You know the scene. You’re sitting at your desk trying to go unnoticed when your name is called. You’ve been summoned to the front. All eyes are on you as you are asked to explain the subject to the crowd.
Except…
You don’t know the answer.
Now everyone knows you don’t know. And you feel as though they think you don’t know anything!
You feel like that kid in the cartoon sitting in the corner wearing the dunce cap.
We’ve all had that dream.
It’s a situation we can all relate to, one that most of us have experienced at some point in our lives. That’s why we continue to study and read blogs like this one—so we don’t relive the experience.
The problem is that we often don’t know what we don’t know.
Internet marketing is one of those areas.
After all, it’s been around for less than thirty years. Compared to the thousands of years the discipline of marketing has been around in some form or another, it’s easy to see that Internet marketing is still in its infancy.
Did you know that it has been estimated that weak business websites equal a loss of 50% of their potential sales? This makes sense when you consider that the average internet user decides about a website in the first nine seconds and rarely returns once they’ve left a site.
Furthermore, statistics show that businesses are currently spending $92 on web traffic for every $1 they spend perfecting their website so that it converts. Imagine how many of those dollars you could save if you spent a little bit perfecting the website so it converts in the first place!
Thankfully, marketing experts can bridge this gap. These specialists possess the expertise to:
- Understand and analyze your market demographics
- Define your company’s Unique Selling Proposition (USP)
- Craft messages that resonate with your audience, making them feel valued and understood
- Plan and implement strategies for Search Engine Optimization (SEO) and User Experience (UX)
- And who have done rigorous testing to determine the best practices for marketing via websites
There are so many details. Each one could put you in that nightmare situation of making you look like you don’t know anything.
Consider these critical questions:
- Is your website mobile-friendly? With most internet users accessing websites via mobile devices, this is non-negotiable.
- What about accessibility to people with disabilities? Not only is this a legal requirement, but it also opens up your business to a broader audience.
- Have you tried assessing how your website compares to your direct competition? Without a specialized knowledge of the industry, how would you know?
- Would you know how to measure your website for conversion optimization? Conversion optimization is crucial for turning visitors into customers.
- Are you aware of the content gaps on your website? Do you know what a content gap is?
But what do you do?
You could go back to school and get an MBA in Internet marketing. You could, but we both know that while schools have their place, they rarely keep up with the real world, so you’d be back in the same boat.
Besides, you went into your business to do your business, not become an expert in business websites.
What then?
Well… You could hire an expert in these disciplines – if you were made of money.
The most effective solution?
Commission a Web Content Audit by a certified Web Content Auditor. These specialists are trained in the best practices for creating high-performing business websites.
While we may not know everything about marketing or websites, we know what works to make your site effective. A Web Content Audit addresses SEO issues, improves user experience, and ensures your website performs at its best.
Don’t wait until you’re in a nightmare scenario. Investing in a Website Content Audit every five to ten years is one of the most cost-effective business decisions you can make. It tackles all those intricate details, allowing you to focus on what you do best: running your business.