Something that intrigues me is that quite a few website owners don't make drawing traffic a priority. I think this is because they assume that it will just start to flood in automatically.
But even when they realize that hardly anyone is looking at their sites, they often don't resolve to do something about it. I know this because of calls I receive from people who've seen my ads for traffic building lessons. Even though that's where they got my number, they're not really interested in getting more quality clicks. They often want to know if I can do other, usually very specific tech-related things for them!
I scratch my head sometimes wondering why they think like that, particularly when they're spending maybe fifty bucks a month on web hosting, as some do -- not to mention the hundreds, if not thousands they originally paid a gun web designer to make their site look just how they wanted.
I think it's because they don't have a clear goal in mind. They've gotten online because everyone's doing it. It's the conventional wisdom that a website is just something you should have if you're in business these days. And now everyone's using social media so they feel the need to do that too. They see having an online presence as a requirement. But they don't truly realize the potential power of it.
But really you need to get online not just because everyone's doing it. You should do so because it can be such an effective way of getting known by more people in your target demographic. You can build trust that way too. This can be a huge boost to sales, and all for very little money if you tackle it right.
Anyone who gets calls that come as a result of Google searches knows this. People really trust the search giant. They convert into sales at a high rate. Social media leads are also good quality, although of course the process by which they come is not nearly as direct as it is with search.
Basically, you've just got nothing without traffic. It doesn't matter how beautiful your website looks and how proud you are of it when you look at it. You've got to use it! And to use it, you have to get people to look at it -- and not just any old people. They have to be in the right demographic.
Achieving this is no mean feat. It's certainly not impossible. But it's going to take some thought, tweaking and persistence. Odds are it's going to be a much bigger challenge than you thought it would be. And it's going to take a while. So you should really get into it right from the get go and keep the pressure on until it starts to bear fruit.
Do that and your website will be a profitable investment. But if you just let it sit there in the background and never take advantage of it, it could end up being money down the drain. While that waste may just be a trickle, after a year or two it could add up to a depressingly large amount of cash.