Several years ago, I was evaluating the overall effectiveness of my marketing efforts. In my view, successful marketing results in a prospective client who is primed and ready to "buy" me before they ever step foot in my office. In other words, before I physically meet with them, they are already 70 percent to 80 percent of the way toward hiring me.
As baby boomers age and place themselves squarely into my target market (age 60-75), it was becoming more and more clear to me that I needed effective web branding. After all, aging boomers are very active on the web, and I've found that most will do some kind of web research before coming into my office.
I felt I was falling woefully short in establishing my online brand. I had to ask myself several questions:
- How easy is it to find me on the Web?
- Once someone has landed on my website, how long do they stay there?
- How much can a prospect actually get to know me through my website?
- Is there anything particularly unique about my website?
How do you go about developing a Web presence that affirmatively answers these questions? It all begins with an effective website. However, I'm a big believer that your website should stand out from the crowd. This takes time and energy.
See also: 3 SEO basics to get your website noticed
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