The key to making your website pay off

26 Dec 2008 | Angie H

In Seth Godin's almost 4-year-old ebook, Knock Knock, he lists one important complaint from businesses:

The #1 complaint that businesses with websites bring... is always the same. They can't make their website pay off.

And to be honest, I can completely see how this happens again and again. In fact, some of our own clients came to us due to that very frustration.

The thing is, many business owners have been told that you absolutely have to have a website if you expect to make it. Or that having a website will instantly increase sales and revenue and profit and all that hoo-ha. The thing is, it can't. At least not on its own.

Like Seth says, a website is just another marketing tool. There's no magic bullet, it doesn't automatically turn visitors into customers and it takes some effort to get results. A website, like any other marketing vehicle, is there to get the viewer from point A to Point B.

Once this simple point is understood a company's website can be a strong method of increasing your bottom line. Otherwise, trying to get your website to do anything and everything for you is just going to end up backfiring and it won't do a thing.