Your web presence lies. Everybody does it. You aren’t the only one who’s built an all singing, all dancing website with more bells and whistles than a schoolful of referees whilst your actual workspace resembles a bombed-out Anderson shelter.
Initially, the ability to be able to present your business as you’ve always dreamed of is intoxicating. But it’ll come back to haunt you in the long run - mark my words. You need to present your business as it is now otherwise you’ll find yourself deluged with enquiries for work you can’t do, or worse still, no enquiries at all. Let a blog make you honest.
But what about metrics? comes the perennial cry.
Before I started up The Tinbasher again, the Butler Sheetmetal site had been bookmarked twice. This week alone it’s been bookmarked fourteen times. We’ve also received as many hits this week as the whole of August and September combined. I appreciate arguments can be made about of all this, but that’s not my point. More people are visiting the site since the reincarnation of this blog and more people want to return to the site too.
I read alot about metrics and ROI (return on investment) and I agree you can’t measure it scientifically. But let’s be perfectly frank, you don’t need to. I see hits going up, stickyness going up and, most importantly, enquiries going up. It’s out of your hands once your salesperson or sales department gets hold. But at least they’ve got something to get hold of! And don’t claim you can’t write or don’t have the time. You can look at your blog in the same way as you’d look at a business meeting with a potential client.
There is more, all very quotable - go read the whole thing.