Very few businesses today can compete without a web presence and there’s no reason not to have one. At the very least, it levels the playing field, and it can actually be a critical and cost-effective marketing tool. There are many benefits and a few downsides.
Websites can do a variety of things, but they tend to serve a specific function depending on the nature of the business. Your website can serve a range of purposes, from being a simple online brochure, to a lead generating engine, to a full eCommerce site.
One of the best lead generators is to gather email addresses of the people who have expressed interest in your products or services. Websites provide a number of effective ways to collect email addresses from customers and prospects.
What gets measured improves. Or at least what gets measured can be analyzed and improved upon. Web metrics is about analyzing key criteria to see how well your website is doing, and what you might do to improve results.
All the planning in the world is important but sometimes you just need to launch your website, monitor it and learn. But when and how you launch it requires careful consideration, so you can make the most of your efforts.