Mr. Marketing: Are you overbuilding your website?
By Rob Weinberg
Six years ago there was a housing bubble that overdeveloped real estate markets.
It led to excess capacity that’s still working its way through the system, needlessly costing property owners money and weighing down the overall economy.
Today overdevelopment seems to be the trend when creating websites. Excess capacity is needlessly costing business owners money and adding little of value to their marketing abilities.
Successful websites are well designed and have good content. They regularly add new materials to encourage return visits by both people and search engines.
Starting from this point, the question becomes who will change that content? Two models typically prevail:
Hire writers, designers, strategists or website coders, letting you focus on whatever you do best.
Do it yourself.
At my marketing agency we’re seeing an increasing number of sites being built so the owner has the ability to make their own changes.
Only the changes never happen.
Business owners are typically involved with every aspect of their organization — personnel, real estate, taxes, operations, sales, marketing, finance. The list is endless.
With all those distractions, as well as family, socializing, networking, meals, and sleep, there’s little time for writing and updating your own website.
No big deal, right? Only it costs roughly double to build a site where you manipulate content yourself.
Which means the owner either pays someone like me to update their site, or their site goes untouched.
What they may not realize is that every time fresh content is added to a Web page it calls attention to itself, bringing search engines in to examine what’s new.
That Web page now moves to the top of the pile worldwide. The more frequently you make changes to your site, the more frequently it rises to the top.
Make no changes to your site and you get buried.
Doing it yourself isn’t a problem, assuming you have staff dedicated to regularly making those updates.
However, with an economy that’s increasingly forcing us all to do more with less, the chances that you’ll keep that staffer focused on your website are very slim.
It’s something to consider before you build your next website.
With that said, I wish you a week of profitable marketing.
Mr. Marketing’s team has built dozens of the most user-friendly and effective websites around. Get his help at www.askmrmarketing.com.
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