What do You think ?? What makes a perfect website?
Imagine writing an article for a company, say twice per week (on Wednesday & Sunday perhaps). It’s about business, product or service. And you upload it to the website.
Creation of Website
Upkeep and regular maintenance
The article may not be directly about your product but rather an idea you have had – one only loosely related to your business. In the article you decide to write honestly. You also decide to reveal something about yourself and the way you see the world. You might highlight a particular way you like to do business. You could talk (anonymously) about an interesting customer you met during the week. Maybe you wax lyrical about the philosophy underpinning your business.
Once you start writing, you find it quite enjoyable. There’s so much to say.
Do I really need to hear comments?
One way to get people talking is to include a blog and comment section on your website.
Allow others to respond to your new article by switching on the comments section at the bottom of each piece. After all, you’d love to hear what others think about what you have to say, especially if they are talking right there on your site. It’s actually a bit exciting. Even if only 2 or 3 people (including your Mum) actually read the article.
Not only do you welcome comments, but you actively seek out similar web-based conversations. You go further. You decide to leave comments on other people’s blogs, news or article posts. For business reasons, you always link back to your own website where you can, but you’re not obsessed by the practice.
On your site, your own followers can comment on specific aspects of a topic or hone in on a general debate. Your aim here is not to garner back-links for SEO (Yes, links that point to you will sneak you up the search charts as long as they are reputable and genuine) it’s really just to enliven a debate you feel very passionate about.
Your website should help people
Article should aim to inform rather than sell
One week goes by and it’s time to write again. Your traffic hasn’t snuck up the charts much.
The kids are playing up, there’s a shelf to erect and other chores to finish. But you really want to give this article writing thing a go.
When finally everyone is in bed, you arc up the computer, log into your website and open up a new blog or news page. You read your last article and decide to write something completely different. You decide to write a helpful article. A tip or industry trick that not many people know about. You infuse it with your many years of industry expertise, adding a sprinkle of sage advice where appropriate. You aim to help a future customer (no – scratch that) you offer help without the aim of bringing in new custom or selling your product. Genuine philanthropy is your aim. You are sure you’er making the world (and perhaps your industry) a better place.
It’s a relatively short piece, but you enjoy writing it and fancy yourself as a bit of a writer.
Maybe you’ll write a novel one day.
Reveal an industry secret or two
The following week, you decide to write something revealing. You’re a little bit hesitant as this is a bit like revealing your secret herbs and spices.
You let others in on a secret or two about your industry.
This writing lark is ultimately about attracting a following for your business, but you enjoy the process and you can always sell your product later.
In the short term, you treat prospective customers as you would like to be treated. Over time you let loose more trade secrets. Not too many (your competitors might be reading this). Perhaps you hang on to your price list. But over the weeks, you consider some of the following ;
- How can you help people?
- How can you illuminate a bug in your industry?
- What advice can you give away for free?
- What do you really care about?
You’ve written four articles now, but there’s not a single comment. You check your web site traffic report. The numbers are going up only marginally.
Your bounce rate is a lot better (that’s the rate at which people come to your site and then leave in a hurry). The figures aren’t impressive, but people are staying on your site pages for up to 3 minutes instead of the usual 2.
Five weeks have passed.
Your lights are on
and there’s someone at home
You are over the moon. Who is this stranger? You don’t really care. This is just business right?
But somebody has read your post. Great.
Your site is now right up to date (at least since you started adding new posts) and you have a community of two people. You and . . . whoever this guy is.