This is a reprint from an email I recently sent to my clients, but I received so many emails about it I thought I would post it on the blog as well!
OK, so you just shelled out a ton of money for a new website, you launched – and to your dismay you have nothing in terms of customers or sales. I have clients that I launched a year ago who are disappointed in their lack of sales and questioned whether it was the website design.
That is what made me write this in a newsletter! I work hard at creating designs that work with your niche, that are clean and easy to navigate for consumers and that contain the latest in terms of design aesthetics.
Can I say for certain that it is not design related – absolutely not, but based on my experience with the client I decided to lay it out clearly for them. (This client had no e-commerce experience and minimal computer experience in general, so this really gave them some insight.)
For those of you that cannot understand why sales are not being made, please reflect on the following:
- Once the site launched – how did you promote it? (Actually, did you promote it?)
- Have you had the site optimized for SEO? (and remember this is an ONGOING necessity not a one time service)
- Have you done Google Adwords to generate new traffic?
- Have you reached out to any blogs for a review or write up?
- Have you done link building to help bring traffic to your website?
- Are you actively marketing on Facebook and Twitter?
- Are you reading every ecommerce blog, website and magazine that is out there to learn about all of the above?
- Are you analyzing your Google Analytics to see where your current traffic is coming from to see how relevant it is to your website
- Are you monitoring what your competition is doing
- Have you set up goals and filters in Google Analytics to see if people are getting to the cart and leaving?
- What have YOU done to make people want to buy from you?
And I hate to say this, but this is a SHORT list of ideas!
These are just SOME of the things that need to be done to make sales. It is not about making a post on Facebook once in a while or sending out a promotional Tweet on Twitter. It is an ONGOING dedication to your website, to learn and absorb everything you can about e-commerce. The look/feel of the website is irreleveant to most customers….it is NOT the website that will hold you back from sales, it is the lack of constant promotion, optimization, relationship building and e-commerce education that will keep you from your long term goals.
If you launched the website and you have done nothing since launch other than tweet or do a Facebook post once in a while that is not enough! I guarantee this will lead to failure. Unfortunately, just like with ANY business you start, it requires dedication and even additional money to achieve the goals you are looking for. You cannot do it all on your own – you will need professional help at some point, so add that into your marketing budget. Hiring a good SEO person or Adwords manager can result in a great ROI if you find the right person.
Also keep in mind the nature of the business you are in. The economy is still rough and if you are an item that is a higher dollar amount or not a more “everyday” type of product you may feel the pinch more than others.
So what happened after I sent this? This particular client contacted me and THANKED ME! They admittedly had done nothing since launch last summer other than Facebook or Twitter. They also stated how they always get compliments on the site. This email opened their eyes about just how lacking they were in marketing their “baby” and they are now planning a strategy for future marketing…..
I love a happy ending and I wish them the best of luck!
Jill Caren brings over 12 years of WordPress and SEO experience to help you improve and grow your website. She has spoken at several events on SEO and has been published in several top SEO publications. You can contact Jill here.