Many companies start their online business presence without a clear direction.
Very few take a long, hard look at what their online competitors are doing first or think what part of their business works best online, and hardly any revisit their entire business model to consider how it might change to take advantage of what the internet offers.
For these reasons and more, before we turn to search phrases and optimization techniques, this guide considers those fundamental questions of what, who and where.
What are you selling?
The first and foremost question is whether you are selling a product, service and then the degree to which you can fulfill this online. Some service businesses are, by their very nature, intensely offline, local and personal.
The best place to start is with what i call goal definition.
A goal in a context defines a successful outcome from someone visiting your website and is expressed using a verb and a noun. Examples:
- Download a brochure
- Sign up for newsletter
- Subscribe to a mailing list
- Request a product sample
- Book a sales consultation
- Purchase a product
- Book a service
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ReplyDeleteThis was a very informative article. I will read your blog often.
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