The secret to solving your website frustrations

by Tom Trush

When I put my company's first website online in 2001, the Internet was a much different place.

There was far less competition ... Google had yet to establish search engine dominance ... and having a website -- much less an online marketing strategy -- was far from a necessity.

These days, you likely understand the potential for boosting business online. But, if you're like many business owners, you're still confused on how to properly use your website.

Of course, you know having a website in today's business environment is a must. The problem is it usually requires a significant investment and how you quantify your return isn't always clear.

Right?

Furthermore, if you don't know how to update or make quick changes to your website, it's likely your content sits stagnant and acts as a glorified business card.

So why do some websites bring in business, while others do virtually nothing?

Well, first you must understand the Internet is a marketing medium. And, like other channels such as newspapers, direct mail and TV, successfully capturing leads from your website requires a strategy.

Simply put, a website is not a "build-it-and-they-will-come" marketing medium.

Once you have a strategy in place, the good news is you can leverage technology to automate much of the lead-capturing process. You can also tie in offline marketing with your website and eventually promote offers at virtually no cost.

The secret to solving your frustrations is to view your website as a marketing system -- not just a place to post content about your company.

As such, you need ...

• Multiple ways to capture e-mail addresses and deliver relationship-building information that addresses your prospects' problems.

• The ability to change and add content whenever you want so you don't have to spend time and money every time you create new campaigns. (WordPress eliminates this challenge.)

• Several web forms tied into autoresponders so you can deliver instant information to your prospects when they crave it most.

• A list management software tied into your website so you send targeted e-mails according to your prospects' actions.

• Multiple websites (or squeeze pages) so you expand your marketing message and your online success isn't dependent on a single point of contact.

Once these pieces are in place, you can then track activity and follow up accordingly to turn your prospects into paying clients and customers.

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© Trey Ryder

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