Did you know that many small businesses sabotage their online marketing efforts before they ever begin?
They do this by either overspending, or underspending, on website design services. In either circumstance, these websites rarely realize a positive return on investment. This very often leads business owners to mistakenly conclude that their business cannot benefit from online marketing.This article will show why these websites should be avoided by business owners who want to market their goods or services online.
Mistake #1: Hiring Overpriced Web Designers The first mistake that many businesses make is wasting their marketing budget on website creation.
Web designers regularly charge small businesses as much is $5000 or more to for websites that offer little or no marketing value. And while web designers often create beautiful websites, the costs can be astronomical. In the worst case scenarios, small business owners will spend their entire online budget just building a website. Once small businesses fall into this trap they end up with a nice looking site that gets no traffic and makes no sales.Remember, website creation and online marketing are two entirely different things.
Mistake #2: Signing up for free website, often through large directory services that sell advertising:
Free websites usually perform just as poorly as overpriced ones. Very common problems include:Free sites usually include paid advertisements that distract visitors from and derail the sales process. Most people visits small business websites because they are at least considering spending money on their services. The last thing any small business wants is to have visitors click on ads and leave the website before that visitor becomes a customer.Also, free websites are usually very poorly optimized for search engines…so they attract very little traffic and convert very few visitors into customers. The offer of a free web-page can be tempting to many business owners. But it is important to remember that without targeted traffic any website is nothing more than a business expense. A website needs to be optimized to get traffic and also to help turn visitors into customers.
Effective websites get real results. When small business approach web design from a marketing point of view they get better results. Online marketers understand that websites must be positioned to attract targeted traffic. Effective websites also incorporate direct marketing principles by including a strong call to action of every page. Lastly, these sites are reasonably prices so small businesses can invest their marketing budgets on actual marketing activities instead of site design!
Effective marketing websites are positioned to attract targeted visitors (traffic – usually by showing up at the top of the search engines for relevant search terms). They also have a strong call to action on every page. Each call to action invites a direct response, moving visitors through a sales funnel designed to get more customers.
To recap, spending several thousand dollars or more on website design is counterproductive for many businesses when the sites are designed without any consideration given to marketing effectiveness. Web design alone is not a profitable marketing expense. Rather than spending $5000 to build a website, most small businesses are better off spending $1000 on website design and $4000 to drive targeted prospects and convert those prospects into hanging customers.Free websites are also counterproductive most of the time They are usually rank very poorly for important keywords limiting their ability to rank high in the search engine. As a result, many business remain virtually invisible to potential customers searching for their services online.
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