Expect More From Your Website

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The good news is that with a bit of foresight and the right information, every business can have a website that delivers a tangible payoff.

The other day I was meeting with an accountant who specializes in tax planning for high income earners. We were discussing ways to make his website a more effective marketing tool. I explained to him: “even though I’m a business owner with a Business Degree, when I look at a set of financial statements I see obvious things like how much profit is on the bottomline.

However, when you—with all of your tax saving expertise—look at a financial
statement you see a whole world of information and can take expert recommendations to your client that saves or makes them significant amounts of money. It pays for our clients to seek out your help.”

I went on to explain to him that when I look at a website, I see a whole world of information that he misses. It isn’t because he’s not smart, but because it’s not his area of expertise.

We Don’t Know What We Don’t Know.”

In building a business website, there are at least three ets of talent you need to tap into:

1. A web designer who knows how to make an attractive, modern website.
2. A web programmer who knows the correct
   techniques to construct a fastloading website that works in today’s web browsers.
3. A web strategist who can tell you how to build your website so that it makes you money.

It may be that two or more of these talents are handled by the same person…just make sure they’re handled. If any of these three talents are missing, you’re putting your website investment at risk.

Just like the high income earner who pays for the services of their financial planner because it more than pays for itself, spending money on your business website should also be viewed as an investment. You should have a clear plan for how your website will pay you a healthy return on that investment—getting your phone to ring more, people walking in ready to buy or people buying directly from your website.

When planning a business website, you need to answer this fundamental question: “How, specifically, is my website going to make me money?”

By starting with a clear plan for how your website will achieve your marketing goals and deliver a tangible payoff, you have the proper foundation to build on.

Expect More From Your Business Website!

Scott & Jennifer Gingrich, Piggybank Technology