What happens when a visitor arrives at your site? Do you have a pathway set up to guide them from that first visit through dozens of points of contact until they become a customer? If this isn’t all set up in advance – Web, blog, social, email, and online store – there’s little point in getting traffic to your site.
Web Strategy 201
Competition on the Web is tough. You can't just hang your shingle and expect people to show up. Now that everyone is doing content marketing, the basics aren't good enough anymore.
Web Strategy 201 is about optimizing your site it so that it's not just a passive "showroom," but an active pathway for prospective customers.
This mini-series on Web Strategy is part of a larger 16-part series called "Content Marketing 201" to help you up your game with more intermediate and advanced strategies.
We are obsessed with getting traffic to our websites. I want to challenge that concept, because let’s face it – random traffic doesn’t do that much for you. Web Strategy 201 is getting beyond just “traffic” as a goal and making your site much more active in the sales process.
Competition on the Web is tough. You can’t just hang your shingle and expect people to show up. A basic website isn’t good enough anymore – it needs to function as a PATHWAY for prospective customers. Here’s how to make your website carry more of the sales load for you.