If you’re an internet marketer you’ve got a lot of different things to keep you up at night. You’ve got to worry about bringing new visitors to your site, creating new campaigns, optimizing keywords, keeping up with emails, managing the expectations of your company goals and staying on top of reporting. Wow, you certainly do a lot for your website, but what has your website done for you?
Wouldn’t it be nice if once in a while you didn’t have to work so hard and your website could actually deliver more results to help you look good in front of your boss at the next management meeting?
Most marketers don’t consider the company web site when looking to move the needle on their marketing goals. More often than not they look outside of their site towards marketing tactics like search engine advertising, co-registration, banner campaigns, etc. Sure, all of those things and more are a necessary part of internet advertising, and each needs to be managed but compared to the workload that your website can do, they are all support tools at best, not a means to an end.
You don’t really need more visitors to your website, you need a better website to do the heavy lifting for you. Think about it, if you’re just getting more people to look at your storefront window display that really won’t do your business any good. Well that’s what is happening by concentrating outside the website when marketing is spending all of their time and effort to increasing visitors. People may be clicking providing you with high click through rates and more visitors but how many of them are staying for how long? What’s your websites bounce rate? And how many of those expensive click throughs resulted in the cash register ringing?
Your website needs to work for you not against you. With website optimization, conversion rate marketing and persuasive design, your website can do a lot for you, so you don’t have to loose sleep at night and be excited again for that next management meeting. Any internet advertising after that will only make you look like a marketing superstar. But don’t worry I won’t tell your boss and neither will your website, you can take all of the credit.
