How To Waste Marketing Money, Part 3
Don't have a good website.
It's that easy!
We like to talk about the marketing chain. That's all the series of smaller or larger actions from a prospective customer never having heard of you, all the way through to being a regular client, customer or patient.
The percentage of customers you end up with at the end is a compilation of the percentage you DON'T lose at each step of the way.
A good website lies somewhere in the middle of that chain.
What is the job of a website? If you think of the degree of interest of someone who has heard of you, as like a flame, perhaps it is just the tiniest of sparks. To get a sale that spark has to be fanned into a great burning flame.
Sure, some percentage will take one look at you and reach for their wallets.
What about all the rest?
These days, a huge percentage of them will go online to find out more about you.
If you don't have a website, or as is more common now, you don't have an EFFECTIVE website, that spark dies.
If the website is a well-constructed marketing tool, that spark is nurtured and in a goodly percentage of cases, bursts into flame. You get the call, the inquiry, the sale.
We have documented an effective website as almost doubling a company's new business - with no other changes in their marketing.
A good website increases the effectiveness of all of your other marketing, promotion and publicity activities, even word-of-mouth.
And, because it is essentially a one-time expense (other than the small monthly hosting fee and any maintenance costs), that makes it the cheapest marketing there is.
Byrd's Law #32: Going Cheap on Your Website Can be Very Expensive.
