Almost everyone would agree that having a website is a necessary part of doing business in this day and age. But for many of companies, especially smaller ones, the website, once completed is just hanging out there like a flag high on a pole, waiting to get noticed. What really directs prospective customers to look up and notice? And once they do, what keeps their attention and drives them toward your place of business?

Try this exercise. Pretend you are in the market for the products that you sell. Jump on Google and begin your search for information. Try using different keywords that a prospect might use in such a search. How high on the list does your company name or website appear? Better yet, does it appear at all?

Do a quick evaluation. Type in “” into the Google search bar and see what pops up in the search results. The words that you see in the pages of the search results when grouped together are the search words that will steer a prospect’s Google search toward your website. Are these words an accurate description of what your company does? Are there many key words that are missing that could possibly be used by Google to drive searches toward your website?

So who is manning the store when it comes to your website? Many companies have their own IT person that has the knowledge and expertise to do this. However, many smaller companies simply outsource this service, paying a third party to oversee hosting of the website and to make periodic changes during the course of the year. But how good of a job is this webmaster doing in terms of monitoring the effectiveness of your website? How many hits is your website getting? What is the average length of time a prospect is spending during a website visit? Is the prospect moving forward by making contact with the company after the website visit or jumping off never to be heard of again? Does your website manager or third party administrator have these answers? Better yet, does the party managing your website even have the proper analytical tools to accomplish this task?

Another quick check is to see if your website has Google Analytics installed. Go to your website and then right click on the page. Click on View Source to view the source code for your website. Click Edit-Find and type in the word “Google- Analytics.” If Google Analytics does not appear in the source code, then perhaps your web administrator is not even tracking data to determine the effectiveness of your website in terms of gathering prospects and directing them toward a future sale. Also, oftentimes the website administrator is an IT professional. He or she is not a marketing expert and so does analyze the data from a marketing standpoint. Nor does this person strategize regarding website changes like a savvy marketing expert would do. So, an alternative might be to deal with a third party outfit that has both types of skill sets on staff.

In this extremely competitive window market, merely having a website is no longer going to be enough. The name of the game is PCA or “Prospective Client Attraction.” The first seller to get a hold of the prospect has a greater chance of closing the sale!

So, placing something in the marketing budget to beef up the effectiveness of your website can go a long way toward making your company more competitive and can easily translate into huge returns in a very short time!


  1. The potential opportunity for window and door companies on the web is absolutely enormous. That’s the good news. The bad news is that I’ve researched nearly 100 window and door companies and the vast majority continue to treat their websites as if they were an online brochure. As you mentioned, can you find your website on Google for anything other than your company name? If you can’t find your site MULTIPLE times on the first page of Google, you’re losing business to your competitors – period.

    Having Google Analytics installed is a step in the right direction, but in it’s standard configuration GA won’t give you critical insights necessary to maximize your website’s performance. You need to be tracking metrics like your “true visit to lead conversion rate”. If you’re a window contractor and your conversion rate is less than 5%, you need to fix your website BEFORE you drive more traffic to it. To drive traffic with a conversion rate less than 5% would be like throwing money out the window – no pun intended!

  2. Jim – Fantastic post. Wish more small businesses understood what their website can be doing on the web. Some of my clients (I am an internet marketer who helps small businesses) have spent thousands and thousands of dollars on a website and have gotten nothing out of it…or very little. Help them JIM!

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