You would be surprised at the typical response this statement “your website should produce results” has received from the businesses community. when talking with entrepreneurs and business leaders about their website I am not surprised to find that many consider my statement to be utter foolishness.
Gone are the days when a business would put together a few simple pages publish them on the web and consider the obligations in building a digital reputation completely. In those days entrepreneurs never gave a second thought as to how a website actually contributed towards their business objectives. I want to suggest to you that it is now OK to expect something in return from your website. In fact, you should never invest in a website unless you are absolutely clear on your return from it. Build out a website and give it clear goals and objectives.
Once you have a website online your second expectation could very well be that of constant growth. Let me explain my reasoning on this but. Technology especially Digital technology is improving at an alarming rate. The technology is becoming more understanding of business needs and is being developed in such a way that if growing your business is your priority the technology is in place to facilitate you.
We are in the middle of a technological era where all of the major thought leaders and tech providers are focused on integration. software and digital solution providers are all ensuring that there products and services are able to work together to fully integrate into your business.
You might be asking yourself what does this have to do with you? This is very important because it means that if you’re using any relatively recent tool it can probably integrate somehow with your website. And if you find that your point of sale software or customer relationship management tool is not able to integrate into your website I recommend you begin the search for a new one.
It’s okay to expect integration from the tools that you are using. If you are going to build out an engaging, dynamic user experience from your digital presence, you will not be able to compete unless you begin to build bridges with the tools that you are using.