WWWW: Why Worthy Websites Work
Filed under: Business Growth, Pittsburgh, Profitable Growth, Uncategorized
My recent article for TEQ WWWWW: Why Don’t Wonderful Websites Work?, spelled out why my new website, would ignore the best advice of website gurus and would focus purely on generating conversations with visitors.
Well, I ate my own dog food and did what I told you I would. I created a blog–based website. It has no other purpose than to make it easy for visitors to qualify me, self-qualify themselves, get to content of value, and contact me. My new tag line for businesses is: Run it. Grow it. Fix it. Sell it.
The new site features case studies and success stories for three, tightly defined target markets–business owners, advisors, and meeting planners.
I made the centerpiece of the site the Growth Potential Index (GPI), a free, confidential, instant, non-promotional assessment visitors can complete. As they do, they self- profile themselves and demonstrate their interest in needing help.
My new website has been up only for three weeks, so I don’t know for sure how it’s going work. I’m told it’s too soon to tell. The spiders and crawlers haven’t yet picked it up. And I’ve chosen not to invest in keywords or other more traditional means to make the site sticky.
Instead, I use the native content that Google valued so deeply on my previous site because of my 500 articles. This approach propelled my former site to first-page status without any investment in keywords, clicks, or other artificial methods.
Thus far, I’m getting a steady flow of business owners who engage with me by taking the GPI. Their engaging with this tool gives me information I would otherwise lack on how they score on five criteria. For example:
- Best And Highest Use (BHU): Owners’ average confidence that they are focused on their own BHU is at the 53rd percentile.
- Personally Indispensable: 50% of business owners consider themselves personally indispensable to their businesses. The other 50% say that they are not.
- Focused Business: Nearly two thirds of owners report that their businesses are sufficiently focused on the right opportunities.
- Alignment: Surprisingly, owners’ average confidence level stands at the 56th percentile that their businesses are aligned with their own Best and Highest Use.
- Demand for Their BHU: Owners are at the 63rd percentile of confidence that the market will continue to demand their firm’s Best and Highest Use.
Website experts, designers, and social-media mavens may scoff. But frankly, I don’t care. If my strategy generates 10 conversations a month with business owners that I can turn into three meetings and close one sale, I’ll be pleased. Stay tuned.