We’ve observed a common pattern over the years: We help our clients to launch their website. It is both rewarding and exhausting for everyone involved. Some of our clients then walk away, hoping their new site will run on autopilot (and a few of them do). Other clients dutifully update their site with new and fresh content. At about the six month mark, however, everyone begins to notice the same thing—especially if they’re watching site analytics. There just aren’t as many people coming to the website as they expected. Word never really got around like they hoped. We built it … but they didn’t come.
This isn’t always the case. Sometimes we launch our clients’ site as part of a specific marketing campaign. We didn’t just build it—we built it and told people about it in a compelling way that reached them—and then, yes … they did come. But that is the unfortunate exception to the rule. More often, our clients approach us for help with their brand. Launching a new website is part of their branding (or rebranding) execution. Our clients then sit back and wait for customers to come … but they don’t.
Right now, potential customers are online searching for products and services that you offer … are they finding your website?
Having a great (i.e. beautiful, powerful, strategic, effective) website does you no good if people don’t use it. And how will they use it if they cannot find it? There are, of course, numerous marketing channels for exposing potential customers and clients to your website. Organic search traffic is only one means of acquiring interested leads. Increasingly, however, it is an avenue you cannot afford to ignore. Right now, potential customers are online searching for products and services that you offer … are they finding your website?