Almost every business web site has an element right on the home page that may reveal how effective it is as a marketing tool. What does this element say about your web site?

You’ll usually find it at the very bottom of the site. That means that it will be the last thing a visitor will see if they scroll down because they are actually interested in your message. It usually shows up on every page, so it leaves its impression everywhere. And it’s so small that you may think that it irrelevant but its effect is often subliminal on visitors…and it just may make them click on to a competitor.

I’ll tell you what it is in a moment.

Did you know that most business purchasers look for new vendors by searching the internet? It’s true. Current statistics show that most business-to-business purchasers choose new vendors based on information they’ve collected on the internet. You’re probably aware that the average consumer is doing the same thing. That means that if you treat your web site as a marketing tool you are probably getting leads, maybe even orders. If you aren’t, your competitor may be getting those leads. If your customer, yes even the old and loyal ones, find answers on your competitor’s web site, your competitors could be getting some new customers…from you.

A web site is like salesmen I’ve known. Take Charlie for example. He started with the company many years ago. He was able to bring in business right away. He made a lot of money for the company and himself. As time went on, his sales were based on old relationships. He began to take the repeat business for granted. He had an expense account that let him socialize with his favorite customers but he didn’t generate any sales from new products. Like many other companies, the sales force was the primary way the company introduced new products to their customers. Unfortunately for Charlie and the company, his customers got the impression that the business was not keeping up with the industry. When they needed a fresh solution they called someone who was offering something new and fresh.

From a technical perspective, search engines see an unchanging web site in the same way Charlie’s customers saw his company…old and therefore probably irrelevant. If you have no competition and already serve every available customer, it probably doesn’t matter, and maybe Charlie works for you. But if you are out there fighting, every day, for new and more business, light a fire under guys like Charlie. And make sure your web site is an effective marketing tool.

Now, about that one small element on most web sites. If you didn’t guess yet, it’s the copyright notice. If your site doesn’t have 2006 in the copyright notice, it is saying that there is nothing new since the actual year you have stated. It’s time for you to take your web site serious. Make it a serious marketing tool and it could become your most effective tool.

You should click here and let me get your web site up to the job.

Technorati Tags: Communications