Are you putting all your eggs in one basket?

By: Fiona Humberstone

Date: 8 July 2010

It’s tempting to think that a website will solve all your marketing problems. Once that new site’s built, the customers will come flooding in. Or will they?

I speak to far too many business owners who have invested (usually not enough) money in having a website built for them. They’re struggling to make ends meet and genuinely can’t understand why their website isn’t generating the enquiries they need. So they chuck a bit more money (again, usually not enough) at someone else to try and fix the problem.

The thing is that I think the problems are usually much deeper. Take a contact I spoke to at the beginning of the week. He’d just had a site built by a company and was frustrated that his site wasn’t being found in the search engines. A quick look at the site told me the problems were greater than just being able to Google him.

The copy was weak. It didn’t show prospective clients how he could help them. Instead he talked first about himself and his business. Secondly, there were no “products” that people could easily “buy”. But crucially, his marketing plan started and ended with his website.

Your website is a piece of the marketing jigsaw. But it’s only a part of it. If you haven’t thought through your offering; if you haven’t created a process for managing and converting your enquiries into clients; if you haven’t identified other ways of spreading the word offline as well as online, then I think you’re going to struggle.

So before you invest all your time, energy and hopes into your website, just think for a minute: do I have a robust marketing plan that will help me win the clients I need? If not, then start looking there first and come to your website when you know what you want it to say.

Fiona Humberstone, Flourish design & marketing

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