Earlier in this blog, I posted some alarming information on small and medium business websites in the digital domain.
- 74.7% lack an email link on their home page for consumers to contact the business.
- 65.7% lack a form-fill option to enable consumers to request information.
- 93.3% are not mobile compatible and will not render successfully on mobile devices or smartphones.
Most alarmingly… Six out of ten small and medium sized business websites in the U.S. are missing either a local or toll-free telephone number on the home page* to contact the business.
As a business owner, you might not have known any of that was a problem. Chances are good the “web company” you were working with never even asked the right questions. They built you a “pretty website” that flat does not work. (By the way, this is not to say marketing a bad website won’t work, it just makes it harder and much more expensive.)
Here are a few questions for you to answer about your website to help you focus your efforts in the digital area.
- Who is your website targeting?
- Is there a different target online than the person you’re trying to attract to your store?
- What is the primary goal for your website?
- Advertising, couponing, database development, business information?
- What are you trying to accomplish?
- How is your website integrated into your marketing plan?
- What type of marketing have you done for your website in the past?
- Who is in charge of managing communication with your clients online?
- Who will respond to customers when they reach out to you online?
The questions scratch the surface on what you should ask almost before you get started. In talking with hundreds of small business people, I get blank stares and shoulder shrugs with these questions. Web marketing “experts” have come popping up almost as fast as wildfires in Montana’s summer. Considering the whole field of “social media” and “websites” are not 15 years old yet. (Social media isn’t 8 yet).
Having a trusted adviser who understands and has used every one of the 20+ media and marketing opportunities you have in Yellowstone County is a big deal. Getting your marketing sorted out to grow your the top line of your business is a big deal.
You are in business to enjoy your passion. My passion is helping other businesses grow.