Lately it seems like entrepreneurs everywhere have jumped on the online marketing bandwagon. From pay-per-click ads, to social networking, online article submissions, hiring SEO firms and more. Many are also spending a fortune and doing everything under the sun to improve their search engine rankings.
Just about every day I get another email looking for a link exchange with one of my sites. And about every other day I get an email from some SEO firm who wants to guarantee me the first spot on Google’s search results.
I ignore them all. In fact, I don’t even spend much time, money or energy trying to battle my way to the top of the search engine results. You may not want to either. And here’s why…
1) Google changes their search ranking algorithms all the time. Sure, there are ways to rise to the top of search engine results. But many of those aren’t exactly 100% kosher. So they work for awhile. Then Google gets wind of the method, changes their algorithms and all those sites get slapped.
On top of that, with the algorithms changing typically a few times a month—and thousands (if not millions) of other sites competing for that top slot—it’s really hard to maintain a top position. I call it chasing the Google carrot. And sadly, it’s not something most small business owners can afford to spend as much time and money on as necessary.
2) Your Website alone can do a ton to help your search engine rankings. I know this for a fact, because right now if you search “small business marketing consultant Seattle” on Google my SuccessStream site is the top search result.
I’ve gotten that result organically. How? By putting the right keywords on my site, adding tons of relevant content, and creating quality links back to my site via online article submissions, social networking and more.
Yet so many entrepreneurs (and SEO firms) put all their focus on external sources for improving their SEO. They’re exchanging links with sites they don’t even know. And paying through the nose for Adwords campaigns, Facebook campaigns and more.
Nothing against these tactics of course… They can work. I just don’t believe this is where you should be spending the bulk of your time and money if it’s limited!
3) Getting good SEO—and the traffic that comes with it—is only half the battle. If you don’t have an effective Website you’re going to be pouring all your time and money into a giant black hole. Because all that traffic you’re sending to your site is just going to disappear instead of turning into clients, customers and revenues.
How do you know if your Website is effective? Ask yourself these simple questions:
1. Does my Website regularly send me hot leads or make sales for me?
2. Is my Website growing my contact list by signing up subscribers for my ezine?
If you answered no to both of these, then you are indeed putting the SEO cart before the Website horse. In other words, you’re spending too much time and money getting traffic to a Website that isn’t designed to build your business. And much like putting a real cart before a live horse, this ain’t gonna get you very far.
Instead, you want to make sure your Website is going to get all those people who land on it to DO something (other than just click away—of course). You want them to sign up for your freebie, join your list, register for your event, buy your product, or contact you.
The thing is…These days you have about ½ a second while people decide whether or not to stay on your site once they arrive. Then maybe another four seconds at best for them to determine whether or not you have something they want.
Unless your Website has been carefully designed with your business goals—and the wants, needs and problems of your prospects—in mind, all that traffic ain’t gonna do diddly-squat for you.
So, how do you turn your Website into the lead-generating, list-building, sales-making machine you want and need?
- Identify your ideal client and customer, and their wants, needs, goals and problems
- Determine what truly sets your products, services, business or results apart from the competition (because they need a reason to choose you instead of the other guy, or they probably won’t)
- Decide exactly what you want your site—and each page in it—to do
- Create a site plan that ensures visitors can find the info they need to confidently take action in two clicks or less
- Develop a strategic plan to drive traffic to your powerful, business-building site
- Write compelling Website content that grabs your prospect by the eyeballs, keeps them hooked, and convinces them to take the next step
- Get your site redesigned based on your plan so it does the job it’s intended to do—make you money!
Makes sense right? Really, it’s all very logical stuff. You just have to take the time to sit down, think it through, and do the work with all this in mind.
If this sounds like more than you’re willing to bite off on your own, or you’re not sure how to start, there’s an easier way…
Simply join me for my 5-week Website Sales Catapult virtual group coaching program.
We cover everything I mentioned above, and then some. And I’m going to personally guide you every step of the way—through live calls, Laser Coaching, and an online forum—as you plan out your site.
You walk away with a completed site plan, a storyboard of the layout of your main page, home page content drafted, and everything else you need to know hire a competent designer (or build it yourself) right away.
Best of all, you won’t have to worry about getting sold an expensive—but useless—Website. Because you’ll know exactly what you need done up front.
Interested? Spots are limited and the Early Bird rate ends soon, so pop over here now to get all the deets and register for the program: http://WebsiteSalesCatapult.com
Got thoughts on this topic? I’d love to know how your Website is working for you, and what changes you’ve made to make it more effective. Please do share by leaving a comment below…
