Build it and they will not necessarily come, or stay, or remember you in a week’s time.
Many businesses do the right thing and invest in a high-quality website. One that not only looks smart, but has been strategically designed to attract traffic, capture leads, and engage your audience.
It looks and feels "on brand", communicates who you are and what you do, and demonstrates how you can help your target market get the results their looking for.
When a new website launches, everyone's super excited about how “ahhhmazing” it looks.
And rightly so, it's exciting when you finally see your brand birthed in digital form.
However, once all the hype dies down post launch and you've peaked with the accolades from your inner network, something strange happens.
No monumental surge in enquires and sales. No phone ringing off the hook. No flooded inbox.
And you're left stumped, wondering why the customers aren't knocking down your (virtual) door with the eagerness of a 5 year old in Disneyland.
"Can’t people see how ridiculously good looking we are?!"
When you've committed those hard earned dollars from the marketing budget into a new website, it's difficult to accept anything less than an obvious boost in business.
The silence is chilling.
The problem for these businesses is they have not planned or implemented a launch and maintenance strategy for the website.
Unfortunately, having a modern and attractive website alone will not guarantee more traffic or make more people buy from you. Build it and they will not necessarily come, or stay, or remember you in a week's time (no matter how wickedly handsome you are in pixels).
Not if you haven’t followed through with a strategy to capture your visitors and keep them engaged with your brand on an ongoing basis. Really, it's what comes after the website launch that really matters.
Because, the people that hit your website are all in different stages of the buying cycle.
There may be a small percentage that are literally ready to buy and thrust their money in your hand (or through your payment gateway) so long as your offer is communicated clearly, ticks all the boxes for them and is at the right price point.
But, most visitors are shopping around and will request more information so they can compare you to your competitors or confirm you’re the real deal.
If you’ve achieved an enquiry, you know they like what they saw, but they don’t yet trust you. And no one’s going to commit to someone on the dot if they don’t trust them.
And, then there are those that are interested in buying what you’re selling – whether that’s products or services – but they’re not ready to sign up or cough up the dough just yet. Maybe they’re still unsure if what you’re selling is really worth it, or unconvinced it will “work” for them.
So what’s a business to do?
Firstly, you have to get the right audience to your website.
With a clever SEO strategy and other digital marketing tactics like PPC advertising, content marketing, display networks and targeted social media marketing you can get the right people (people who want to buy what you’re selling) to your digital home.
But, getting the right people there is only half the battle.
Once they’re there, you need to make sure you capture their interest and make it easy for them to get in touch with you, or make a connection that will keep you on their radar. For instance, they may follow you on social media or join your email list in exchange for valuable, interesting and helpful information about your product or service subject matter.
This is the golden ticket, because now you have an opening to build a relationship with them outside your website, so that they grow to know, like and trust you.
And that, my friends, is when the fun really begins.
What are you doing to make your website work for you?