What makes their business model head and shoulders above those of similar companies.?

Why can they continue to grow and succeed while other companies are reducing forces and cutting losses?

What let’s Google continue to develop new technologies and fund countless projects while your company is cutting benefits and taking away overtime?

With companies like Google, MSN and Yahoo, PPC is the name of the game. The Price Per Click model has taken over the search engine industry and made Google 23 billion alone in 2009. A true ROI model, companies are only charged if their sponsored links are clicked, the innovation comes from the way the results are created. This where Google AdWords come into play. With Google AdWords, you can create and run ads for your business, quickly and easily. Run your ads on Google and their advertising network — no matter what your budget, you’ll only pay when people click the ads. If a customer sees your ad engages it, it’s recorded in your account as a click. Monitor your clicks to see how many people choose to enter your website from your ad. With cost-per-click (CPC) pricing, you pay only when someone clicks on your ad, making the model very efficient and cost effective for businesses of all sizes.

It’s no wonder Google can afford an on-site masseuse…

-Anchorman

For many, statistical justification are just useless quips that one hears almost everyday. 4 out of 5 dentists, 8 out of 10 mothers, 66.7% of voters. A quick statistic gives a little bit of a punch to any point that is being made, but for most it’s just an empty statement. In that sense, many disregard the famous (infamous?) 80/20 rule [Pareto's Principle for those fans of Italian economists] as a coincidence or an old wives tale, but as far as statistics go, the 80/20 is a good way to determine where to focus the majority of a company’s efforts. Take a look at your company, you can see many situations where the 80/20 rule comes into effect. For marketing, the golden rule is that 80% of your money comes from 20% of your clients, so you should be spending 80% of your time with your most profitable 20%. It’s a good way to re-prioritize, and reorganize efforts to make sure you are working effectively to increase the profitability of your company. Remember, in marketing, it’s about who works the smartest and most efficiently, not the hardest. If you’re getting beat in sales and running your resources thin; re-prioritize and focus on what is getting you the results, the 20%.

Two business owners are having coffee. They have successful businesses that they are ready to expand on to the internet.

“Have you chosen a web developer yet?”

“Web developer? Are you serious? I am having my son build the website. He is on the internet all the time and knows everything about websites and stuff like that.”

“Your son, really? Does he build websites for a living?”

“No. He is still in school. He will build it for free though!”

All too often, I come across this scenario. It is one of the obstacles of being in the web development industry. The internet is unlike any other business medium. It is open to all, information is abundant and there is a SIGNIFICANT learning curve between generations. Toss around some terminology like web development, social media, cascading style sheets and search engine optimization and chances are the average web user will think you are working for the NSA. But don’t call Washington just yet. The casual web user may use the same language as a professional web developer. That doesn’t necessarily mean they can speak it.

Whether it is your son, daughter or nephew’s cousins uncle twice removed, you must gaze a skeptical eye on the services they claim to be able to provide. Let me modify the scenario a bit to explain my point:

• Would you let your son fix your company’s toilet because he watches the DIY Network?
• Would you let your daughter operate on an injured employee because she watches “Grey’s Anatomy”?
• Would you let your neighbor replace your company delivery truck’s engine because they have a subscription to “Car and Driver”?

You may think these scenarios are completely different from building a website but when broken down to the most basic form, they are identical. Each scenario above describes using a person with a casual interest in something performing a job that requires a professional. Web development is no different. In fact, using a professional web developer may be even MORE important (except the doctor example…that would be pretty dangerous).

Take the toilet example. Even if you own a storefront, chances are you might get 10-15 customers that need to “evacuate” daily. If your toilet is broken, you most likely will not lose their business. Your website on the other hand may receive 100-50,000+ visitors a day. If it is broken, or not functioning properly, your customer’s have no access to your business. We have all navigated to a website that was down or slow to load. I am sure you, just like me, closed the website in less than 10 seconds.

The fact is, web development may look easy on paper. There are hundreds of programs that claim to make it simple for anyone to use. My hope is that you will be wary when you evaluate this option. If your business is on the internet, it is part of a huge online marketplace that reaches millions of potential customers. Facing those customers with a virtual storefront that is templated, slow and functions poorly is your COMPETITOR’S best sales tool.

Use a professional! There are numerous professional web development agencies. Most focus on specific customer bases (i.e. small businesses, personal websites, e-Commerce websites etc.) so finding one that meets your needs should not be hard. You can even find a web developer near your business, and often meet with them face to face.

It may not be free, but it will be well worth the investment. A professionally developed website should pay for itself before that leaky toilet breaks down again.

A strategically designed website, developed utilizing a combination of search engine optimization and content building techniques, could not only improve your sales, it could begin generating sales for you in your sleep! Businesses must realize that internet marketing is the future of traditional marketing. Within the next decade, as millennial’s enter the workforce, lead generation will fully integrate into the digital arena.

If you need a recent reminder of this trend, look no further than your own business. Four years ago, “green” business was restricted to paperless credit card statements and cell phone bills. However, today, I guarantee your business has taken some steps to become more environmentally friendly. Website development has assisted this movement with huge steps, integrating websites with operating systems and moving data from print to PDF just to name a few examples. Green marketing is now the future of marketing. In order to stay competitive in business, companies must be ready to utilize eco-friendly marketing techniques to stay on par with competitors.

In much the same way, lead generation through a properly optimized website is the future of sales. With a dynamic website that ranks your business for relevant keyword searches, your sales area will expand from regional to global. Another advantage is that your website, unlike your company’s salespeople, does not have a salary, health benefits, vacation, sick days, sales metric bonuses, or suffer from bouts of procrastination. It will work for you 24 hours a day, 7 days a week. Additionally, website development and optimization services can be performed to a level that fits within your business’s operating budget. Your return on investment from the proper development of a website can often be measured in multiples of spend. Using products like Google Analytics, marketing consultants can track this data for you and present it in a concise and clear manner.

We recently had the opportunity to work with Rhino Group Media,  a Philadelphia website development client. Rhino Group launched a site with an interactive flash sample portfolio that creates an unique experience for their site visitors, while simultaneously providing compelling sales messaging.

Instead of restricting yourself to your traditionally customers, think outside the box ahead of the curve. Using your website to generate sales leads today can lead to significant business growth tomorrow.