That’s what Dr. Frankenstein said when he saw his new web site.
The good doctor had originally gotten a typical web site on the cheap. The teenage web designer had dutifully created a home page with about us, contact, and services offered tabs. What more could be needed?
Of course, the site sat there – like a tombstone – occasionally scanned by passersby with little more than a momentary glance.
Where had our doctor gone wrong? Why was his site lifeless and irrelevant?
Simple, he failed to create a site that would advance his marketing strategy. He needed a site to support his monstrous ambitions, but didn’t go the extra step to energize it.
Prescription:
Rather than start with a site design, he should have created a marketing strategy – then develop a site that would embrace his strategy.
Here are several simple steps to accomplish this.
- Define the overall marketing message: some call it brand; some call it USP (unique selling proposition). The name doesn’t matter, but this is simply that factor or concept that is unique to you – your product or service. This considers target market/s and benefits you provide.
- Decide what your web presence (that’s presence, not necessarily just a site) needs to be to accomplish your message. This could take the form of a web site, or a blog (looks and acts just like a web site), or the traditional squeeze page. And, of course, don’t forget the ever present social media platforms.
- Add the results desired: sales (for products) or lead generation (for products and services).
- Tie-in relevant keywords and make sure the site text is optimized, too.
- Identify
other modes that will drive
traffic and action, such as:
- Inbound links
- Directory listings
- Email campaigns
- Freebees, such as special reports, white papers, e-letters, etc.
- Consider other revenue generators
Now, relax, this doesn’t need to be done all at once. A phased process is fine. But start today.