Last Updated on March 9, 2015 by Nicholas Ho

You have a website (but it is going nowhere)

After spending weeks, months on your website, it is operational and it does what you designed it for. The problem is that the website has ZERO impact on your business. Why?

WHY? Because you have chosen the ‘developer strategy’ which is simply a web development strategy and not a web operate strategy.

Let me explain – I will use a traditional retail business to explain this phenomenon. If you setup a retail shop you would normally deal with:A Dynamic Website Strategy
1. Real Estate Agents
2. Shopfitters
3. Designers (shop and graphic)
4. Tradies (painters, builders, electricians)
5. Suppliers
6. Printers
7. Advertisers
8. Cleaners
9. Mailout Service Providers
10. Windows Dressers
11. Couriers
12. Professional services (Accountant, Lawyers)

And this is by no means an exhaustive list but it does demonstrate activities and people required to build a business.
When a business owner builds a website he/she deals with the following contractors
1. Web hosting company (hosting and domain name registration)
2. Website Developer
3. Graphic Designer

…and then it stops here!!

Most website owners stop at the web developer and and wonder why their website does not generate business.

The web operate roles are often not factored in when building a website, there is a tendency to ‘build and forget’ (don’t worry everyone does it). Why? Because most of us are familiar with the term ‘web developer’ but there are 20+ roles that should be in the after-build phase and it is difficult to understand what each role does and there is no singular collective name (like web developer) for the roles and the roles are forever evolving. The web operate phase is often not understood.

What is not understood is often left out

I am going to take the bold step and list the roles under the umbrella category “web operate”.

It should be noted that most web designers like building websites. They are normally not interested in other areas such as Content Generation, Lead Generation or even Search Engine Optimization (I have seen many beautiful looking websites with no SEO). Generally the Content and the Audience is not their ‘thing’.

So what SHOULD be done after your website is built?

Web Operate Iceberg

  1. Website Strategy & plan – define other functions beyond the “brochure-ware” function, create a roadmap, what else can the website do?
  2. Analytics – Installing the analytics code on a website it just step 1. It is a specialized area and  can be quite complex. Analytics can tell you what is working, not working and who is looking.
  3. Lead Generation – Will “pull” the audience to your website so they can become a lead.
  4. Content Marketing – Is needed to promote content to help sell your product and services
  5. SEM – Search Engine Marketing – where do you want to want to rank in Google or Bing. Remember you have a limited budget so you might need to spend time looking at viable niches to market your product
  6. SEO – Search Engine Optimization. This is a technical requirement and is not the end all of having a high ranking website. Without SEO you cannot rank.
  7. Adwords – You need to advertise to compete with the millions of website out there, you need to have advertising strategies
  8. Landing pages – Your content marketing and Adwords needs to land on relevant pages and not just the homepage of your website.  Creating a Landing page is an art form in itself.
  9. Conversion Strategy – in a physical shop you will normally have a few interactions before purchasing. You need to map out interactions on your website as well – have a set of micro goals as well as your macro goals defined.
  10. Traffic Generation – How will you generate traffic for you website? There are millions of websites on the internet – what map have you created to lead the audience to your website.
  11. Support – How can you provide some support on your website to help with information about your product and services?
  12. Site Linking – You might need to link with other websites to promote your product so it is complete. Take a shop selling camping equipment it would be nice to have a link to recommended camping sites to visit. This way the customer can map out what needs to be purchased if he/she is going to that campsite.
  13. Newsletters – How do you tell a visitor of a few months ago you now have the product they are looking for?
  14. Social Media – What is your social media Strategy and engagement strategy?
  15. Security – How do you ensure that your traffic is not automatically consumed by hackers?
  16. and many many more

So as you can see owning a website and making it work for your business goes far beyond just building a website.

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