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If You Build It, Will They Come?

By Marc Reifenrath on December 27, 2011 in Digital Marketing

Field of Dreams, Dyersville Iowa
The Field of Dreams, Dyersville, IA-May 2006 (JoeyBLS at en.wikipedia) 

You've seen the movie right? Field of Dreams...Kevin Costner...Iowa corn farmer...hears voices...builds baseball diamond...ghosts of Chicago Black Sox show up. The entire premise focuses on the movie's memorable tag line, "if you build it, they will come". While the statement holds up nicely in the context of a Hollywood story, what if we turned that statement into a question? By simply flip-flopping two words, it now reads as somewhat of a challenge...

If you build it, will they come?

The harsh reality is, just because you've built a website, doesn't mean people will come to it. Sure you'll have some visitors and traffic, but probably not exactly what you're looking for. Imagine building a massive shopping mall in the middle of a small town. You'll surely get the locals to come visit, and a few from the surrounding towns...but because you're in the "middle of nowhere", people can't find you (let alone have heard of you). Now take that same scenario, but imagine also building an airport, a train station, and a four lane highway with billboards every mile along the way. (Yes, it's probably all a bit of a stretch...but the concept is what's key.) Now, being in a small town is no longer as much of an issue. The opportunities created for potential traffic have been significantly increased.

No matter what people call it: Web Strategy, Internet Marketing, Search Engine Optimization...the general principles are always the same. Existing online is just one part of the question, creating avenues for both new and repeat visitors to find you answers it.

Are you getting the amount of traffic you deserve?
Is that traffic the type of customer you want?
How can you find the "right" customers?

Looking for guidance, suggestions, or advice for your website? Let's chat, we'd love to hear from you.

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