Reversing the Trend: Businesses Spending More on Marketing and Less on Site Design

E-commerce continues to skyrocket. Many leading researchers are predicting that well over $200 billion will be transacted online in 2006 and that number will soar to over $300 billion by 2008. Though more businesses are turning to the Internet to increase sales and revenue, few are making the right tactical decisions.

Simply put, businesses are overspending on website design and development and underspending on e-marketing and search engine optimization (SEO). Faced with limited resources, small and mid-sized businesses must maximize their return on investment (ROI) and that means spending more money on getting their website seen and less money on developing bells and whistles for their website.

A quality website is important, however, unlike what many businesses owners believe, website visitors are more impressed by content and ease of use than they are buy fancy flash elements and other bells and whistles.

Businesses that overspend on website design and development at the expense of marketing and optimization are akin to businesses that open magnificent stores with no doors for clients to get in. If your site is not seen it will not produce.

Small business owners must maximize their ROI by having a clean, well-written website developed while investing in to quality search engine optimization (SEO) and e-marketing. SEO services are how you get your website in front of relevant online searchers. Basically, SEO is how you make sure the people looking for you can find you.

Traffic, however, is not enough. Promises of mass amounts of traffic should be ignored, generally speaking they are referring to non-targeted traffic. For example, if you are a butcher you may be enticed by an offer of opening your shop on a street that has 5,000 people walking by it each day. The traffic is as succulent as the steaks you are selling. If, however, you learn that 4,500 of those 5,000 people are vegetarians, the offer may not seem quite as attractive.

Targeted traffic is required to maximize your ROI. Targeted traffic, however, is still not enough to maximize your return on investment. Businesses need to combine SEO efforts with Internet marketing techniques to convert traffic into sales or leads. After all, is a business looking to win the award for the most traffic on a website or are they looking to win the award for the most sales on a website?

Maximizing assets is how a business exceeds. A website is a powerful asset if it is maximized. The only way to maximize your ROI is to engage in high quality search engine optimization and Internet marketing.