DIGITAL DOMINANCE (PROBLEM #1) BRENT LOLLIS
You also want to ensure that your content is unique, compelling, and targeted. It’s a very bad idea to copy from
a competitor’s website, since this could land you in hot water and get your site banned from Google. (Google
controls over 70% of global search market share. If you get it right with Google, you’ll be in good shape with all
of the second tier search engines also.) Some business owners think they can get around this by rewriting
something they have found elsewhere. That might move you into a gray area, and keep you out of some kinds
of trouble, but it’s not the best strategy for telling customers what’s unique about your business.
To make the right kind of impression on buyers, you need custom images and text, or at least visuals that
closely reflect the message you’re trying to send to the market. Don’t cheat yourself by taking shortcuts.
Study Customer Feedback and Online Visitor Behavior
If you’ve already followed these guidelines and still don’t know whether your website is right for your business
or not, then study the results. Go into your web analytics software and look at traffic sources, visitor behavior,
and overall trends.
By examining your website performance in this way, you’ll get a very good sense of what customers think about
your pages. Seeing where they click and how long they stay will tell you a lot about which topics they think are
important, which pages on your website are valuable, and whether your content has value for them or not.