Getting Your Web Site Found is the Last Thing You Should Think About

There's a regular column in my favorite magazine, "Website Magazine" by a woman named Heather Lutze.  Heather is a "findability" evangelist of sorts and every month she chooses one company on which to do a Findability Makeover.

I mention the column only because it illustrates how important findability is in your business's overall E-Marketing strategy.  My "3 Ables" mantra that I talk about all the time, starts with Findability.

However, as great as Findability is, it is just as important to think about what happens next.  Once your target audience finds you, then what?  The whole point - in a bottom-line kind of way - is to make sales.  Findability alone does not make sales.

So don't ever be lulled into thinking you're on your way to millions, just because your Google results are great.  Unless you think about the rest of the formula, your success will be short-lived.  Even Heather herself is a strong proponent of planning.

So make sure you have well thought-out goals and a clear strategy for achieving them.  Don't even work on the tactics of getting your message found until you know exactly what you want your message to be and why.

You almost have to work backwards.  Develop your message first.  Your message needs to be driven by the other two of the "3 Ables" e.g. Credible and Actionable.  Then decide how you will present that message in order to support your Ables.

Then, and ONLY then, work on your findability.  Think about it as a first impression thing.  You wouldn't go to a sales meeting with a potential customer and THEN think about what you're going to wear or what you're going to say.  That sounds kind of ridiculous right?

It's just as ridiculous when you do it with your web site.  So the bottom line is:

1. Develop your marketing message.
2. Build your web site.
3. Promote your web site.

Of course I'm over-simplifying things to make a point.  You really need to think about everything before you actually do anything.  Many people equate "internet marketing" with "search engine optimization" and it's really not that simple.  Don't get all wrapped up in SEO and backlinking and all that until you have a solid relevant message that will resonate with your customers and make them want to buy from you.

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