Website building options are growing at an exponential rate. The good news is there are now a plethora options – many of them offering beautiful sites for a low monthly price. The bad news is there about a billion options and building a website is more like putting together a 1000 piece puzzle with no picture.
Many organizations believe that minimizing the budget reduces risk. It’s understandable to want to minimize development expenses, but it’s a trap. You are favoring short-term spending over long-term returns. And that’s rarely a good strategy.
If you stop to consider what a marketing website should be able to deliver over the long term – a steady flow of high-quality leads – you’ll understand that it doesn’t take many new clients to pay for your entire investment.
Keep these things in mind when developing a new site.
1. Who is your target audience?
Getting clear on who you are trying to attract is the most important step. It is easy to get lost in so many distractions, but if you are clear on who you are trying to attract it is much easier to figure out what content will need to be on the site.
2. Most people are not ready to buy.
There is a much bigger audience of people who are just thinking about buying than who are ready to take action. Focus on engaging the bigger audience.
3. How will you get people to visit your new site.
Long gone are the days when you could build a site and expect traffic. If you don’t have a plan for how to drive traffic to your new sight, then you will not have any more traffic than you previously did.
4. If it sounds too good to be true, it is.
The amount of marketing advice has grown about as fast as the options on how to build one – and everyone claims that their approach is the solution. My best advice is to run away from anyone who claims that they have the approach that will get you guaranteed results.
The approach that will work for your organization is as unique as your organization. A cheap website will likely get you little return on the investment. A well thought out website will likely cost more, but it is bound to deliver results that will make you glad you made the investment.
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