In the first two posts of this four-part series, I established the foundation for arguing the importance of a world-class website and creating content published and accessible from that website that effectively caters to the interests of potential buyers. The content provided on a website must cater to potential buyers who may be at different stages of their buying "journey" and may be researching for different types of information.
In part one of this four-part series, I laid the foundation for creating sustainable web traffic, explaining the importance of the website. It's pretty logical - if a business deploys a poor-quality website, then there's not much point in developing traffic to that site. It's also pretty logical that if an investment's been made to build and deploy a world-class website, the buy will likely be a waste of money unless there's a similar strategy to build traffic to that site.
In this four-part series of blogs, my objective is to explain the roadblocks currently preventing small businesses from developing sustainable traffic for conducting e-commerce. In this first post in the series, I will explain the importance of a world-class website as the foundation for a small business transformation.
