September 5


Function before Fashion

By Aidan Montague

September 5, 2017

Now I expect you have spent a lot of money on that website of yours. I also suspect that it is not working. Right?

If you are like most business owners you probably went through the following process to get your website:

  • check
    Google web designers or get some recommendations
  • check
    ​​​​Get a few quotes
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    Choose a web designer based on price and what looks good.

And this where things got off the rails.

Your site has been built primarily around what looks good rather than lead generation functionality or ability to drive sales. The emphasis has been on fashion rather than function.

Most websites behave very much like leaky buckets. They do a horrible job of converting traffic to sales leads.

This is because they are normally built to look good at the expense of what works.

Whilst your website is behaving like a “leaky bucket” there is no point spending money on traffic or search engine optimization (SEO). If the traffic you are currently getting is not engaging then what is the point in spending money trying to get more traffic?

Traffic is not your constraint. Your constraint is conversion to sales lead and ultimately to outright sale. That is why in the Business Multiplier System (BMS) we always focus on the CONVERSION System before we worry about the TRAFFIC System

Aidan Montague

About the author

Aidan Montague is a Professional Engineer with a unique combination of engineering/technology experience together with over 25 years of sales & marketing experience. He was instrumental in the establishment and growth of the Australia arm of internet/communications giant, Cisco Systems. He also has had extensive Board experience on both ASX listed and private companies in Australia.

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