Our websites web sites are becoming a powerful tool in how we position the services and products that we offer. In other words, the data that we gather from visitors to our sites, tell us what potential clients are looking for.

When a visitor lands in our website web site via a search engine, we can gather data that tells us what phrases and/or keywords they used. We can leverage from these data in many ways. We could refine the content of our website web site, the description of services and products, and even re-evaluate what we communicate and offer through our websites web sites. In particular, startup and small business can benefit from this source of information. Think real time “market research.” The fact that this data is free of tampering, in other words, not conditioned by a question, is the best part, because potential clients landing in our website web site via a search engine are telling us what THEY are looking for. This is a powerful pointer for business with little resources.

Case example: I work with a website web site that seeks to monetize its content, taxesGratis.com. This website web site provides helpful information about how to file taxes for free. When visitors come to this website web site via a search engine, we are able to see the terms such visitor used when using the search engine. In the past, I assumed that the terms visitors used simply matched topics that are clearly spelled throughout the website web site. But many times I have been surprised by the phrases a visitor used prior to landing in this website web site. I have read very specific questions, related topics, and some not related subject. With information in hand, the content of certain articles has been enhanced, newsletters have been added a tip of the week ... and you name it in order to better serve the audience.

Here is an ideal scenario. Visitor lands in the small business website web site via a search engine after using the terms “web design small business.” Then, visitor signs up for newsletter of blog “the small business website web site.” Website Web site team analyzes the keywords used when visitor landed in the page. Two actions can be taken to leverage form this data. First, evaluate if coming up as a result to these particular keywords is the desired outcome. Second, the marketing team could write a one person newsletter for the new subscriber titled “The role of Web Design web site design website design in a Small Business Website web site.” The content of this newsletter could be past articles that covered this topic, and/or a new article in which the potential client can be read into becoming a client.

In conclusion, today, startup and small business owners have the power to get key information from potential clients through our websites web sites. For this, we must enable ourselves with the necessary tools and expertise to gather, analyze, and implement systematized strategies around this insight. Once we begin to access this knowledge, we can refine, redefine, and sculpt our services and/or products. In other words, we can dynamically steer content, product, or look of our sites. Leveraging the information that we can gather from our small business website web site can help us grow symbiotically and effortlessly. Small steps go a long way, I attest to that.

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