Building a website is more than just engaging a designer and having web pages developed that you think look good and has the right message. Your website is your 24 hour, 7 day a week sales tool and as such requires careful planning around what is your online marketing strategy. Most people have a web design without knowing the facts first and some of the mistakes that are made are:



Not having a Search Engine Optimisation Plan on all terms

Instead of brainstorming 20 to 30 keywords for search engine optimisation, use Google Keyword Analysis. These tools help you find all the terms people are using, to find your products and services.

Prioritise these words into easy, medium and long term ranking goals for Google. Optimising your web pages for all your easy terms will bring relatively quick, free and qualified traffic to your website. You will then set the right outlook for your Online Marketing Strategy, for visitor goals and ranking - helping you focus your time and money in the right areas.

Looking at your design, content, traffic driving and sales process individually

It is the nature of internet marketing that each area affects the other's results. For example, your web site design will have weaknesses if you don't consider how you are going to bring traffic to your website – getting image names and messages incorrect. Choose the right platform to place your design on, or you will impact your ability to conduct search engine optimisation effectively. Ensure your copy writer writes for easy reading and search engine ranking, otherwise you will have to rework your content to increase traffic to your website.

Not positioning uniquely

Most people look at their competitors to “copy” things they like about their websites. What happens when a visitor has you and your competitors websites open and is trying to decide who to contact? You must position your website uniquely – both in terms of unique buying motives and experience of using your website.

Not monitoring website analytics, testing and measuring to improve

Do you look at your statistics alone, or do you look into your website analytics to discover visitor behaviours? These behaviours might be losing you sales. Subtle things can make a big difference to your leads and sales generation. Image placement and types used, headings and the traffic you are bringing to particular pages, ease of reading of your content and many other things affect your conversion rates. Use website analytics to find out what you can improve on your website.

Confusing strategy with tactics

There are over 27 pillars of strategy, and more than 500 tactics, that can be used on the web to increase leads and sales.

An Online Marketing Strategy is a logical plan across these tactics. Planning what is suitable to your business will ensure your tactics and strategy work together effectively. It includes building the capability of your team, implementing the right systems and procedures.

Making decisions based on price alone

We understand many people find that there is so much information that it is challenging to choose the right solutions. Because of this and conflicting interests of niche providers such as Web Designers and Search Engine Optimisers, defaulting to price decisions - in the absence of facts you can trust - can seem to be your safest way of managing risk. In reality, the price may seem low but as you discover your real growth needs, expenses begin to mount and your low price risk management begins to hurt you. Using an experienced online marketing strategy business consultant can help you navigate the information overload and guide you on the right decisions for your business.