Kent WebSite Design

Anecdotes are not always humurous.

I recently was engaged in talks with a couple of small local businesses about creating a website and associated marketing.
Initially, it was at enquiry stage, so I sent off a letter about the marketing opportunities and benefits, with an adequate pricing structure.  Rather than hassle these new prospects I decided to wait some time before getting feedback. The business was notorious for its careful expenditure so I had been told. So I knew I wouldnt get an immediate reply.

A few weeks later , I noticed in the local paper that one of the companies had a centre page review with one of the local reporters. It detailed the “new services” of the existing business, photographs and interview.

Now, I am starting to think Missed Opportunity here! I cannot really blame the company in one respect. They are a small outfit and like most small business, concentrating on just surviving.
However, it did not even cross my mind to state on my introductory letter that any important new services or announcements could be of benefit to a new website. Well, in that respect, I re worded my intro letter just to state that from now on. A lesson for me, but what about the company?

The next business review of another company in the paper did not have pictures, just a paragraph on the company,  but it did have the URL to its website!
I am imagining that those reading the article probably went on to visit the website if they were interested in the topic. I am also imagining exactly what my prospect has lost. What did they lose from this free marketing? Yep, I said Free Marketing!

• Free Traffic
• Free Links (Most articles are re-published online in the newspaper website)
• Most of the news websites have lots of content and thus good Page Rank
• Marketing opportunity to sell the new service online.
• I could have created a one off landing page and booked new customers!
• Niche Market, beauty products; probably a few Bookmarks too
• Newspaper has around 10,000 circulation locally

Well thats a long list to lose out on eh?

• Its important to follow up leads within a suitable timescale. Yes, harranging people on a daily basis will lose prospects, but make some definate time scale to follow up leads.
• Always state the benefits of getting the website online quickly and always enquire about new products and services in the first instance.
• Set up unique landing pages before a press release. Better still, work in a press release into the cost of your charges and let the world know. It`s not only big companies who have something to say, especially for local services.

Ironically, the other prospect I had replied to, responded to my letter. They want to set up a website and market for the 2006 christmas sales. But it`s December 2006 already.  And thats another story!