The NFL’s biggest game of the year is next Sunday, so it seems a good time to discuss the difference between “playing the game” and success. The teams playing for the championship have done more than field a team and show up for the games.
But far too often, small businesses do just that with their websites. They hire someone to build and launch a website and then do little more.
It’s understandable. After all:
- Running a small business is a lot of work.
- You want to do your business’ specialty rather than work on a website.
- The technical aspects of websites can be daunting.
- Many businesspeople have no idea what a website is capable of.
- So, they have no plan for using their website beyond an online brochure.
- When budgets are tight, it’s easy to believe they can’t afford to do more.
- So, they opt for DIY options with no clear plan.
- If they haven’t tracked the performance of their website, they don’t see the gaps and thus don’t know what needs to be (or can be) fixed.
- Many never designate the website as one person’s responsibility, so it gets neglected.
- A website is often seen as an afterthought or “business requirement” rather than part of an integrated business strategy.
But here’s the thing: Just as championship teams don’t win by simply showing up, businesses don’t succeed online by just having a website. Success requires a strategy.
From Participation to Performance
A well-built website isn’t just a digital placeholder. It should be an active part of your business, working for you 24/7. Like a football team studies film, adjusts plays, and trains relentlessly, your website needs ongoing attention and optimization.
Think about what sets apart winning teams:
- They analyze data. They study their opponents, track performance, and make data-driven decisions. If you’re not looking at your website’s analytics, how do you know what’s working or losing you potential customers?
- They refine their game plan. No team enters a season without a strategy. Your website should have a clear purpose, whether it’s generating leads, making sales, or building credibility.
- They make adjustments. Teams don’t stick to a failing playbook—they adapt. If your website isn’t converting visitors into customers, it’s time to tweak your messaging, design, or functionality.
- They invest in their success. No winning team operates on a “set it and forget it” mentality. Websites need regular updates, fresh content, and technical improvements to stay competitive.
What Winning Looks Like for Your Website
A championship-caliber website isn’t just one that exists but actively helps your business grow. Here’s what that looks like:✔ It attracts your ideal customers with clear, engaging messaging and SEO best practices.
✔ It guides visitors to take action through strong calls to action and user-friendly design.
✔ It builds trust and credibility with up-to-date information, testimonials, and clear branding.
✔ It tracks and measures success so you can make informed improvements over time.
Time to Call the Right Play
If your website isn’t delivering results, it’s not because “websites don’t work”—it’s because it hasn’t been set up for success. The good news? Unlike a football game, there’s no final whistle on your business. You can start making changes today.
A website audit is the best way to identify what’s working, what’s not, and what improvements will make the most significant impact. Instead of just playing the game, ensure your website is winning it—and helping your business reach the championship level.
Want to see how your site stacks up? A website audit can give you a clear game plan for turning it into a real business asset. Let’s talk.