Get more than just "a presence" on the Internet

By David Leonhardt



The water purification salesman had been talking to us for what

seemed like hours. During a lull in his monologue, I asked if he

had a website.



"Yes. In fact, we are the only independent distributors of this

product who does," he proudly beamed.



"So you get a lot of leads from the website, then?" I asked.



"No, actually I don't think we've gotten a single lead from it,"

he replied.



"Then why do you have a website?" I wanted to know.



"To have a presence on the Internet."



A few days later, our home inspector was giving us an update on

the state of our house. We had bought it a few years earlier in

winter, when snow was on the ground and on the roof, and we

thought an update would be a worthwhile investment.



"Do you have a website?" I asked.



"Yes, I do. But, I don't think a single customer found me that

way."



"Then why do you have a website?" I asked.



"To have a presence on the Internet."



A lot of entrepreneurs and small businesses are sold on paying

for a website because it is important to have a presence on the

Internet. For many businesses, that is true. But what does "a

presence" mean?



Would you open up a store in the corner office of the fifth floor

of an office building, or would you open it up in the mall?



Would you leave the windows bare, or would you fill the windows

with merchandise and open the door to make your store inviting?



Would you ignore customers when they enter the store, or would

you carefully place merchandise and staff to maximize the revenue

from each visit?



"A presence" is only valuable if the website serves a purpose, if

it fulfills its goals. Just sitting there, somewhere in

cyberspace, is not a sound business strategy. An experienced

website marketing consultant can help you determine what goals,

if any, are viable for your business website.



Here are a few of the goals you might want for your website:



Online pamphlet.



If you connect with customers by telephone, this is an ideal way

to instantly deliver a pamphlet to them. No mailing, no delays,

they can even call up your information while you are on the phone

with them. This website has to look credible and be choc full of

information.



Credibility booster.



If you are selling a big ticket item, particularly one that

requires a good reputation, a website can help. This website

should look upscale and focus on credibility-boosting content.

It is ideal for speakers, consultants and other business-to-

business service providers.



Lead generator.



One excellent use for a website in many non-retail businesses is

as lead generator. The idea is to funnel traffic (website users)

into the site and lead them to take action. Such action might be

to call you, to request a brochure, to request a free sample,

etc. The main requirement for this is the maximum amount of

targeted traffic possible, of people interested in what you have

to offer.



By way of example, my marketing website at http://www.seo-

writer.net serves these first three goals: online pamphlet,

credibility booster and lead generator.



Email Address Gatherer.



This is really a form of lead generation, but it is unique in

that you are not trying to sell through the website, but through

an email newsletter (also called an ezine). The website is there

primarily to pique interest, and the newsletter is there to build

affinity and trust in order to make the sale. You need to have a

newsletter set up, and you need targeted traffic.



By way of example, my personal growth website at

http://www.thehappyguy.com serves this goal, attracting

subscribers to my Daily Dose of Happiness.



Sell.



Of course, if you sell hard goods, electronic goods or even many

services, you can make the sales right online. You need some

form of payment gateway and/or shopping cart, and your website

needs to be able to make the sale from start to finish, which is

not always easy. Of course, you also need customers in the form

of targeted traffic.



By way of example, my liquid vitamins website at

http://www.vitamin-supplements-store.net serves this goal.



What you want your website to achieve should dictate the look,

the structure, the content, the writing style and whether or not

the site is optimized for the search engines. Before investing

any more money of time in your website, invest the time required

to determine the goals you want your website to achieve.



Or you could be like that water salesman or my home inspector,

satisfied with having "a presence". Of course, many people go

through life having "a presence" on Planet Earth, but most

entrepreneurs I have met are go-getters. If "a presence" is not

good enough in the real world, why settle for it in the online

world?



A website should be an investment, not a cost. If your website

is not working for you, or if you feel your business should have

a website, determine realistic and useful goals, then set your

website up to achieve them.



Maybe you don't need a website at all. Or maybe your website

could double your profits. Either way, don't let it sit there

gathering dust somewhere in cyberspace.