Losing Money on Your Website - Most are…
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Recently Mark Asper, President of Internet Strategies, a business and Web think tank, was interviewed on the mistakes many businesses make when using the web to promote their business. He said that most businesses have a gap between what they spend and what they make on the web, that web investments are upside down and do not have an positive ROI. In other words they loose money on the web. He was including both Local Businesses and e-Commerce companies in saying that the reasons for this money draining investments are:
- No clear Internet Strategy
- No integration of the Web activities with the rest of the business
- The thinking that their business can’t ‘sell’ on the web
- Not understanding the Web
- Too much outsourcing
These reasons can be summed up simply by saying that most websites don’t have the clear purpose of driving business into their doors and integrating the web into the money making processes of their business. This situation is because for the most part people don’t know what the WEB is best used for or how to do it even when you clearly know what you want to, that is make money by increasing business to your store, consulting practice, or local business.
The problem is compounded by outsourcing people who have the knowledge, you know web designers, graphic artists, programmers, but are more concerned with ‘non-business’ issues instead of your revenue goals. What you often end up with are beautiful websites full of graphics, blinking banners, perhaps even videos and audio clips. Many of these businesses offer a lot of good information as well on-line, from their product catalogs, to elaborate “About Us” pages with company history, officers, locations, etc.
These websites might be good for the ego (which isn’t always a bad thing) but they don’t put money in your pocket. Websites like this might be great for consumers who want to learn about your products and services so that they can prepare for a purchase, translate that into shop you and your pricing around. However unless you’re a library providing free content isn’t helpful, at least for your bottom-line.
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