The Most Common Misconception About “Web Magic”

I belong to a website called Alignable, and how often do I hear small business owners complaining about “not getting ranked” and how all the “big business” is killing small business. After a while, your humble narrator has to jump in and open a can of whoop ass. Maybe you will find this interesting, as what I wrote seems to be generating muchos buzz about it on the site itself.

First of all, the comment that set me off was this (the poster will remain anonymous):

“I am concerned, and I see the rapid reliance and escalating costs of doing business on the internet. I am concerned that what was once freedom for business to proliferate without these giant companies monopolizing advertisement as slipping away, and once again small business will pay the lions share of business advertising expenses with large companies getting fat with lower percentage costs, but getting top placement.”

And here is my reply:

As a web designer, I will say for the most part that it is not the website that is probably the problem. It’s the idea of “saving cost” on the website that is the problem, and then blowing your hard earned dollars on bullshit like AdWords and high-priced SEO companies. Most people I design for say they have “no idea” how to develop a website, and then once the contract is signed, all of a sudden they dictate how the website should be built. That is not how web design should be. You don’t tell a doctor how to remove your appendix, do you? Professional designers have spent many years analyzing code, noticing what works and what doesn’t, researching demographics, etc…And we often see what is best for a business because we have an objective view of it. But how often do we here “I don’t think that is necessary!” or “That is going to cost HOW MUCH to do?!”

*sigh*

Look…If you are worried about the “cost” of your website, you are missing the whole point of having one. A design spearheaded by a professional may cost you more than what you were looking to spend, but it will pay off ten to twenty fold in the return on investment. So if your website is not doing what you wanted it to do, you have to ask yourself this one question: “Did I not let the professional do the job I paid them to do, or did I argue because it was going to cost too much, and I didn’t think it should?”

In other words, did you let the professional do what they needed to do in order to make your website do what you wanted it to do?

I understand what [anonymous poster] below me is saying. But my company specializes in making small businesses look like bigger businesses. We level the playing field on cost for the concerns mentioned. But a client has to trust the professional and the process, or else they get what they have always had: Something amateur. They also have to want to play in the major leagues. I know the biggest complaint about competing with big business is that they have “deep pockets”. But at one point, those big businessess were a small business just like you. The only difference between yesterday’s market and today’s market is those now big businesses understood what small business today does not seem to understand: “the only want to make money is by spending money”. In other words: You don’t skimp on the damn budget when getting people to know you. When we go out on date’s, we wear our best outfits, and let’s face it…Fashion isn’t cheap. We spend oodles of time and money at the gym, so we can look good naked. We spend god awful amounts of money at high end grocery stores so we can “live healthier”…But when it comes to our source of income?! We have a shit fit about the cost…How stupid is that?!

It’s not considered stupid at all. It’s considered “Small Business Marketing Model 101”…Or at least that is what it has morphed into.

And it’s flat out dumb as fuck.

It’s the idea of giving the illusion that you are a successful small business owner to your judgmental neighbors (shopping at Whole Foods spending hundreds of dollars on the “trendiest foods”, driving a BMW, wearing fancy clothes from Nordstroms, etc) rather than the idea of actually being successful and moving away from your judgmental neighbors to a nicer neighborhood.

When people try to cut the cost of how they present themselves to the world, it shows…Trust me. You know it, and so do we all. No amount of SEO will save you if you budgeted the look and navigation of your website. No amount of being at the top of Google will help you, if someone clicks off of your site as soon as they are horrified by it (bounce rate). In other words, you can lead a horse to water, but if you do not make that water look tasty and relevant, that horse will go find another well to drink at…And that well will usually flow from the bigger company who realized when they were a smaller company that they needed to let the professionals do their job, the job they spent years doing, and worry about the cost later. I know I will get flack on this, but sometimes the truth hurts. After all AT&T (Bell) was up against Western Union when they started off, and now the only time we hear of Western Union is when we need to wire money. AT&T believed enough in themselves to invest in themselves wisely…Do you? And don’t get me started on the demon Wal Mart, because that started with just one store, and now it is like the Starbucks of retail. And speaking of Starbucks…Are you starting to get it yet?! That is the difference between small business and big business…The reason big business has “deep pockets” is because they keep investing in themselves. It’s the difference between the “big picture” and “sweating the small stuff”. My business started off with my own money (which was actually below $500), and we are now in competition with big design firms…Even got some of their clients…It’s not because we spent a lot of money…It’s because we spent our money wisely, and listened to other’s who were guiding us in those early days. Sometimes it means “this is going to hurt your pocketbook for a while, but it will pay off in the long run”.

Just because the internet enables others to find you faster, does not mean they will like what they see. Let’s face it, many small businesses don’t look like they take themselves seriously, because they are cutting costs of the very thing that will get them noticed. These days, it’s all about presentation…Not just getting client’s to your door. Top placement means nothing if the one who clicks in does not like what they are seeing…Or even worse, have to dig for what they see.


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