Would You Fire This Guy?
You put up a Craigslist listing looking for a new guy to increase your sales. And you found him. His name was Frank. He was going to get the word out and get more people coming into your doors. Getting more money into those drawers. He looked brilliant. He made promises to deliver.
And then several months into it… nothing. No results. Frank isn’t doing what he said he was doing, and it appears that he isn’t even trying.
Oh well… you’re stuck with him. Better just get over it, right?
No. You fire Frank. He’s not performing. He’s not producing. Your investment is getting a horrible return. Cut him off and send him on his way.
Your response to this kind of situation is pretty obvious, I’d hope.
But when it comes to an investment in a website, we just shrug it off and keep our underperforming website in place. But in reality, it’s like keeping an employee that isn’t doing his job.
And it’s not always obvious whether or not the website is performing. It’s possible that you have a really nicely designed website. All the bells and whistles. Very modern looking. Maybe you even have some video elements or a brand new logo design. I say “PHOOEY” to all of that (yes, I just said “phooey”). All that matters is that which makes the sale. Businesses don’t grow on design. They don’t grow on logos. They don’t grow from cool brochures, radio ads, TV commercials. Nothing like that. Not even nice websites.
You need to have a strategy for measuring your websites performance (to start I would make sure you have Google Analytics and a basic email marketing form to capture names and email addresses). Is it generating leads? Is it bringing in sales? Is it getting people into your store? Pick specific standards to judge your website by.
Yes. I said SPECIFIC. I’m tired of hearing business owners saying, “Well, we’re pretty happy with it” or “People tell us that they like our website.” That’s hogwash. If that’s the standard you ran the rest of your business with, there wouldn’t BE a business.
You must set realistic goals for your website, and hold it accountable for reaching those goals. If you’re not going to do that, you might as well hire Frank.
Do you have “Frank” website? Click the link below and find out: