I got a call from a website client today.
Actually, now ex-website client.
He told me the website we created for his agency wasn’t getting any traffic, so he went to one of my competitors and got a new website.
He admitted it wasn’t a better website. It doesn’t have all the features. But he decided to focus his business on a different product line so he figured he’d get a new website.
We could have changed some things on your existing site, I told him.
“I know but it wasn’t getting me any new business.”
Why didn’t you start a blog like we talked about so you could write posts for the keywords that would draw the kinds of visitors you wanted to your site?
“I know. It’s my own fault. I’m not blaming you.”
No, you’re just going to my competition. Well, what are you going to do to get traffic to your new site?
“What should I do?”
You should do keyword research and write blog posts. You should put a lead generator on your website, so you can capture email addresses of prospects and nurture them until they become clients. If it’s in the budget, you could even buy Google AdWords or Facebook ads to drive traffic to your site if you don’t want to make the time investment in on-site SEO. There’s offsite SEO, too. What are you doing about that? There are a lot of things you could do.
“Yeah, I’ll probably do all that. What’s a lead generator?”
I thought we talked about that before.
“Can you send me something?”
You’re not even my client anymore.
Yeah, it went kind of like that.
Of course everybody wants set and forget solutions. And it’s possible to have them, but you need to make the effort.
When you buy a marketing solution — whether it’s a website, a newsletter, social media accounts, anything — it’s not set and forget until you’ve learned how to operate it properly, trained someone else to do it or hired someone to do it for you.
Would you buy a piano and expect the ability to play it to come with the instrument? After the movers brought it into your living room, would you expect to go over and sit on the piano bench, put on your glittery red heart-shaped glasses and start banging out “Goodbye Yellow Brick Road” like Elton John?
Not unless you had already become an accomplished piano player.
You see my point.
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