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If the purpose of your website is to attract more customers to your business, there is a vital component you should demand from your website design company that nearly all of designers ignore. Design companies disregard this either because they’re blind to its importance, don’t have a clue how to fulfill it or both. Your Website Design Team's Missing Member Most website design companies will tell you there are two areas of expertise they provide for the development of your website: programming and design. They will also make use of your key words to enhance your website’s search engine placement. Some also offer search engine optimization (SEO) to help drive more traffic to your website and may have the know-how to set you up with pay-per-click programs. If you ask the average design company to help you write your copy, they may have someone with decent writing and language skills to assist you. What most website design companies neglect to offer, however, is an expert marketing strategist who will work with you to ensure your website will bring you an abundance of business. Strategy Verus Tactics: Know the Difference Most businesses confuse tactics with strategy. Tactics is the execution of your marketing plan. This includes such things as media selection, budgeting and relationship building. Strategy, on the other hand, is what you say, how you say it and who you say it to. An effective strategy is one which delivers the right message at the right time to the right people. It requires having something great to say and saying it well. Perhaps the most serious fault of nearly all website design companies and the vast majority of small businesses is they fail to understand that strategy is almost always senior in importance to tactics. Thus, they mistakenly focus most of their marketing effort on tactics and their websites, and other marketing efforts fall short of their potential. The Only Meaningful Website Goal If you truly want to be successful in your business, the goal of your website must be to convince potential prospects they would be making a huge mistake to buy the type of product or service you offer from anyone but you. Reaching for anything less will reduce your potential business volume and revenue. We employ a process to website creation called The Marketing Formula. This seven-step method enables us to separate our clients’ businesses from their competitors so they get the business and their competitors do not. Understanding what your marketing goal should be and having The Marketing Formula to achieve your goal separates Business Builders from virtually every other company involved with website design. Copyright © 2012, Zetta Technology Management and Business Builders. All rights reserved. No portion of this report may be reproduced or transmitted, in any form or by any means (including e-mail or fax), without written permission from Zetta Technology Management and Business Builders. |