Carson nach bu chòir dhut làrach-lìn ùr a cheannach a-rithist

Carson nach bu chòir dhut làrach-lìn ùr a cheannach a-riamh

This is going to be a rant. Not a week goes by that I don’t have companies asking me how much we charge for a làrach-lìn ùr. The question itself raises an ugly red flag that typically means that it’s a waste of time for me to pursue them as a client. Why? Because they’re looking at a website as a static project that has a start and an endpoint. It’s not… it’s a medium that must be constantly optimized and tweaked.

Tha na dùilean agad fada seachad air an làrach-lìn agad

Let’s start with why you even have a website to begin with. A website is a critical part of your làthaireachd didseatach iomlan where your reputation is built and you can provide much-needed information to potential clients. For any business, their digital presence isn’t just their website… it includes:

  • Làraichean seòlaidh – do they appear on the sites where people are searching for their product or service? Perhaps it’s Angi, Yelp, or other quality directories.
  • Ìrean agus làraichean ath-bhreithneachaidh - Còmhla ri clàran-iùil, a bheil iad a ’nochdadh air làraich ath-bhreithneachaidh agus a bheil iad a’ riaghladh a ’chliù sin gu math? A bheil iad a ’sireadh lèirmheasan, a’ freagairt riutha, agus a ’ceartachadh droch lèirmheasan?
  • YouTube - A bheil bhideothan aca air YouTube a tha ag amas air a ’mhargaidh agus an gnìomhachas aca? Is e YouTube an dàrna einnsean sgrùdaidh as motha agus tha bhidio mar mheadhan èiginneach.
  • Làraichean buaidh - A bheil làraich agus pearsantachdan buadhach ann aig a bheil leantainn farsaing bho luchd-èisteachd co-roinnte? A bheil thu an tòir air aithne fhaighinn air na làraich sin?
  • Innealan Rannsachaidh – Buyers are actively looking for information online to help them in their decision-making process. Are you present where they’re looking? Do you have a leabharlann susbaint that’s consistently up to date?
  • Meadhanan sòisealta - Tha ceannaichean a ’cumail sùil airson buidhnean air-loidhne a tha a’ toirt seachad luach leantainneach agus freagairteach do luchd-ceannach. A bheil thu gu gnìomhach a ’toirt taic do dhaoine air sianalan sòisealta agus ann am buidhnean air-loidhne?
  • Cuir post-dealain Margaideachd - A bheil thu a ’leasachadh thursan, cuairt-litrichean fiosrachaidh agus meadhanan conaltraidh taobh a-muigh eile a chuidicheas ceannaichean san amharc gus siubhal air an turas?
  • sanasachd - cha bu chòir dìochuimhneachadh càite agus dè an oidhirp agus am buidseat a bu chòir a chleachdadh gus stiùirichean ùra fhaighinn air feadh an eadar-lìn.

Coordinating your digital presence across every medium and channel is an absolute necessity nowadays and it’s well beyond just building aig làrach-lìn ùr.

Cha bu chòir don làrach-lìn agad a bhith gu bràth Deiseil

Chan eil an làrach-lìn agad a-riamh Deiseil. Why? Because the industry that you work in is continuing to change. Having a website is like having a ship that you’re navigating open waters with. You need to constantly adjust to the conditions – whether it’s competitors, buyers, search engine algorithms, emerging technologies, or even your new products and services. You must continue to adjust your navigation to succeed at attracting, informing, and converting visitors.

Need another analogy? It’s like asking someone, “Dè a chosgas e airson a bhith fallain?” Getting healthy requires eating healthy, exercising, and building momentum over time. Sometimes there are setbacks with injuries. Sometimes there are illnesses. But getting healthy doesn’t have an endpoint, it requires continuous maintenance and adjustment as we grow older.

Tha grunn atharrachaidhean ann a dh ’fheumas a bhith air an tomhas, air an sgrùdadh agus air an làn-leasachadh air an làrach-lìn agad:

  • Mion-sgrùdadh Farpaiseach - atharrachadh agus optimization gus do dhealachadh eadar-dhealaichte bhon cho-fharpais agad. Mar a bhios iad a ’toirt a-mach tairgsean, a’ roinn aithne, agus ag atharrachadh an toradh agus an tairgse seirbheis aca, uimhir dhut.
  • Optimization tionndaidh - a bheil an gluasad agad airson a bhith a ’tional stiùirichean no luchd-ceannach a’ meudachadh no a ’lùghdachadh? Ciamar a tha thu ga dhèanamh nas fhasa? A bheil cabadaich agad? Cliog-gu-Call? Foirmean a tha furasta an cleachdadh?
  • Teicneòlasan a tha a ’tighinn am bàrr – as new technologies are becoming expected, are you implementing them? Today’s website visitor has far different expectations, wanting to self-serve. One great example is appointment scheduling.
  • Adhartasan dealbhaidh - leud-bann, innealan, meudan sgrion ... tha teicneòlas a ’leantainn air adhart ag adhartachadh agus a’ dealbhadh eòlas neach-cleachdaidh a ghabhas a-steach na h-atharrachaidhean sin feumach air atharrachadh cunbhalach.
  • Inneal Rannsachaidh - tha clàran-iùil, làraichean fiosrachaidh, foillseachaidhean, làraichean naidheachdan, agus na farpaisich agad uile a ’feuchainn ri do bhualadh ann an einnseanan luirg oir tha an rùn as motha aig na cleachdaichean sin a cheannach. Tha cumail sùil air na rangachadh prìomh fhaclan agad agus an susbaint as fheàrr fhaighinn deatamach airson a bhith a ’cumail suas air a’ mheadhan èiginneach seo.

Whatever marketing agency or professional you hire should be keenly aware of your industry, your competition, your differentiation, your products and services, your branding, and your communication strategy. They shouldn’t simply be mocking up a design and then pricing out the implementation of that design. If that’s all they’re doing, you should find a new marketing partner to work with.

Tasgadh ann am pròiseas margaidheachd didseatach, chan e pròiseact

Tha an làrach-lìn agad na mheasgachadh den teicneòlas, an dealbhadh, an imrich, an aonachadh, agus - gu dearbh - an t-susbaint agad. An latha do làrach-lìn ùr is live isn’t the endpoint of your digital marketing project, it’s literally Day 1 of building a better digital marketing presence. You should be working with a partner that is helping you to identify the overall deployment plan, prioritizing each stage, and helping to execute that.

Whether that’s an advertising campaign, developing a video strategy, mapping out customer journeys, or designing a landing page… you should be investing in a partner that understands how everything works together. My recommendation would be to toss your website budget and, instead, determine an investment you wish to make each month to continue to execute your digital marketing strategy.

Tha, a ’togail a làrach-lìn ùr can be part of that overall strategy, but it’s a continuous improvement process… not a project that should ever be completed.

Dè do bheachd?

Tha an làrach seo a 'cleachdadh Akismet gus spama a lùghdachadh. Ionnsaich mar a thathar a 'pròiseasadh an dàta bheachdan agad.