Today I’m going to talk to you about the number one thing you can do to improve your marketing, and it’s actually very simple and very obvious. The number one thing you can do to improve your marketing is to first improve your website.
You see, your website is your number one asset. If you think about it, your website doesn’t sleep, so technically it could be seen as your number one employee too because your website does so many things.
Your website gets the phone to ring. Your website prescreens people. Website tells people about what you do and how you do it. Your website tells people who you are, your story, where you came from, what your beliefs are. Your website does so many things, and most people, they just don’t take their website very seriously. It’s the most important thing you can do as a business owner to improve your marketing is to first focus on improving your website.
Go back to the very basics. Make sure that it’s clean. Make sure that it’s organized, well written. Make sure it has good graphics. Make sure it’s well branded. Make sure that the colors match, the fonts match on each page. Make sure that the font size is not different on different pages. Make sure you have a blog post. Make sure you’re updating it regularly.
Online presence is everything, and the number one way to control your online presence is to control your website. Clients ask us all the time, “How much is it going to cost to build me a new website?” And the answer is, “It depends.”
For example, if you’re going to build a house, and you’re going to go and interview a builder to build this house for you, he’s going to ask you what your budget is. So you can build a $100,000 house or you can build a $1 million house. You can put granite countertops in. You can put cherry hardwood floors. You can put carpet. There’s so many different things you can do to a website to make it more fancy or make it faster or make it better from an SEO optimized perspective.
The thing is you need to do what’s best for you and for your business. The whole point of this, the number one thing you can do to improve your marketing is just to focus on your brand, your website, your reputation, because it all starts right there.
Make sure you have a couple, one, two, three different colors that you use throughout your entire website. Make sure that your website matches your business cards and matches your print marketing, and matches other things that you use to develop your brand.
Make sure your website has good content. It defines who you are as a business, what you do, what services you provide. Your website, in my opinion, should have a lot of information, but not too much. It needs to excite people, but not overwhelm them. It needs to get people to take action when they get there, and know how to take action.
It needs to give people options on how to communicate with you. Some people are going to want to fill out a form. Some people will want to call you. Some people will want to send you an email. Some people may just want to first start by joining your newsletter. Some people may want to just download a resource that you have on your website first.
So the more options that you can give somebody when they go to your website to communicate with you or to engage with you, the better. Then what you have to think about is once somebody does go to your website, what are you going to do with them next? How are you going to engage with them? How are you going to communicate with them?
We had a client yesterday that came in and he had a phone number on his website, no disrespect if he’s watching this video, it’s fine. The phone number on his website actually goes to one of those answering machine boxes that you plug into the wall, that you plug into your phone, and it dates, and it says, “Leave a message.” We’re just so far past that from a technology perspective that you need to step it up if you want to be here long term.
So your website can do so many more things for you than it probably is doing for you right now. Testimonials from clients, pictures, graphics, before and after, product photography. Your website is your online store. Your website is your brand. Your website is the heart that helps your business run and pump blood everywhere. Your website, it can make or break your business. Seriously, I mean that. Your website can make or break it because it’s the message you deliver.
Here’s something else, a lot of mistakes people make with their website is they build it once, and then they forget it. They don’t come back to it. They don’t update it regularly. Your website and Google and Yahoo and Bing, they will take much better care of you if you’re updating your website on a consistent basis, and consistency is key. Or if you’re writing articles or posting videos or updating page content or providing new services, updating your hours on your website, things like that to let the customer know that hey, you are taking care of the website. And if you’re taking care of your website, I’m going to tell you what, they’re going to think and know and believe that you will also be willing to take care of them as a client.
If you’re neglecting your website, if your website is not more responsive, I’m telling you what, nine out of 10 people are going to think by looking at your website that if you’re not doing that, a good job, you’re probably not going to do a good job helping them with their needs as a customer as well.
Do not overlook the importance of your website. So if you’re looking for the number one thing you can do to improve your marketing right here and now, it’s improve your website. Focus on your website because your website will be here long term.
Your website will help you bring in new traffic, new leads, new customers, new clients, new referrals and everything. That is today’s lesson is focus on your website. You do that, you will start to build a better business.
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If you want your business to succeed, you got to be doing better marketing.
We’ll talk to you soon.
Brian Evans – President
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