You need a website to get clients online. But getting a website takes a lot of work.
You have to figure out what you need on your website, and then write all the website copy. Then it’ll take a designer + developer another 6-8 weeks to create your site (even longer if you do it yourself).
That is months of working your ass off without being able to get clients online. Months of not making any money while having to shell out time and money on your website.
Don’t get me wrong, a website is a business necessity. 89% of consumers expect all businesses to have a website regardless of size [source]. Rather than diving headfirst into your website, there’s something you can do to start selling online before you have a website.
Let’s start by defining conversion. A conversion is when a visitor completes a specific action that you want them to take on your website.
Conversions can be many things depending on your website goals. It could be signing up for your newsletter, making a purchase, scheduling a consultation, or something else entirely.
For example, if your main website goal is for people to subscribe to your newsletter, each time someone does that would be a conversion. That person has been converted from a visitor to a newsletter subscriber.
After spending all that time and money on your website, you want people to find it online, right? Duh, you didn’t do all that for nothing.
Most people will find your sweet new website through an online search. Hello, Google, you cute little search engine, you.
How does Google know to include your website in search results?
Google sends a spider called Googlebot to crawl around the web collecting data. Googlebot visits a bunch of different web pages and, if it finds links on those pages, goes and visits those linked pages too.
While it’s adventuring around the web, Googlebot makes a note of new websites and changes to existing websites. It also scans each page and, based on the words it finds, makes a note of what each page is about.
Googlebot comes home and hands over all that data to Google like a good little spider. Google updates its search index with the data. Then, when someone does a search, Google searches its massive index for matching pages and displays the most relevant pages in the search results.
Your website only appears in search results if Google knows it exists.
While you’re busy doing a million other things for your business, your website is bringing in new clients, telling them how awesome you are, answering their questions, publishing blog posts, launching new products and closing sales.
In other words, your website should be working its ass off 24/7.