When NOT to Spend
Ian Lurie Jan 29 2007
I talked a client out of hiring us for two projects today.
Before you wonder if I’ve cracked, here’s why: Their site isn’t up to standards as far as design and usability. And it’s coded in such a way that we can’t work around usability issues with landing pages.
Investing $30,000 in a marketing campaign, only to have folks come to the site and then leave, isn’t worth it.
If you have doubts about your site’s ability to convert leads or sales, check that, first. Your site is the foundation of your internet marketing campaign. Spending to attract visitors won’t work if the foundation is shaky.
Ian Lurie is CEO and founder of Portent Inc. He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Forbes.com and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, SIC and ad:Tech. Follow him on Twitter at portentint. He also just published a book about strategy for services businesses: One Trick Ponies Get Shot, available on Kindle. Read More