There are a lot of factors that contribute to making a business web presence effective, and there are several opinions you’ll hear as a business owner:
“We must choose the right colors,” says the designer.
“We must choose the right words,” says the copywriter.
“We need to show off your business,” says the photographer.
“We need to post three times a week on Facebook and Instagram,” says the social media manager.
“We need to craft a premium web experience,” says the website developer.
None of these are wrong, exactly. In truth, each of them is a valuable part of optimizing your digital pipeline and building a presence which reflects the strong reputation of your business.
There is, however, a prerequisite for all of these. A component that, when your website does not have it, turns each of these important decisions and investments of time and capital into a disappointing ROI.
And that one component is traffic.
Or, in other words, attention paid to your website by users who stand to benefit from your services and products.
The most stunning, award-worthy website with the best language, most beautiful video and photos, and optimized for minimal load times and perfect SEO might be an investment of many thousands of dollars to produce; without traffic, it sits gathering dust while you return to local networking groups to drum up leads and replace the funds you’ve invested.
“How do we get traffic to the website so this work is worthwhile?” Asks the strategist.
