One common mistake that we see with people ordering websites to be built is that they focus only on the look of the site and ignore its role in generating traffic, enquiries and sales for their business. As a result, they may order a site that they get built and then just leave static. The site never gets updated or modified. As a result, the site’s growth and traffic-generating abilities are crippled.
As an example, late last year I built a site for Derek, a small franchise business owner. As part of the package Derek ordered, I add researched content and links to the site every month.
Within the first month his site was ranking well and from a brand new site, he got customers in the first two weeks and now gets an average of two new customers a week from his website.
Aaron, another longer-established franchisee who works in the same area saw all these customers that the new franchisee Derek was getting and asked how it was happening. Derek happily told Aaron about our services and gave Aaron our contact details. We didn’t hear from Aaron and Derek subsequently discovered that Aaron had ‘found a guy’ who could ‘do a website’ for only $1500 without monthly maintenance. Three months later, Aaron has not had a single customer from his site, while Derek gets several every week.
From the outside, Aaron’s site looks OK, but it has none of the powerful background structure that attracts traffic and visitors, and no maintenance (which may be redundant on a badly designed site anyway). He has now resorted to paying to advertise his website in conventional media (newspapers and magazines). This is like him buying a beautiful new sports car without an engine to save money on petrol each month and then hiring people to push him around in it – it is more expensive, ridiculously ineffective and doesn’t do what it was supposed to do in the first place.
Derek’s site is making him money and has paid for itself many times over – it’s a profit-generating asset. Aaron’s site is a loss-making liability. It’s a simple mistake that all starts with mindset and a clear idea about why you have a website in the first place.
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