Make your new or existing website earn money
Part 1 of 3
If your strategy for growth doesn’t include
the web, you’re likely missing a lot of sales. However, even
if you’re a shrewd operator, you can easily spend a lot more
developing a website than you need to. You don’t know what you
don’t know. And in the case of building a web site for your business,
what you don’t know can be costly.
This is how it usually goes – you meet with
a web developer, you will give her some idea what you want your
site to do, she gives you some thoughts and you agree on a scope
of work. What you almost never get is the strategic marketing
advice that you need to make your website ring the cash register.
Let’s face it – websites are a commodity.
Just yesterday, I talked to a man who builds websites. CHEAP.
Many of his clients are marketing agencies. After they determine
the keywords for their client, they hire him to develop the site.
Once the site is up, these agencies do some level of search engine
optimization. In other words, they make some changes to make
the website easier for the search engines like Google and Bing
to find when a prospective customer types in a search term like
“used 1998 Honda Accord transmission.”
Don’t be fooled. No matter what the developer
said, the cheap sites (below about $1,500) don’t have much search
engine optimization, though they may look nice. The web developer
may very well tell you that your new or redesigned website is
optimized, but how do you know?
Good news. You don’t have to spend tens of
thousands of dollars, but you have to know what to ask and how
The biggest problem, really, is that the
developers don’t usually understand your business, and don’t
know the right questions to ask. They don’t understand the complex
issues surrounding part look up, or the strategic issues of your
customer mix now and/or where you want to migrate it, or shipping
issues, pricing issues, and don’t mention cores or they are for
sure thrown for a loop.
And you don’t know what to ask of the developer,
you just want all the “cool” stuff. A blog? Sure, no prob! (With
no discussion about who will post to it daily, using relevant
terms and content designed to boost traffic to your site.)
This is a three part article, watch the next
two months to get tips and practical explanations of many terms,
so you can pull together all the information you need to do better
on the web.
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Remember, only you can make BUSINESS
Ron Sturgeon is past owner of AAA
Small Car World. In 1999, he sold his six Texas locations, with
140 employees, to Greenleaf. In 2001, he founded North Texas
Insurance Auction, which he sold to Copart in 2002. In 2002,
his book “Salvaging Millions” was published to help
small business owners achieve significant success, and was recently
reprinted. In June 2003, he joined the new ownership and management
team of GreenLeaf. He also manages his real estate holdings and
investments. You can learn more about him at WWW.autosalvageconsultant.com
He can be reached at 5940 Eden, Haltom City, TX 76117, firstname.lastname@example.org or
817-834-3625 ext 6#.