Sep
30
This is an old golfing analogy. Simply put, it means the great big long shots which look really impressive (especially on the telly) mean nothing compared to being able to putt. It's putting that wins the game. The ability to putt earns the money.
The expression popped into my head this morning as we compared two websites: One the result of nearly £10,000 in designer and developer time, the other the results of £3,000 of marketing time.
The former looked lovely, but has a look to book conversion ratio of less than 1% (what we in this country call "all fur coat and no knickers"); the latter has a look to book conversion ratio of about 20%.
There are more differences:
The expression popped into my head this morning as we compared two websites: One the result of nearly £10,000 in designer and developer time, the other the results of £3,000 of marketing time.
The former looked lovely, but has a look to book conversion ratio of less than 1% (what we in this country call "all fur coat and no knickers"); the latter has a look to book conversion ratio of about 20%.
There are more differences:
The former is full of pictures, flash pages, video and clever bits of Javascript.
The latter is almost all words, with sparing use of pictures. There is video there, but not unless you're looking for it.
The former is all about the hotel.
The latter is all about you.
The former is dull to the point of being almost impossible to read.
The latter is interesting, punchy and relevant.
The former was last updated on the day it was originally published, this time last year.
The latter was updated this morning.
Spot any trends here?
You don't need to spend a fortune on your website, but you do need to spend enough to be able to do the things that matter in order to get sales. Then you need to do these things. Regularly. It's the little things that matter.
Can your website putt? Or is it hitting the ball 300 yards to places where people can't find it?
The latter is almost all words, with sparing use of pictures. There is video there, but not unless you're looking for it.
The former is all about the hotel.
The latter is all about you.
The former is dull to the point of being almost impossible to read.
The latter is interesting, punchy and relevant.
The former was last updated on the day it was originally published, this time last year.
The latter was updated this morning.
Spot any trends here?
You don't need to spend a fortune on your website, but you do need to spend enough to be able to do the things that matter in order to get sales. Then you need to do these things. Regularly. It's the little things that matter.
Can your website putt? Or is it hitting the ball 300 yards to places where people can't find it?
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