Complacency, Work and other dirty words.
I am often asked by clients and acquaintances “Why isn’t my site performing as desired?” Now besides the obvious you aren’t getting traffic or conversions it really comes down to this one simple thing. WORK! That’s right folks it takes work and the time to do to make a site perform. Occasionally a customer will complain and tell me they don’t get why their site is lagging after all the work they put in. I usually follow with the question what did you do exactly? They go on about flyer this and I passed out cards at the local gun show or I sent out 1 email to their buddies……none of which were my initial advice. My previous blogs touch on the things I commonly preach about. This usually leads to the tough love kind of speech. I log into their site and I review the analytics, I note how many times they have even logged in and I certainly see if they have done anything since the original site was built for them. I also have a number of other tools in place to see what kind of links they are generating and I even check and see if they are copying content from other sites. Then I point out the error in their ways and again tell them what they should be doing to be a rock star. The common response is that sounds like work! Well yes it is work. The sad part is this “work” can be done while having your butt parked in a lazy-boy in front of your TV while in your PJ’s. So I would not label as work per say but more making better use of your time.
Take the time to put some new pictures or graphics or announcements on your home page. Big players in the e-commerce game do this on a daily basis. Work on those product descriptions. Make them sharper and stand out by adding images and providing uniquely written content. Think like the sales person you are and make your products attractive to your customers. Take the time and make your presence known on social media outlets and on various forums. If you do these things on a daily basis and you will have a significant impact on your sites performance over time. Give people a reason to come back to your site. Make them want to. You want them to ultimately check your site like they check their email or Facebook page. If you become complacent and NEVER change anything then people will become bored with your site and will not think to return to it. You have to make your site look lived in. If it is all crickets and cobwebs people will not return. Take the Google Doodle for instance. Do you think Google is doing this because it is fun. The answer is no. They are just giving folks one more reason to return and use their search engine.
In summary spend time better and do what needs to be done to make you a success. The faster you do this the faster you can hire some people to handle these things for you. If you sit back and do nothing then you should expect nothing in return. Once again I remind you that Outdoor Business Network is here to consult and hire for all of your marketing and optimization needs. 1-800-699-0820 sales ext 1.