Conventional advertisers such as Yellow Pages, Yelp and Home Advisers (depending on your market niche) are some other platforms to advertise. I am not proposing that these services should never be considered as part of a company's marketing program, but they should augment, not provide the bulk of your internet marketing. The cost for the on-line advertising options can mount very quickly, and can probably be avoided by having a firm, first page ranking on Google searches for your particular niche keywords.
If you are a business or service that relies more on pitching your product and enticing consumers to look at your offers, expertise, and benefits, then you absolutely need a website. No business can really thrive without an on-line presence that gets to the consumer and drives home your message. In spite of massive amounts of costly conventional advertising the public is subjected to - 92% of them will go to the internet to search the product or service before making any kind of a decision to order or purchase or shop at the business location. Google alone provides over 12 billion searches per month with over 1.2 billion unique searchers hoping to find what they are looking for. The startling number that jumps out is: of the consumers that have decided to search your product on the internet, 90% of them will not look past the first page of the search engine query and result, (first Google page that loads). So a busy niche in a local market might receive 500 queries, or requests related to the keyword, and about 450 of those potential customers will not proceed to page 2 of the results. Even then, only about 20 of those will proceed to page 2. It's obvious that if you are on page 4 of the search results, your site has become non-relevant as a sales tool for your product.
So, 'why do I need a website ?" should immediately be replaced with "how do I fix my web presence in order to compete?" The inability to be competitive right from the initial search can be more than frustrating, it can be crushing. Most companies will suffer the consequences of not being seen.
With a strong website, one that comes up on the first page of google searches, is informative, is easy to navigate and provides a simplistic conversion ability for turning visitors into customers, you will create all the business you want; without the high cost of complicated advertising on the internet.
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Andy Emilio is co-owner of RoughRider Digital Media and has a long background in motion picture marketing, distribution and production.