03rd August 2018

The Pitfalls of the ‘Build it and They Will Come’ Myth!

You’ve probably heard it said many times that a website is crucial to the growth of your business.


It’s a 24/7 sales and marketing tool that showcases your products, your services, your skills and helps to establish your credibility – this is true but it isn’t the full story. Simply having a website isn’t a guarantee of instantly trebling footfall to your shop floor, or quickly multiplying leads and online sales to create endless ‘ka-ching’ moments. It can be, but it involves far more than simply building it and waiting for the traffic, leads and sales to arrive. This myth is one that some business owners still haven’t busted yet!

No or Low Website Traffic?….

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If you’ve already built a website for your business and had the misfortune of discovering the hard way that traffic, leads and sales didn’t just start to roll in, a big part of the problem may have been that few people knew your website existed. Your new website is a ‘needle in a haystack’. There are more than 1 billion websites on the World Wide Web so simply being one of them doesn’t guarantee huge volumes of traffic on your virtual doorstep, not without a lot of hard graft!

Launching a new website is a big deal. It takes a lot of time and effort but many people don’t realise that it’s only the beginning of the journey. If you want your website to do what it’s supposed to, you need to let people know that it exists and this means building your brand awareness.

Here are just 3 of the many marketing strategies that new and existing website owners should think about employing to increase brand awareness, website traffic, leads and/or sales:

Add content & share it

Your website is never a completed piece of work. You need to update it with your business news – add regular blog articles, case studies, testimonials, product reviews, new team member photos and profiles, and anything else that reflects the life of your business. This makes it easier for people to find the site online and learn what you are all about. Then share the new content via your social media channels to increase brand awareness and click-through.

Optimise content for search engines

People use search engines such as Google to find companies online. Your website content and its meta data i.e. keywords in page titles, page descriptions and image descriptions that explain the content of each page. Inclusion of keywords that reflect what customers search for online helps Google to identify a match, and then include your website in potential customers search results. We call this Search Engine Optimisation or SEO for short.

Create email campaigns

Share new content on your website with existing and past customers by sending regular email campaigns to them with links back to the web pages. This encourages click-through. You also have the added bonus of being able to see how many people opened your campaigns, who visited the site and which pages they went to!

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Creating content that can be found via search engines, social media channels and email marketing are all important tactics that work together to drive potential customers to your website. Avoid being disappointed by your website’s performance by adopting a realistic and growth driven approach to marketing your website. Once it’s launched, start planning your phase 2 content. What content wasn’t included in the first version that should go into the next phase of improvements? Once you’ve made your list of potential updates, challenge them – have you conducted research to test whether these changes are really necessary? How will they benefit your customers? If the answer to both of these questions is yes, get to work on implementing them, then launch your marketing campaigns and monitor and analyse their effectiveness.

If you adopt this process of continuous improvement, regular marketing and performance analysis you will have a clearer picture of what is working and what isn’t. Keep learning, keep improving and keep measuring performance to fine-tune your website strategy. In doing so you’ll no longer be a needle in a haystack but a thorn in the side of all of your competitors!

Contact us to arrange an initial meeting, with no obligation to commit to working with us.