Nowadays, company websites are as ubiquitous as the business card: nearly everyone has one. That means that the standard of quality has been raised. You can’t sit on a poorly designed, eight-year-old site and expect prospective customers to give you the benefit of the doubt. A website that doesn’t do your business justice is worse than no website at all: it means you are actively turning people away from your door.
The New Year is quickly approaching us. For most organizations, their fiscal year follows the calendar year; as a result, the month of November is critical to budget, business strategy, and marketing planning. During November and December, marketing professionals typically reflect on the types of activities that are helping their organization grow, which efforts have yielded the highest return on their investment (ROI), and which efforts should not be repeated. It is based on this analysis of what does and doesn’t work that professionals make their forecasts for the New Year.
For many businesses, their advertisements are purely utilitarian: Display your company’s logo, phone number, and a picture somehow related to the work you do. Sign the check, wait for the ad to run, and hope you get a return on your investment. Often, the latter fails to materialize. The business owner becomes discouraged, and often stops running ads altogether – after all, advertising (whether in a printed publication or on the web) is expensive. When budgets are slashed, marketing is often the first line item to be cut.