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Measuring and Monitoring Your Website's Performance

A Review! Measuring Results to Improve
Your Website's Performance.

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Web Marketing is More than Driving Website Traffic!

Over the past 9 issues we have focused on Search Engine Marketing. From setting website objectives, keyword selection, website design, pay-per-click and link building we spent most of our time focusing on driving traffic to your website. That's obviously very important but Website Marketing is much more than that.

Driving website traffic is one part of the sales process. In the first article of this series we discussed setting website objectives. Making a site successful means more than just deciding if you want to use an ecommerce module or be an online information resource.

Most BUSINESS Websites Under Perform!

The vast majority of websites for small and medium BUSINESSES don't have a purpose! If I got really demonstrative about it I'd say "Most websites Under Perform!" OK, I said it.

Why do I feel so strongly about this? It's because I think BUSINESS websites ultimately have 2 real purposes:

1. INCREASE REVENUES
2. DECREASE COSTS

If you are business you have to turn a profit. And the last time I checked a profit means revenues surpass expenses. So why shouldn't your website actively follow this concept?

If your BUSINESS website isn't doing this maybe you should consider whether you should bother with a website. Is having a website worth it just "because everyone else does"?

I'll close this series of articles with 3 points that I feel every business website should address:

1. CREATE DIRECT SALES ONLINE
2. CREATE DIRECT LEADS (that eventually results in sales)
3. BUILD RELATIONSHIPS (that eventually results in sales)

If you aren't achieving at least 2 of these objectives your website isn't working to capacity! ... even if it looks great, has some good information, etc.

I say, let your competition be satisfied with nice looking sites that have some decent information but don't achieve real, tangible results that directly impact increases in revenues or decreasing costs.

You Have Got to Give to Get

How do you do this? Glad you asked. First, you make your site actionable. Are you asking your clients to buy online or contacting you for services or products? Are your visitors supplying their name and email address so that you can stay in touch with them?

Well, it's not quite as easy as just asking for the sale. If you want something from people, like sales or their email address, you have to give them something in return... something excellent in return. This includes something that makes your clients or prospective clients life better, more affordable, easier or happier. Great deals, fun, security, worthwhile information. These are some of the things that people will respond to, need or want.

Use Search Engine Marketing to drive traffic to your website. But give them something very worthwhile when they get there. And do what you can to starting building relationships with them, via email marketing or some other interactive communications process.

Web Usability = A WIN, WIN Situation for Your Customer & Your Business

Over the next 10 articles, I'll be focusing on how you can build, market, maintain and utilize your website to provide your visitors with a mutually beneficial relationship. One that creates profitable transaction for your clients / customers and your BUSINESS.

I'll hope you will join us. For now, why don't you learn more about what Custom Fit Online Solutions can do for YOU?

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WHITE PAPER - How to Choose the Right Search Marketing Consultant
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