BUILD IT AND THEY WILL (still need to be persuaded to) COME
I was attending a songwriting conference in Nashville when a speaker started talking about his experience with a web designer. Although his website ended up being beautiful, it brought him absolutely no new business. He wrapped up the story by saying he felt conned by the designer who created it for him and to be careful not to let others take advantage of you. As a web designer myself, this hit close to home and I felt bad for him. While I do not know the web designer’s intentions, I really only see one way in which the designer did him a disservice: a failure to educate him.
There are many reasons to build a website:
Membership area for clients
Sign up area for future clients
To educate others
E-commerce store
There are many other reasons to build a site but you may notice a common theme: none of them include advertising.
A website is a place to educate, gather and inform but it is not meant to replace a business or organization's communication plan. The idea of “Build it and they will come” is unfortunately not relevant in regard to a website. (Search Engine Optimization may be the only exception to this rule but I will be covering that in a future blog post.) Even when a professional designs the website, you still need a separate plan to convince potential clients to come to your site.
So what should you do so people actually see your site after you have it up and running? While there are many other resources with more detailed explanations, I will give you a few ideas to get started!
Social media
Online advertising
Google ads pay-per-click
Email campaigns
Snail mail
It may seem outdated but this could be a great way to stand out!
Other advertising opportunities
Speaking Engagements, Signs, Billboards, etc.
It’s just as important to drive people to your website as it is to have a professional place to send them to.
Now that you know the importance of a communication plan, what’s next? This all depends on your time availability and skillset. If you would like guidance on what may be the best option for you, feel free to sign up for a consultation call. They are always free with no strings attached so if you're simply looking for clarity, I am happy to help!
With love,
Heather
Curious how I can help your communication plan?
Heather Brockell is a Web Designer and Copywriter based out of North Dakota, USA. When she isn’t designing websites or writing, she performs as a professional figure skater and singer in ice shows all around the country.
Want to hire Heather to create something magical for your online presence?