You’ve done it! You’ve published your new website. You went through the process of choosing fonts, colors, graphics. You made sure the text was on point with your brand. You painstakingly went through every page with a fine-toothed comb to make sure that it was exactly what you wanted and it looked exactly how it was supposed to look on every conceivable device. Months of your life are in this website. And now that it is published, what do you do?
FORGET ABOUT IT.
It sits in limbo with no updates, no refreshes, waiting for one day when you decide…it’s time to totally redo the website again.
Back in the olden days, the thought was that if you just had a web presence, it was enough. People would eventually find you because they would of course be looking for you and would somehow stumble across your website, read the entire thing, decide right on the spot that what you had to offer was exactly what they wanted and become an instant customer.
The truth is, you have not created a website. You have created a brochure. And what do people do with brochures? Unless it is some spectacular thing they cannot live without, they throw it away or put it in a drawer never to be seen again.
But this is not what you built this website for.
They say that your website is your hardest working employee. But websites can be lazy also. If you have built a static website, you have built a stagnant website. Potential customers may come to the site. They may even read the content. But if they have gotten all that there is to offer from the information you’ve provided, there is no reason for them to return.
“But I’m blogging every day!” — you exclaim.
If most of your potential leads come to your site through the front door, your home page, and you have not incorporated a place on this page to show new blog posts, how will people know?
And what about social media? You have a Facebook page you say? Well, is your page linked to your site? Are you posting regularly? Are all those blogs that you’ve written getting featured on your social media outlets to draw potential customers back to your site? Having social media pages doesn’t work if you’re not using them to their full potential. It’s just more stagnant space.
Customers need a reason to become customers. They need to feel that they need your product or service, that they have a connection with you and your company, that they are a part of something and not just another number.
This is why we build websites. We are creating a community, a place where someone can frequent to get their latest news and think about how your company can help them and add value to their lives. They need to see themselves using your gadget or talking to that rep you featured in the last blog.
A website is not just a brochure. It is a connection that you make with your potential customers and existing customers that says “We are here for you if you need us. In the meantime, check this out. It’s pretty cool and I found it just for you.” It is a two-way line of communication where you can get feedback from visitors and respond in turn.
Making someone feel more that a customer brings them that much closer to becoming a customer. And how do you do that? By giving them an experience, not a brochure.
You’ve published your new website. Welcome to the beginning. Now you can start:
- Engaging your visitors with new content on your home and blog pages.
- Featuring new information and products in social media.
- Asking for feedback and comments in your blogs.
- Giving existing customers a way to become your brand advocates with review and comment sections.
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