| Almost every business web site has an element right | | | | himself. As time went on, his sales were based on old |
| on the home page that may reveal how effective it is | | | | relationships. He began to take the repeat business for |
| as a marketing tool. What does this element say about | | | | granted. He had an expense account that let him |
| your web site? | | | | socialize with his favorite customers but he didn't |
| You'll usually find it at the very bottom of the site. That | | | | generate any sales from new products. Like many |
| means that it will be the last thing a visitor will see if | | | | other companies, the sales force was the primary |
| they scroll down because they are actually interested | | | | way the company introduced new products to their |
| in your message. It usually shows up on every page, | | | | customers. Unfortunately for Charlie and the company, |
| so it leaves its impression everywhere. And it's so | | | | his customers got the impression that the business |
| small that you may think that it irrelevant but its effect | | | | was not keeping up with the industry. When they |
| is often subliminal on visitors...and it just may make | | | | needed a fresh solution they called someone who |
| them click on to a competitor. | | | | was offering something new and fresh. |
| I'll tell you what it is in a moment. | | | | From a technical perspective, search engines see an |
| Did you know that most business purchasers look for | | | | unchanging web site in the same way Charlie's |
| new vendors by searching the internet? It's true. | | | | customers saw his company...old and therefore |
| Current statistics show that most business-to-business | | | | probably irrelevant. If you have no competition and |
| purchasers choose new vendors based on information | | | | already serve every available customer, it probably |
| they've collected on the internet. You're probably | | | | doesn't matter, and maybe Charlie works for you. But |
| aware that the average consumer is doing the same | | | | if you are out there fighting, every day, for new and |
| thing. That means that if you treat your web site as a | | | | more business, light a fire under guys like Charlie. And |
| marketing tool you are probably getting leads, maybe | | | | make sure your web site is an effective marketing |
| even orders. If you aren't, your competitor may be | | | | tool. |
| getting those leads. If your customer, yes even the old | | | | Now, about that one small element on most web sites. |
| and loyal ones, find answers on your competitor's web | | | | If you didn't guess yet, it's the copyright notice. If your |
| site, your competitors could be getting some new | | | | site doesn't have the current year in the copyright |
| customers...from you. | | | | notice, it is saying that there is nothing new since the |
| A web site is like salesmen I've known. Take Charlie | | | | actual year you have stated. It's time for you to take |
| for example. He started with the company many | | | | your web site serious. Make it a serious marketing tool |
| years ago. He was able to bring in business right | | | | and it could become your most effective tool. |
| away. He made a lot of money for the company and | | | | |