Do You Know Why You Built Your Web Site?
When asked, “Why do you have a web site?” – Most small business owners stated that they were not sure. This is a sad reality. Consider this: Most web site visitors go to Google (or Bing), run a specific search query, click to your web site, go there, and only remain there for less than 15 seconds. It is no wonder that most web sites have an extremely high bounce rate. A high bounce rate conveys to Google that your web site does not have what the searcher was looking for. Google’s brand integrity relies upon serving up the best matches for those who rely on its robust and relevant search platform. According to Google (2014), the “bounce rate” is defined as the percentage of single-page visits (i.e. visits in which the person left your site from the entrance page without interacting with the page).
Web Site Deceptions and Realities
Most small business owners go into web site build mode – proficiently lacking the understanding as to “why” they need a business web site and “what” the primary purpose of managing a web property must be. Just because you have a web site, does not guarantee that you will increase your market share or generate one dollar of income. In other words, in and of itself, your web site is not an automatic traffic/profit magnet. Such realities must be your wake-up call relative to your web site/brand platform.
What Your Web Site Can Do for Your Business/Brand
Your web site should be built for these purposes:
- Share your portfolio
- Product or service information
- Business definition , mission, and vision
- Create and manage forum/community exchanges
- Cross-linking and external back-linking opportunities
- Hours of operation
- Contact information (including full business address and toll-free telephone number.)
- Low-Level Marketing
- Textual, audio, and visual promotion
- Low-level web site visitor tracking (analytics)
- Product/service offerings (Descriptors and ecommerce sales transaction capabilities.)
- (When designed, build, and managed efficiently) visitor awareness, interest, and positive brand recognition and loyalty
- Testimonials and endorsements
- Awards and achievements
- Low-level trust initiator
What Your Web Site Will Not Do for Your Business/Brand
Remember, in and of itself, your web site will not render the following:
- Automatic income generation
- Prospect (visitor) traffic
- Sell your product(s) or service(s)
- Build and nurture long lasting relationships.
- Make your phone ring
- Effectively perform your marketing
- Identify visitor characteristics and attributes (Demographic, psychographic, geographic, and behavioral attributes.)
- Identify visitor problems, goals, or needs
Professionally Designed, Engineered, Managed, and Measured Web Property + Efficiently Planned, Executed, and Managed Business/Marketing Strategy = Increased industry market share and greater profit realization.
Next week, on the Strategist Radio LIVE, we will dig deeper into these critical bullets to help you maximize your online presence, increase market share, and execute toward sustained profitability.
Be smart and be encouraged,
Google (2014). Behavior: Bounce rate. Retrieved on January 31, 2014 from https://support.google.com/analytics/answer/1009409