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Website Strategy for Small Business

Posted On - 28/11/2014 08:28:36

Know You Know Your Customers
There are two ways to get business: you find it or it finds you.

You can get business hoping prospects will want what you offer or be exactly what they're looking for.

If you're a business trying to find a market life is going to be very different from one that's in demand.

Truism maybe but when it comes to the web it's one that's deadly serious.

Search engines don't exist to help you: their 'job' is to serve those doing the searching. If an engine doesn't consider you relevant to a search you won't appear. So no longer can you rely on gut-feel and experience to tell you what customers want. You need to know it - precisely.

Here's the answer, what was the question?

Look on the internet for "website design" and you'll not be short of advice.

Of how to use Photoshop and Dreamweaver to craft the fine details of your site. Of why you should look at other businesses websites to gauge how you should design yours. And so on.

And while none of this is strictly wrong it's not right either. The advice is misplaced. It assumes a critical piece of information is already known.

Fundamentally design is the expression of purpose. And if you don't know why visitors have clicked through to your site, you can't present them with what they're expecting.

What is the purpose of a business?

This may come as a surprise: the purpose of a business is not to make money. It's to create and keep customersThis may come as a surprise: the purpose of a business is not to make money. It's to create and keep customers - making money is a consequence of that. And the better you are at it, the more you'll make.

Peter Drucker – the management guru - coined this question as a way to gauge business owners. Because those who don't get this will struggle – their minds aren't on the right things.

The change from someone who's never done business with you to someone who has turns on a crucial pointthe moment they make an enquiry.  In that instant they have engaged and given you the chance to start a relationship. They've even given you the opportunity to sell to them. And this means one thing: to be successful in business you must excel at creating enquiries.

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