescapable fact that any small business without an effective web promotion strategy in this day and age is at a serious competitive disadvantage.
Your website is the powerhouse of your online marketing and as a small business owner the time and money spent developing your website will probably represent one of the most significant marketing investments you ever make.
But the sad fact is that 95% of websites fail to get traffic let alone leads and sales. It is simply not the case that "if you build it, they will come". That is why before investing in a new website you need to have a clear web promotion strategy.
This involves:
If you follow this process you should ensure that your website is one of the 5% that are successful in attracting targeted traffic and converting your visitors to warm leads and customers.
Jan Willis is Director of WOW Consulting, an Essex online marketing and website design company specialising in helping small businesses increase their visibility on the web and generate more traffic and leads.Your website is the powerhouse of your online marketing and as a small business owner the time and money spent developing your website will probably represent one of the most significant marketing investments you ever make.
But the sad fact is that 95% of websites fail to get traffic let alone leads and sales. It is simply not the case that "if you build it, they will come". That is why before investing in a new website you need to have a clear web promotion strategy.
This involves:
- Setting measurable objectives
- Prioritising the actions that are going to deliver most value for your business
- Establishing design requirements from a customer perspective
- Carrying out keyword analysis to identify the key search terms that will drive traffic to your website
- Building a site structure with search engine optimisation in mind
- Analysing your online competition to determine how well positioned you are to compete effectively in your online marketplace
- Developing a compelling and distinctive online value proposition that will grab visitors' attention and make you stand out from the crowd.
- Putting together a blueprint for engaging, relevant and high quality content.
If you follow this process you should ensure that your website is one of the 5% that are successful in attracting targeted traffic and converting your visitors to warm leads and customers.
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