”Build it and they will come” myth
If you have a site that never needs changes, and if you do not need new customers, and if you do not have competitors, and your business model is perfect, Then just sit back and relax because “build it and they will come” is true for you.
Otherwise, you will need to plan for one or more of the following:
Essential to good planning is to set goals and targets and to compare actual progress against these targets. Every six months or yearly you should review your website and re-evaluate how it is contributing to your overall business goals.
You will need to maintain your content on a regular basis because of changes in your products/services, change of location, shifts in the market, or change of suppliers.
Your options are:
- Do nothing and have incorrect/inaccurate details on your site leading to a loss of visitors and business
- Do it yourself if you have the technical knowledge. A Content Management System (CMS) will make this much easier by separating the technical design from the actual content of the site
- Outsource the maintenance to a third party or to the company that created your site.
Site housekeeping includes
- Renewing your domain registration
- Reviewing links to/from your site – are they still active and appropriate?
- Doing regular backups
- Security review – has your site been hacked or modified without your knowledge?
- Yearly hosting fees.
Review visitor metrics monthly to identify what areas of your site need improvement.
Typical metrics allow you to find out who is visiting your site, where do they come from, how they found you, what content are they most/least looking at, how long are they actually staying on your site.
Good news is that the software needed to review visitor metrics is free – your only investment is time.
Monitoring promotion campaigns
For Search Engine Optimisation (SEO) to be successful, take a benchmark on ranking & conversion rates, make the SEO changes, wait, and then take another benchmark.
With Pay Per Click (PPC) advertising, you have reports showing how much you spent on each keyword/ad, how many people clicked on your ads, and did the visit convert into a sale or some other action. Unless you review your reports, you may be wasting your money.