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When you own a service business, your online marketing calls for constant vigilance. As your market changes, and as your business evolves, you need to update your online presence. Even when nothing seems to be happening, website visitors expect to see evidence of change. A site that's left alone even for a month or two will seem to grow cobwebs.
But sometimes you need more than a few updates. You need a major overhaul. Think of that television show where a family's home gets blown up and replaced with a new model.
Let's face it: creating or changing your online presence is a little like renovating a home. After all, your website (or whatever you're using instead of a site these days) is your home, office and storefront all in one.
Like a home makeover, an online marketing makeover can feel overwhelming. Then there's the cost. Do you have to go all out, the way the television show does? Or can you make do with something more reasonable?
The truth is, even the makeover shows have realized that constructing a mansion can backfire. Maintaining the mansion (not to mention a place in the neighborhood social structure) can be challenging. They're thinking "realistic," which makes sense for online makeovers, too.
So what should a makeover involve? A lot depends on where you are in your business cycle. When I first bought a house, I inherited the sellers' dream. They did a nice job and I didn't feel I needed to make any changes. And to be honest, at that point, I wasn't sure what I wanted. I wasn't even sure how to plan the interior decor so I got some furniture that never worked for me.
For many business owners, the most important part of a first (or second or third) website is simply to get it up there and tell the world. Send out a clear, positive message.
Get a site you're proud to display on your business card but hold the bells and whistles.After you've been in business awhile, you get a sense of what you need. That's what happened when I bought homes after the first one.I knew I wanted bright colors so I had the rooms painted. I had some ugly wood paneling stripped from a living room.
Similarly, your website will grow with your business. After a few years, don't be surprised if you realize your current site isn't working for you. It may even be working against you. Ironically, it's often harder to make a change at this point. I certainly resisted my own makeover but the rewards were astonishing, even to me.
About this Author
Online marketing pro Cathy Goodwin has the laser vision for recognizing the unique strengths that every service professional brings to the marketplace, and the skills to leverage them to attract more clients online. If you're seeking creative ways to create a profitable online presence (without sounding sales-y), download your checklist to assess the power and profitability of your online marketing. http://www.GoodCatMarketing.com
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