Is Your Website a Money Tree or Money Pit?
You have invested countless hours in planning, designing, writing copy, developing code and search engine optimizing your website. The anticipation mounts and finally the website goes live.
Now is the time to reap the rewards. Right?
The Quality Website
Search engines (and humans) reward quality websites.
Despite good intentions and expectations, most websites never achieve visibility at the top of search engines, reach target audiences, generating a healthy volume visits from new visitors, and most importantly, convert visitors to customers, most websites never meet these objectives.
How could this possibly happen? You hired the best talent, invested ample resources and created a great website. Or, at last you thought so.
Surprising Fact #1: Website Planning & Design Best Practices are Not Common
The web changes quickly and best practices in website design, development and optimization are not standardized. It has become increasingly difficult for those dependent upon the website to ‘master’ the website as an extension of their business.
Search engines Google, Bing and Yahoo! each emphasize the importance of creating a “quality website” for search engine performance. Visitors and customers are increasingly savvy and demand more from mobile and website experiences. Yet 60% of brands report that they know their website is average, or below average.
Surprising Fact #2: The Website Doesn’t Support Strategic Goals
The bottom line is the ultimate indicator on website performance. Every day I encounter C-level executives, business owners and entrepreneurs that the website is not supporting business goals and objectives.
Whether you hired the top agency or web design firm to create your website, built the site in-house (or even did it yourself), chances are you are among the countless organizations that are disappointed by the performance of their website. This is not a fluke. And, Yes. You can turn it around because 99% of Reasons Websites Fail to Succeed Are 100% Preventable, and correctable.
The Solution: Brands Must Take Ownership of the Website As a Business Asset
Yes, the web is filled with mediocre websites. However, the blame does not lie solely on the shoulders of the web industry. It is time businesses and brands take ownership of the website. You do not have to learn a new language to proactively guide the creation of one of the brand’s most visible assets – the websites.
Truth is, the process typically used to build websites is fatally flawed. For many years now I have been evangelizing to businesses and brands transition to shift their perspective of the website as a project or expense, to a business asset…and the need for them to take ownership of the process.
I invested an entire year to write a non-technical book for businesses. I dispel myths and share best practices of the ‘web elite’ enabling every organization to embrace the website as a dynamic extension of the business, and empower them to achieve more from their website, regardless of how much (or how little) the website budget may be.
– Rebecca Murtagh
Transform the Website from Expense to Asset
Once the website is embraced as a business asset organizations learn to guide planning, design, SEO, programming and content with business principles, marketing fundamentals.
This website is dedicated to helping you make the most of your website investment. So, whether you invest $1 million dollars, $100,000, $1,000 or less to create your website, you will be able to implement best practices that the elite of the web use to create high-performing, profitable digital environments.
The Quality Website is Not a Project
It is time to update the definition of a website. I made this case and propose the new definition for the website in a Search Engine Watch post, and more extensively in my book, book: ‘Million Dollar Websites: Build a Better Website Using Best Practices of the Web Elite in E-Business, Design, SEO, Usability, Social, Mobile and Conversion‘, available as a Kindle ebook and in paperback on Amazon.com.
Rather than a project with a beginning and end, the website should be a living extension of the business or brand that is never truly “finished”. The digital, social landscape in which every business now competes demands more thought, planning and adequate resources
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