If you are a small business owner, real estate agent, or anyone else that feels the need to have a website I have one question for you.
WHY EVEN HAVE ONE?
Here is a list of expected answers.
- So my customers can find me, contact me, etc.
- To build market presence
- To generate leads
- To share information with my target market
These are all great reasons to have a website, but ask yourself is your website doing any of those things?
Are you sure?
Can you prove it?
Or is your website just an online business card or the equivalent of having your company name listed in the phone book.
If you are in business of any kind than you are in sales and marketing first and then whatever your business actually provides second. Without sales and marketing you have no customers and with no customers no business.
CAN YOU PROVE IT?
Can you actually prove that lead X came from your website and was turned into a customer?
You should know how the person got to your website.
- Organic search result (Google, Yahoo, Bing, etc.)
- PPC (Pay Per Click) advertising (Google Adwords, Facebook ads)
- Direct Mail
- Radio and TV Ads
- Other Websites (Zillow, Trulia, Angies List, etc.)
You should know what that person did.
- Call you
- Email you
- Fill out contact form
- Ask for a quote
- Register for your mailing list
This is the experimentation part of your website. It should be fluid and ever changing. This is where the typical online business card website fails.
Understand Call to Actions. Pretty straight forward. I googled it for you!
Experiment with call to actions. Find out which ones have the highest conversions.
Your website should be generating leads. Yes sometimes it might generate an actual customer, but you should be cultivating contact info and adding that into your marketing database.
It amazes me at how many business owners and sales people set up a website and think it is a set it and forget it process.
It’s not! Just like any other part of your business is not. It requires work, attention, and focus.
I’m going to do a series of posts going into more details around a website plan for small business owners, real estate agents, etc.
Just as you write a business plan for your business, a marketing plan for your marketing and advertising, so should you be making a plan for your website.
I hope this info is helpful to some. I’m doing this as a service and to help better myself in the process. I’ve been in sales and marketing going on 10 years now and am in the process of transitioning from the corporate world into real estate and will be doing many of these things on my own as well.