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| | The Small Business Think Tank Network is not currently active and cannot accept new posts | | Web Site ROI | Views: 429 | | Dec 04, 2008 10:02 pm | | Web Site ROI | # | 
Pete Hollier | | Why is it so many businesses make such large expenditures on web sites and once they are online leave getting their Return on Investment to chance?
I have been of the opinion over the past few years that once a web site is online the real work begins, and to date absolutely nothing has happened to change my mind. If anything I feel the statement even more relevant in today’s economy and over crowded Internet environment.
So why do so many businesses leave getting a positive ROI for the web site to chance. Is it apathy are they not aware of SEO / SEM or do they just seem to think “hey it’s a great web site people can’t wait to visit me”?
Private Reply to Pete Hollier | | Dec 05, 2008 1:09 am | | re: Web Site ROI | # | 
Gary GotVMail | | Well, I think that the whole nature of SEO is rather new and, for some people, elusive. They think that "if you build it, they will come," so to speak -- in other words, a quality website will automatically translate into conversions. That's not always the case, however. You not only have to invest in a quality website but invest in getting the word out, too. It can be difficult for some folks to wrap their heads around. Also, I think PPC-type SEM really is only good for certain types of businesses and is overused. Private Reply to Gary GotVMail | | Dec 05, 2008 1:16 am | | re: Web Site ROI | # | 
Lindy Asimus | | ROI on a website is not necessarily just limited to SEO.
The attractiveness of the offer is something else again. You can have all the hits in the world, but conversions are what counts.
And for some businesses, that conversion comes after the enquiry, and not just click to purchase online.
Lindy
Private Reply to Lindy Asimus | | Dec 05, 2008 2:38 am | | re: Web Site ROI | # | 
Lamar Morgan 954-603-7901 | | Pete,
It is very easy to be overwhelmed with all The Internet has to offer - be it free or fee-based. Just having a website is not the big deal it once was. What matters most is the BIG PICTURE regarding what you are trying to accomplish and how all tools you choose - including SEO - play into it.
I believe the best advertising resource is not computers, radio or TV, but OTHER PEOPLE. How do you get OTHER PEOPLE to spread your business message? While that is not necessarily easy to do, I believe it is being done constantly around the world. I also believe such spreading of someone else's business message is not necessarily a "happy accident," but an anticipated outcome of planned activities. And, while it may sound a bit corny, I also believe GOOD THINGS happen to those who help MAKE good things happen. Therefore, it is actually a SMART BUSINESS STRATEGY to become a "go-to" person. What is a "go-to" person? It is a person who people actually seek out for help.
Have you ever needed to find a good doctor and asked a friend as opposed to looking in the Phone Directory's Yellow Pages? Well, you could consider the person who referred you to a doctor as a "go-to" person. According to the book, The Heart and Soul of Netweaving, when you become a "go-to" person, what you are indirectly doing is building a network of people who can actually strengthen your business - regardless of what that business is.
To learn more about the ways becoming a "go-to" person can help your business grow, visit netweaving.
Lamar Morgan
CDMM - Synergistic Business Marketing
707-709-8605
Attract more customers! Private Reply to Lamar Morgan 954-603-7901 | | Dec 05, 2008 3:04 am | | re: re: Web Site ROI | # | 
Reg Charie | | Lindy, if you understand SEO to mean making your site as user friendly as possible, and this includes presenting your products in the most advantageous light, and with easy purchase routines, then the conversions have to come.
It is a numbers game also.. an excellent conversion rate is in the 4 to 5% of unique visitors range.
The days of "If you build it they will come" is LOOOOONNNG gone. This should now read "If you build it, and get it to list above the fold on Google's result pages, they will come"
As for PPC, if the time and money you invest in PPC marketing returns more than you spend, it is worth it.
Reg - NEW!! PaintEngine Filter & stand alone shell http://FantasticMachines.com
All You Need is Dotcom-Productions and a Dream. http://dotcom-productions.com
0Grief http://0grief.com/special_hosting_accounts_for_my_ryze_friends.htm
CRELoaded websites http://RegCharie.com Private Reply to Reg Charie | | Dec 05, 2008 1:36 pm | | re: Web Site ROI | # | 
Kurt Schweitzer | | Pete,
I think you need to keep in mind that not every business has the same goals for their websites. For some the website is a direct revenue generator, while for others it is merely one of many ads for their business. For still others it is a channel for people who already have a relationship with the business to communicate with it.
I personally feel that while usability is always a key issue, the ability to find the site via a search engine is not. It all depends on the goals one has for the website.
As for return on investment, how often do you have your car serviced? Are you someone who spends every weekend washing and polishing it, or do you only work on it when something falls off?
For most businesses their website ranks about equal with their work truck - as long as it's doing the job it'll occasionally get washed, and have the oil changed, but that's about it.
Kurt Schweitzer
Urban Village ScootersPrivate Reply to Kurt Schweitzer | | Dec 05, 2008 3:21 pm | | re: re: Web Site ROI | # | 
Scott Wolpow | | It has to do with mind set. I have two clients with paid for sites. They have not posted their products at all. They do not want to take the time.
And I understand. My jewlery site needs updating. I need to take out three weeks to get all the data done.
I know I shoudl break it up into smaller pieces, but I still view it as a large project.Private Reply to Scott Wolpow | | Dec 05, 2008 6:23 pm | | re: re: Web Site ROI | # |
Reg Charie | | Kurt, your attitude about your website is "dark ages".
You seem to truly not understand the benefits that SMALL changes to it could bring to your business.
>>For some the website is a direct revenue generator, while for others it is merely one of many ads for their business.
Your website *could* be a direct revenue generator.
That is is not is because of your choices.
>>I personally feel that while usability is always a key issue, the ability to find the site via a search engine is not. It all depends on the goals one has for the website.
Finding ANY business via an internet search should be one of the KEY goals.. I research EVERY local business that i do business with on the internet using the search engines to locate them initially. Granted that I am on the extreme end of those that use the internet, but I am merely ahead of the times.
If you run a yellow pages ad for your business would you have it run under a category where nobody would find it or would you want it run in the automotive/scooters section?
It is the same with your website. There is so little competition for top local search results that a minimum of effort would be needed.
>>As for return on investment, how often do you have your car serviced? Are you someone who spends every weekend washing and polishing it, or do you only work on it when something falls off?
I have seen you bring this up before.
SEO, especially for something like your scooter shop, is NOT something that has to be done, redone and tweaked constantly.
It is more like your computer's clock. Set it and forget it.
>>For most businesses their website ranks about equal with their work truck - as long as it's doing the job it'll occasionally get washed, and have the oil changed, but that's about it.
That should read "for the unenlightened business".
It is like saying that you do not publish your business phone number as you do not want to be inconvenienced by people pestering you with questions. Perhaps you should say, "Let them come to the shop if they are interested".
Reg - NEW!! PaintEngine Filter & stand alone shell http://FantasticMachines.com
All You Need is Dotcom-Productions and a Dream. http://dotcom-productions.com
0Grief http://0grief.com/special_hosting_accounts_for_my_ryze_friends.htm
CRELoaded websites http://RegCharie.com Private Reply to Reg Charie | | Dec 05, 2008 6:49 pm | | re: re: re: Web Site ROI | # |
Pete Hollier | | Well as my profile states I work in SEO so I will have a somewhat biased opinion on the topic.
Reading the comments thus far I make note of two items in particular.
1. Education of web site owners. I used to live in New Zealand and worked in SEO, this is going back say 3 to 4 years. It was not an easy task, although the actual optimization of a web site was easier to accomplish in those days. educating the Web Site owner of the benefits of SEO was much more difficult. More often than not a web site owners reply would be SEO What?
In some ways this has not changed for the small and medium sized business, although larger corporations are now discovering the benefits of Search Engine Optimization.
2. Reg has hit the nail on the head understand the benefits that SMALL changes could bring to your business.
Success in SEO does not depend on one or two major changes, but depends on all Web Site elements and Internet Marketing Strategies to be utilized in a Search Optimization efficient manner. Success does not depend on one large step, success depends on many small ones.
I must say this is a great forum lots of interaction amongst the members.
Private Reply to Pete Hollier | | Dec 05, 2008 9:42 pm | | re: re: re: Web Site ROI | # |
Kurt Schweitzer | | Reg (in particular),
If you look at this thread you'll see that other than Lamar, I am the only one participating who is NOT in the Web development business. I'm here representing the vast bulk of businesses for whom time and/or money spent on my website is taken away from other aspects of my business.
Urban Village Scooters' website is not the topic of discussion. The original question was "Why is it so many businesses make such large expenditures on web sites and once they are online leave getting their Return on Investment to chance?" I simply gave my answer to that question.
I'd like to hear responses from people whose primary business ISN'T on the Web. Anyone?
Kurt Schweitzer
Urban Village Scooters
Private Reply to Kurt Schweitzer | | Dec 05, 2008 9:50 pm | | re: re: re: re: Web Site ROI | # |
Scott Wolpow | | Kurt,
You are also not in the event planning business, but you are putting in the time to make it work.
Because a website is ethereal there is a tendency not to place the same effort as they would a window display.
I agree that a site may not be the main focus or sales channel.
I have found though they want a site, do nothing, then complain of no business.Private Reply to Scott Wolpow | | Dec 06, 2008 2:29 am | | re: re: re: re: Web Site ROI | # |
Reg Charie | | Kurt,
Many moons ago a number of us that DO make our living from the internet and in particular SEO did numerous posts on how you could improve both the conversions and the traffic to your site.
The investment on the part of your business would have been pocket change and your webmaster could have implemented most in a couple of hours...
If I remember correctly you even went as far as to say that a number of changes were "underway" and "in progress".
However this is a long time ago and from what I see, NOTHING has changed. You never even took the slightest, most minor SEO change to heart, (or to your site.)
You state that it costs a lot of money to work on your site and that it detracts from your work on the physical business.
That you would ignore such an easy advertising/marketing avenue, just, frankly, blows my mind.
It is your business that you don't use SEO, but when you come on all negative and with misguided information about actually doing it, it impacts all of us that do SEO professionally. It would be the same if I came in here discussing how unsafe scooters were.
Reg - NEW!! PaintEngine Filter & stand alone shell http://FantasticMachines.com
All You Need is Dotcom-Productions and a Dream. http://dotcom-productions.com
0Grief http://0grief.com/special_hosting_accounts_for_my_ryze_friends.htm
CRELoaded websites http://RegCharie.com Private Reply to Reg Charie | | |
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