They called it the World Wide Web. You know, like a spider web?
Take the analogy further: A spider makes a web. He waits. Bugs fly into it.
Same thing with your Web site. It is a PASSIVE medium.
The spider is not going out knocking on doors, making phone calls, networking with other spiders for leads on bugs.
So don’t be surprised if you’re not getting appointments, tons of leads, and new prospects because you have a Web site. It takes a lot more than that. It takes resources to do that.
Art by jtpark
Resources to:
- Make a phone call.
- Send a letter.
- Place an advertisement where your prospect will find it.
- Conceive a strategically relevant promotion.
- Have a product or service that appeals to your target.
- Sell it at a reasonable price.
No, a Web site will not solve all your problems.
Resources: Three Choices
As I see it, you have three resource choices. Are there others? Leave them in the comments.
Choice One: Do nothing. Expect nothing.
Choice Two: Do it yourself. Work hard, reap rewards.
Choice Three: Pay someone else to do it.
A note to marketers, consultants, and agency types: I had to use this analogy earlier in the week. Clearly explain the role of a Web site, even if you think it’s obvious. It may not be to some clients.
Excellent analogy Joe! And yes, it will be helpful when communicating the concept with clients.
Reminds me of the fallacy of the “If you build it, they will come” myth.
Cheers, Bruce! I’m glad you’ll be able to use it. It was VERY helpful yesterday.