There is a great book titled "Dig Your Well Before You're Thirsty" by Harvey MacKay. The book focuses on the importance of having a network to rely on to generate sales. This left me wondering, "Why is it that so many businesses will make the time to grow their network and not their website?" Don't you realize your website is your network? Your website speaks for you, reaching an audience far more extensive than the alphabetical contacts in your Blackberry. Your website tells your story when you are not there. Your website represents your voice, your vision and your business when someone refers you to a business or college.

On Monday February 11th, I spoke at the Small Business Summit in New York City. I sat on a panel with 3 other wonderful speakers: Laura Allen (15SecondPitch.com), Marshall Makstein (eslide.com), and Adrian Miller (adrianmiller.com). Each of us focused on our own elements of expertise. After we all spoke, an audience member asked Laura about the importance of creating a pitch unique for certain business events. Let me elaborate; many businesses have different specialties under one business umbrella. For example: here at the Technology Therapy Group, we provide web design and development services, software training and emarketing plans. How do you pitch each different area of your business? Laura's advice is to craft a pitch for each specialty to not only keep you focused, but to help the listener stay focused as well. I very excitedly chimed in, "Please be sure to do this on your website as well! So many individuals say one thing in person and then their websites say something completely different." Your message must be cohesive across all your materials; website, email communication and in-person. Your website represents you when you are not available, and the message, (your pitch,) needs to be the same as the one you vocalize in person or on the phone.

Today, I ask that you to take a few minutes to review your pitch; give it to someone in your network, (preferably someone new,) and then ask them to go to your website and see if the message is the same. If it is not, it may be time to think about a site redesign or change in content. If your pitch and your web message don't line up, your website may be costing you business.

Labels: networking, web marketing