Why wait? Part 3
“My website is not ready”, is a very common excuse why people don’t market or start driving traffic to their site. In this there is no reason to wait unless you have no intention of succeeding. Some business owners believe that they will lose more then they gain by releasing a site that is not up to the standards they set in their own minds. I am not saying that you should start advertising a broken site or a site that cannot fulfill an order. That would be useless. You may not gain customers because of its looks but you have started the long road to establishing your presence on the Internet. The sooner you start the less money you spend on catching up to where you should be, in relation to your competitors, when your site is finally finished.
You must remember and accept that your site will never be finished in your eyes. You will get comments all the time about how you can improve your site and what you are doing is wrong. Some will be valid and others will be just personal opinion. Unless, the comment says your site is down or “I cannot complete the transaction”, do not take the comments to seriously. Make a note of the comments and look into it later. Talk to your project manager, webmaster or developer and ask about these comments. Any one of them would be happy to go over the pros and cons of these comments and make a list of additions to the next release of the website. Being in a perpetual mode of development never allows you to expand your business.
I have had clients get advice from any number people at least 3 times a week. The advice would come from a friend, spouse, stranger or another business owner. And every week it was the same thing. “Let’s change this, and let’s change that.” Sure, but every change was a sacrifice of some other function of the site or a waste of time and money to develop. At the end of the year we had a lot of changes and actually moved backwards in online visibility. We had spent so much time and money fixing the perceived problems, that the budget for marketing was zero. On top of that, the additions or corrections that were made earlier that year, where we spent a lot of time and money on, was available for free and supported by the developer on the next upgrade of the program software.
I always believed that you should fight the urge to constantly change the site. The only frequent changes to the site should be, content. Most people like consistency and sense of stability. Release your first version of the site and start driving traffic right away. You will fund all the improvements you want through the monetization of your site. As you set you rhythm of advertising and marketing and get to know your traffic, you begin to see what your website’s strengths and weaknesses are. And major flaws that need to be corrected right now. Remember, there is no guarantee that you will make your money back on advertising but you will learn a little bit more about your site and what does and does not work for you. This is essential to understanding what will be worth putting into the next version of your website and what is merely optional. You are now laying the foundation of improving your internet business without sacrificing your online presence.
“It’s all about the R.O.I”