Is Anybody Home?

Many small business owners make the mistake of “if I build it they will come” with their websites. They erroneously believe that once they go “live” with a brochure-style site, clients will swarm like bees to honey.

Unfortunately, a static, “look-at-me” site that doesn’t offer any level of engagement or enticement will fall flat in today’s overcrowded, attention-deficient online culture. If your content is never updated and your last event posting was in 2009,  your site visitors will be left wondering, “Is anybody home?” Even worse, they’ll quickly navigate away from your site, never to return again.

If you want to attract clients online, build your credibility and position yourself as an authority in your industry, then you’ve got to engage. You’ve got to give them a reason to stay on your site – and return frequently.

Your website has the potential to be a hub of engagement for your business – a place where visitors can learn about you, opt-in for free giveaways, consume multi-media and connect with you on social media platforms such as Facebook and Twitter.

In other words, if you’re not using your website as a weapon of mass connectivity, then you’re actually losing clients.

Not exactly what you had in mind when you first built your site, is it?

If you’re ready to create a client magnet site as opposed to a repellent one, then consider the following:

Create something of value and give it away – otherwise known as a “Pink Spoon” (aptly named for the free taste at Basking & Robbins). It can be an e-book, a video series, an mp3 audio interview, a checklist or anything else that would be of tremendous value to potential clients. And yes, you’re going to give it away – for free. No questions asked. It’s imperative that your potential clients get to know and trust you, and one of the best ways to do this is to let them experience some of your magic – at no charge.

Add an opt–in box on your site – this will allow people to sign up for the above-mentioned “Pink Spoon” in exchange for their name and email address. This lets you build your community (or list, as it is often referred to) while gifting members of your target market with something of value. In addition, you’ll now have a way to stay in touch on a regular basis, which leads me to the next suggestion:

Stay in touch with your community – when potential clients sign up for your free giveaway(s), let them know that they’ll be receiving your weekly (or monthly) newsletter, email or tip. Publishing consistently and communicating with your target market will allow you to distribute relevant and helpful information, share news about your products and services, ask questions and direct them back to your website.

Create a blog – having a blog as the heart of your website will do three important things for you: 1. It will position you as an authority, as you regularly publish shareable content, 2. It will establish your credibility over time and build your know, like and trust factor with your readers, and 3. It will boost your search engine optimization. The search engine “spiders” are hungry for new content. Every time you post, you feed them.

Be Social – Create profiles on social media platforms with links back to your website. Good places to start include Facebook, Twitter and LinkedIn. But remember, you don’t have to be everywhere. Keep in mind that the rules of engagement are the same in social media as for your site – you’ve got to be accessible and fly the flag up the pole if you want people to stay and chat. Start with one and make sure you’re fully engaged before you move on to multiple platforms.

When you engage others online and offer valuable content and resources, you will build your network exponentially. When your online doormat says, “Welcome, friend, come on in and share the wealth!,” you’ll be queen of the hive in no time.

©Liz Dennery Sanders 2011