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Is your website really helping your business?

I know this seems like a silly question to ask in 2020, but I still see examples of websites that do not actually help (or not as much as they could).

For a website to be helpful, it needs to have a well-defined goal. And if you can track that, all the better!

Here are some examples:

  • it helps sell your products or services
  • it showcases your experience and expertise
  • builds a community
  • makes a bold statement about a cause you believe in and support

Website vs. Social Media

Social media gets a lot of attention today. It is tempting to focus on building a following there. We all know and follow “influencers” on YouTube, Instagram, Facebook, or LinkedIn. 

But who really owns that audience and that space? Hint: It is not the influencer. It is the social media company. 

On a social media platform, even if you create content, you are still the guest. You are still a product that gets attention back to the social media company. You and your business can be kicked out at any time with no explanation given or a way to get back. And everything you have built can fall like a house of cards. 

This is where your website can help in a big way.

At the very least, your website should build a mailing list as a way for you to be able to contact your audience directly and not depend on “the algorithm” or “boosting” your content. 

Unlike your social media page, the website is yours, and so is the mailing list. You may be forced to change hosting or email providers, but you don’t lose your audience or content, provided you are disciplined with your backups.

A website can be supplemented with a podcast. The podcast shows will also be distributed directly to your subscribers at no extra cost to you. There is no algorithm involved and no need to “boost” your content. A podcast has the added advantage that your distributing content cost does not increase with the number of subscribers, as it happens with your mailing list. You should, however, still invite your listeners to subscribe to your newsletter from time to time. 

The Take-Away

The take-away is that your website should do something, not just take up Internet space.

It should at least:

  1. build trust
  2. invite the user to subscribe to your newsletter or podcast
  3. have a clear value proposition and a call to action on the home page

How is your website doing? Let me know about your challenges in the comment section.

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