Most small and midsized business websites are born in a hurry. Someone in the company realizes that a website would be a useful tool and they start to work on the project or assign it to someone else. The site is created and uploaded and then... nothing. The project essentially hits a dead end. Occasionally someone will ask what's happening with the website and they will get an email with a bunch of useless statistics. The site is effectively stillborn.
The reason raw statistics are a poor indicator of a web site's effectiveness is because they have no context. That is why it is essential to set a target for your web site. Having thousands of visitor to your website looks impressive but if your selling industrial equipment and all of your visitors are in middle school then you're just wasting time.
Just like any other form of advertising you have to get your name and your image in front of the right people. Doing that on the web is unbelievable cheap compared to print or broadcast media. It's also much more difficult. The key is finding a way to stand out from the crowd of other websites competing for your target audience's attention. Then you have to keep a vigil over changes in the market, changes in your business, and changes in technology to ensure that your site stay relevant.
Determining your target audience, projecting the right image, and keeping that image relevant will help you beat the odds. We can keep your site from being just another useless spot on the web. Click here to find out how we make sure this doesn't happen to you.