Your website has two tasks to address

When it comes to your website, there are two things you must consider.

First, your website must give people what they want.  Its construction has to be conducive to building relationships with your prospects.

Second, and most crucially, your prospects must be able to find you!  A beautiful, interactive website is useless, if you are not attracting traffic to utilise its interactivity and to new ultimately buy your products.

This is one of the biggest mistakes online businesses make.  Whether it’s a brand new business or an extension of an existing ‘bricks and mortar’ operation, you must learn what brings traffic to a website.  Without this knowledge and its implementation, your online business is dead.

Hundreds of entrepreneurs invest months and thousands of pounds, building the perfect website.  This is counterproductive.  Resist the temptation to obsessively tweak and modify – train yourself to know when something is good enough.  You are allowed to publish a less than perfect website – the world won’t end!

When these same, obsessive entrepreneurs do launch their website, they sit back and wait for visitors to start arriving.  And they wait…and they wait…and they wait.

Until eventually, tired of waiting, they conclude that the world is not ready for their brilliant idea.  They ditch their dreams and the world never sees or hears of it.  That is sad.  Don’t let it happen you.

Sadder still, there may have been thousands of people just burning for these products.   They may even have plugged in a perfect description of the products into the search engines!   But they landed on the competitors sites – functional, practical and search engine optimised: the sites that did their job.  Just think, all that time, beauty and perfection wasted.

Yes, it is possible to get the odd, roaming visitor, but there are never going to be enough of these to keep your business thriving.  And anyone who lands on your site by mistake is unlikely to do business with you.  They are not targeted.

You need targeted visitors.  These are people who are genuine prospects for your product.  They are prequalified before they land on your site.

For example, imagine that you have a website that sells green widgets.  You pay for advertising to be placed on other widget related web pages, or you write articles that you submit to the International Widget Association, who publish your articles on their site.

Visitors who are presented with your promotional materials on these sites, are doing so because they have an interest in green widgets.  And so, if they click the link to your site from your advert or articles, you have a hot prospect on your hands.

Clearly, getting your website seen is vital.  However, getting your website seen by prequalified prospects is key.   These prospects are most likely to become your customers further down the line.

So, how do you find targeted prospects?

Firstly, by publishing promotional materials, like advertising and articles.  The second way is through getting the search engines to find individual pages of your site and present them to people using that search engine to find information like yours.

This is where search engine optimization (SEO) comes in.