Today I had a very satisfying initial strategy meeting with a new client. After we met, I realized that the meeting typified what I love to do best: Helping a business client review their online stuff, and discuss plans, best practices, and strategies to improve it. What’s online stuff, and what does that mean, anyway? In this case, it means we reviewed what this business does and don’t have online and I gave my brain dump — including some essential client education about what makes a good website, the value of social media and blogging, etc. — on possible next steps to improve their:
  • Business website design and content
  • Facebook Page (they have one but don’t use it, it’s just a one page poster with no interaction)
  • Blog (alas, they don’t have one)
  • SEO onsite and offsite (weak, nobody paid much attention to it after the original web developer took a stab at it)
  • Newletter, maybe (they allow visitors to join their email list but aren’t sure where all those email addresses go)
  • Video
In this case, the client has a relatively successful business that hasn’t been dependent on their website, however they’re sitting on a goldmine of potential that hasn’t been — for lack of a better word — exploited. What I saw:
  • The website is pleasant, but dull with dated content, and not at all dynamic or interactive. The images (design, graphics, non-text content) don’t tell me in my 3-5 seconds first impression what they sell. I have to read the words.
  • There are no Calls to Action to invite me to do what they want me to do (look at their products).
  • The SEO  — page titles, descriptions, text content — must have been created by somebody who did not have an understanding of SEO. The client hasn’t reviewed this since the website was created a few years ago.
  • Their wholesale business is amazingly active, fortunately, based on long term clients that pre-date the website.
  • They don’t really get much traffic or expect much business from the website, and that’s what they’re getting.
  • They have a GREAT right-livelihood history, and so many fascinating stories to tell  — great web content, blog content, Facebook content — that would be vert relevant and interesting to their customers, their brand, and beyond. However they simply never took the time to create a brand strategy, plan a social media strategy, or look at the big picture of how the web fits in with their business.
It’s possible this client now feels overwhelmed with so much to learn and to do. Here’s what I think: So much potential! I can’t wait to meet with them again.