Competing for attention online — whether getting ranked on the first page of Google or generating leads from social media — takes more than just a great website. Now that your website is live — after the celebrating and euphoria of a job well done settles down — you’re likely left with lots of questions:
- How do I get traffic to my website?
- What’s the best way to reach my customers?
- What are the next steps I need to take?
The 3 paths business owners typically take after they launch their websites:
#1: Set it and forget it:
Despite the best of intentions, these site owners soon forget all about their websites and go on about their busy lives.
They look at their website rarely (if at all), and have no idea whether they’re getting any business from it. Maybe one day one of their customers informs them that their website isn’t working (oops! They forgot to renew their domain name!)…but other than that, they don’t really know what’s going on.
Result: They’re likely to believe that websites are a waste of time and money. Some might think about redesigning — hoping they’ll have better luck next time. The process starts all over again.
#2: Stab in the dark marketing
These site owners occasionally update or refresh their websites because from time to time, they have a new idea: “Let’s try moving this here and putting that there!”
They say things like, “I read a blog post that said I need to be on Twitter / use this widget / make an infographic so I can go viral….” and they come to me for help.
Most of the time they’re just guessing, but they’re willing to experiment because it’s better than doing nothing at all.
They may buy expensive courses, or hire specialists, but just about everything they do makes them feel discouraged and even more confused about what to do. And worst of all, they may eventually question their relevance: “Maybe people just don’t like what I have to offer.”
Result: Continual frustration, confusion, overwhelm.
#3: The empowered executive
These site owners pay attention to their website. They have a traffic and conversion strategy, constantly review their sites to see where they can make improvements, they know exactly where they rank in search, they’re aware of how many site visitors they’re getting (and where they come from, and what they’re doing on the site). They know which social media tactics are working and which things are not a good use of their resources — and they cull accordingly.
They’re not super human. They don’t have special powers you don’t possess. They don’t have more time in their day, and they’re probably not spending more money than you are.
They just start with a plan, remain aware, and apply consistent effort over time — drip, drip, drip — rather than in bursts or only from time to time when thing are going well.
They take an iterative approach. Rather than throwing money at a redesign every few years, they’re constantly using their website and invest in improving it. When they do make the decision to redesign years later, they’re armed with the insight to make really smart decisions — it’s an investment in taking their business to a new level, not just trying something that looks different hoping it’ll work differently.
Result: It’ll come as no surprise it’s the empowered executive who enjoys high search rankings and traffic, has lots of authority and an online following, and knows their website is helping their business grow.
An empowered executive empowers their website. Now that your website has launched, making it work for your business begins. Which type of website owner do you want to be?