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This is what would happen. Every now and then a client would hire me to write copy for their Web site. I would do so. A few months later, theyd contact me.The site isnt working. We havent gotten any sales or leads from it, theyd say.Id get on the phone with them and wed talk about it. And invariably, I would hit upon the problem. Traffic. Or, more specifically, lack of traffic. (Traffic is defined as visitors coming to your site.)Now, I KNOW how to drive traffic to a Web site (I personally get 450-700 visitors a day). However, even though I would tell these clients exactly what they needed to do to drive traffic to their site, they wouldnt do it. Either they didnt have the time or they didnt have the money to pay someone or (more likely) both.I would end up walking away from those encounters feeling like I did a disservice to the clients.What I should have done (and what I do now) is make sure my copywriting clients have a marketing strategy in place to drive traffic to their site BEFORE I start working on copy.Copy or traffic. Its the whole chicken and the egg thing. You need strong copy (the words) on your Web site to convert people - get your prospects to purchase your products or services or even give you their email address. And if you have weak copy, that isnt going to happen.However, if you have little to no traffic going to your site, then it doesnt matter how persuasive the copy is, you still arent going to make a lot of money from your site.(A caveat here, if you have other things in place, such as strong joint venture partners or a very responsive list of people who subscribe to your newsletter, you can make money with little traffic coming to your site from the Internet. But just imagine how much MORE money you could be making if you also had good Web traffic?)So, after not only being in my business myself but watching my clients businesses over the years, Ive decided that for most people, the best place to start is NOT by rewriting the Web site with strong direct response copy but by putting a plan together to make sure theres traffic going to that site.(Bet you didnt think I was going to say that, did you? After all, I AM a direct response copywriter so youd think Id put copy over everything. Alas, if it was only that easy. The best direct response copy in the world wont do you a lick of good if you arent getting eyeballs to look at it.)So why did I pick traffic over copy? Heres why:If you have no traffic to your site, and we redo your site so it converts, theres no way to fully test and tweak what weve done. Depending on your traffic, we could be waiting months before enough people have visited to know if your site does or does not convert. Then, if we have to do more tweaking, were stuck waiting months again to test those tweaks.Now, compare that scenario to this one. You have a lot of traffic coming to your site. Your site isnt converting, but thats okay because we can put up new copy and design and know in as little as a week or two if its working or not. Still isnt working? Well do some more tweaks and wait another week or two. Before long, you have site thats making you money effortlessly. The other reason why I like to focus on traffic is this: Lets say you have a site that DOES convert, even though you dont have much traffic. We increase the traffic and your business grows. Its that easy.So, if youre a business owner or entrepreneur whose Web site isnt doing as well as they would like, Id suggest the first thing you do is sit down and put together a marketing plan to drive traffic to your site. Make sure you tune in next time where Ill discuss the basics of putting together a marketing strategy to drive tons of warm traffic and leads to your site.
The,Number,One,Thing,Your,Webs