Most small businesses I have had the privilege of dealing with have little concept of what type of work a website needs. Certainly, different sites have different goals and varying needs. However most small business owners think that a web site will generate them business.
A way this can happen is if their web site is constantly updated with great content, excellent writing and interesting photographs and even useful videos. Why? Because search engines like Google value great content over all other things and the small business site will rise to the top of the search results. Naturally this content needs to be focussed on certain chosen keywords and be a useful and exciting read while new articles need to published with a consistent regularity. This is no easy task.
Once the firm has moved the cogs into place and the content machine whirs into action, the website will start to attract visitors. People will start to notice and thats where the tricky stuff starts. We need to convert those visitors into customers or at least start a relationship with them. Newsletter signups, comments and even phone calls or walk ins to tbe showroom can result from this. All possibly leading the customer down the long process to a sale. The entire journey can and should be statistically tracked using modern analytics programmes in order to measure the effectiveness of the companies content output to sales.
Why do so many comapnies not do this effectively? I haven’t even mentioned the many other sources of traffic like social media, affiliated sites and the power of getting a good article republished on a popular site. Shouldn’t your business be following a plan similar to this?
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Nice article Nick, nice to see the site active again
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