When you think of your website, do you think of it as a liability or as an asset?
The truth is—a website can be a liability or an asset depending on how you look at it.
The role it plays in your sales and marketing success is directly impacted by your thinking.
Small business owners with a “website as asset” mindset understand that every touchpoint with their customers brings value to their organization.
They see their website as an extension of their company, and they try to figure out how to continuously improve it.
After all, the first impression could be the last impression, depending on what a prospect sees.
Does Management Think Of Your Website As A Liability or An Asset?
| Website As Liability | Website As Asset |
|---|---|
| Low level of interest | We set SMART goals (specific, measurable, achievable, results-focused, and time- bound) for our website |
| Static content | We blog and engage in proactive content management to continuously improve |
| Low level of success | We want to understand our customers better and meet them and guide them along the buyer’s journey. From their first glance to the purchase and through ongoing customer support. |
| Lowest cost solutions | We actively seek feedback to measure and increase user satisfaction and website performance |
| No metrics to evaluate success | We measure visits, leads, and sales. We know the lifetime value of our customer and have a good understanding of the return on investment from our website |
Companies with successful websites have higher expectations and they measure results. They are constantly working to move their businesses forward by testing their ideas. Sometimes they work. Sometimes they don’t.
They also understand that not all visitors are at the same point in the buyer’s journey, and they try to provide appropriate content for customers and newcomers alike.
How Your Website Performs Depends On How You Think About It
In order for inbound marketing to drive results for your business, you need to demand more.
The shift happens simply by framing your website as an asset, and holding it, and those managing it, accountable to your expectations—and changing your approach when it’s not working.
Like any income-producing asset, yes—it requires an investment of time and money.
The important thing to do is to test, test, test. And then keep testing. See what works and what doesn’t. There are no failures. Only lessons. The more your tests fail, the more you learn.
By clearly defining your site’s purpose and goals, your website can become an invaluable to help you achieve your business objectives.
If it were only so easy to convert all liabilities into assets.
How about you? What do you think? Is your website an asset or a liability?
