So you just got a new shiny website up and running, but no one seems to care. Tumbleweed rolls across your url, and no one knows your address. It is a challenge everybody has faced, and there are answers to this problem.
You Just Bought a Property
When you launched your new page there were two things you certainly did. You got a plot of land, figuratively speaking—that is your site address. Then you built a new shiny farmhouse on that property—your website.
Far out on the countryside among tumbleweed stands now an empty house. That is a good start, but some stop here, and wonder why hipsters aren’t streaming to your site to buy hay and fresh milk for their morning coffee. (Don’t know if the hay goes in the coffee.)
You Need Roads
Let’s face it. Nobody will take their 4-wheel-drive and find their way through the desert to find your newly launched website. You need roads and roadsigns.
SEO counts for a lot. It is what makes your page clearly stand out on google and other search engines. If your SEO is good and your content is something people search for often you might have some (or a whole lot) visitors right there.
Advertising is necessary. You may start up a Facebook page and regularly share relevant content to reach out to other people and in that way create your own free ads. Or you may pay for Facebook ads, Google ads or something else relevant to your industry. Both together is the best.
Old MacDonald wrote a successful song. That is great marketing.
The bottom line is. Nobody comes to your site without a road to get there, and your money, time and energy should be put equally much on the road and the property.
Cows & Ducks
Everybody knows what is on Old MacDonald’s farm. He did the marketing right. No mess, clear message. You will find a cow there, and it will certainly say moo. That is why people would like to visit his farm.
Why would they want to visit yours?
As you work on refining your website, you should be constantly sharpening it. Shear away unnecessary content and put your focus on what really matters.
This is a process that continues, and should continue all the time in a growing business. The websites I run are constantly updated, and refined. Things have to go, and information has to be simplified. The design has to evolve with the times.
But this could be an entire new blogpost, so I’ll save some of it for later.