Reason #6: "If I build it they will come"
How to fail
This is probably the most common mistake of all. People assume that building the site completes the project. This may not apply to the 5-page presentation site built like an online business card. Here are discussed web projects that have to generate income. The rule of thumb is “If you build it, they will not come” but it would be better to add “by themselves”. Even if wait for a year, nothing will change. The most common excuse in this case is: ”All the money was spent for building the website and there is no left for the marketing”. These projects sit idle for years and nothing happens.
How to succeed
• It would be great to think about marketing and promotion before even starting the project.
• Why not set aside a certain amount of money for the marketing purposes? In most cases the amount should be comparable to the amount spent on building the web project. In some cases it could be more.
• In most cases it would be not bad to be prepared to sustain the marketing efforts for at least 3 months without income.
• It is advisable to consult a marketing professional.
• It is a great idea to take part in marketing and promotion personally.
Reason #7: "Can you create the content for me?"
How to fail
At the first glance it seems like there’s nothing wrong with this request. Client wants to build the website, he/she is not a writer or a journalist and would like to ask someone to create the content for them. Why this is wrong, the explanation is simple. Scenario number one: client has been working in the business for a number of years and has a ton of knowledge and experience about the business. In this case how is this possible that he/she cannot write a few pages about what they do? Just imagine a person who has no knowledge about his business describing what he does better than writers? Ok, scenario number two: client is just starting up and does not have enough experience and knowledge. In this case does he think that he is ready to start the business and run it successfully if he cannot describe what he does? Or is it better to go and study it a bit in depth and then be better prepared for the real world?
How to succeed
The previous paragraph was not aimed at rising in opposition against content writers. Their activity is important however the site owner has to determine the site frame, structure and the main message and the copywriter can help with the grammar and the style. When it comes to content writing for SEO a client pretty much does not have a choice, he has to get a SEO copywriter. So to summarize: it's not a case to be lazy; it's vital to be a part of a website project especially from the beginning.
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