The sad truth is most business websites don’t make money. Many business owners invest thousands of dollars on a website that ends up just sitting there. No one visits, no one contacts you… and no one buys.

How do we improve that? This article discusses two big errors I see with most websites.

An Ineffective Website Conversion Process

Many website owners worry so much about traffic they forget the other important part of the formula. Your website should have a clear step-by-step process for converting visitors into clients. Most website owners spend no time at all thinking about this process.

If your plan is to just have people show up and give you money then you’re in for a shock. You’re unlikely to find a business where you don’t have to sell your products and services to the visitor. Can’t stand selling? It’s time to get over it.

What’s nice about the web (while also being a huge limitation) is that you don’t have to sell face-to-face. This means you can put all your fears of rejection behind you and just try to sell stuff. If you don’t get any sales you can always blame your website and save hurting your own feelings.

Having a clear process is the key to improving your web conversion.

A Web Marketing Strategy Doesn’t Exist

This brings us to an even bigger problem with most websites… no clear strategy. Converting visitors into buyers is the first missing strategy and the second is getting website traffic. Even if your website conversion is incredible it doesn’t help you if you don’t have any visitors.

So you need to put in place some website traffic generation strategies. These could include search engine optimization (SEO), article marketing, pay-per-click (PPC) advertising, video marketing and social media. But the point is you need to have a strategy.

Another error (that I’ve made a lot) is to not pick one strategy and follow through with it rather than running around like a chicken with it’s head cut off. So in the end you’ve used all the strategies and gotten no traffic because you weren’t consistent. The best way is to choose a few powerful web marketing strategies and apply them consistently for the next few months.

It’s important to get these first strategies giving you results and then you can select more to add. But don’t forget about what got you there. The winners in this game are the ones that do the basics very well.

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