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It should convert or why bother?

SalesFunnel_optDrew McLellan is the Top Dog at McLellan Marketing Group

It's not very often that I disagree with Seth Godin. But in his blog post on Friday, he was talking about websites and said "but don't beat yourself up that it's not converting. By real-life definitions, nothing online converts."

Boy, when Seth gets it wrong, he gets it really wrong. One of the best things about the web is it's measurable.  Finally -- we marketing types can measure our work and can tell what's working and what isn't.  

We can literally calculate the sales results based on a simple equation and then triggering certain marketing tactics that influence those results.

Whether you actually sell something online or not -- your website can and should lead to sales.  You just have to understand how people move through your sales cycle and then build the site to be sales funnel shaped... making it easy for people to find the information they need to make a purchase.

Now -- there are some exceptions to this rule.  Some people, consciously or not, have decided they don't want their site to sell.  There is absolutely nothing wrong with this decision. It's just a different choice.

Are you one of those people? You might recognize yourself if you...

Built your site to showcase your work visually and have very little text: In today's search driven rule, a photo heavy site has a tough time competing with a site with lots of SEO enhanced text.

Never change or add to the content on your site: Stale content doesn't bring people back or keep their interest for long.

Your site doesn't help web visitors: Using your expertise to both help the visitor and demonstrate your knowledge is a smart way to keep them coming back for more and sooner or later, some of them will be ready to buy.

Aren't driving people back to your core site with your social media efforts: Are you a frequent re-tweeter but rarely share your own helpful content? Are your social posts stand alone efforts?

Again -- it's absolutely fine to opt for a site that doesn't sell.  Just make sure it's a choice, not a mistake.

 

~ Drew, Top Dog at McLellan Marketing Group

 

 

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Comments

"Just make sure it's a choice, not a mistake."

As always, this is EXCELLENT advice! How many of us actually take the time to make informed decisions?

I'd like to combine yours and Seth Godin's advice: strive to convert, measure to find out if you're converting, but if you're not, don't beat yourself up, just tweak something and keep trying.

Sharon -

In marketing's you know, it's always about options. There's no right or wrong answer -- just different avenues with different results.

It has to start with an informed decision or else you end up wasting a lot of time and money!

Drew

Jodieie,

When it comes to the web -- tweaking is an ongoing and never ending activity. But, I think it starts with having the end in mind and then building it to have a shot at getting you there.

Drew

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