What Peter Drucker Might Say about Your Website

Buried on page thirty-seven of The Practice of Management Peter Drucker asserted:

• “There is only one valid definition of a business purpose: to create a customer.”
• A business “ . . . has two – and only these two – basic functions: marketing and innovation.”

Originally published in 1954, The Practice of Management was cutting edge, the first real, comprehensive text on management as a discipline.  Accommodating busy readers, Drucker broke his ideas down into concise, intellectually stimulating, digestible bites. Drucker’s achievements are legendary and inspired the likes of Tom Peters of In Search for Excellence fame and Max DePree who eloquently illustrated how Leadership is an Art. And Drucker has inspired us, too.

Near the end of a planning meeting, the bWyse team concluded that:

• A commercial website has the primary purpose: “to create a customer.”
• The function of a webmaster (that’s you) is to innovatively market your business.
• To innovatively market a business a webmaster needs to understand search engine optimization opportunities, methods and the commitment required.

So, what exactly does that mean? Consider the following:

• Thoughtful, relevant content, added over time is the ONLY way to successfully optimize your website.
• The internet is a channel for distributing customers to content they want (information, services, products, not necessarily what they ask for.
• Search engines determine which customers are channeled to your website.
• Keywords are the determinant: a connection between keywords used in a search, keywords embedded in your site’s HTML code and keyword rich content.
• To channel customers to your website it needs to be optimized.
• Keyword-rich content compels search engines to channel customers to your url.
• Target marketing through innovative content builds trust between your business and your customer.
• Compelling calls to action converts trusting customers into buyers.

Now, quiz yourself:

• What is the function of the internet in relation to my business?
• What determines which customers are channeled to your website?
• What compels search engines to deliver more customers to my site?
• What are the keys to converting customers into buyers in a virtual sales environment?
• What is your conversion rate? Hits : sales.
• What action can you take-right-now, with the resources you have available, to increase the return on your investment?

Here are a few suggestions:

• Learn. Learn how to phrase a “call to action.” Ask for the sale. Read Drucker.
• Research the principles of marketing and advertising.
• Differentiate. You are different, your business is different, your values are different. Say why your clients, staff, mission statement, values, return policy, shipping costs et al are different.
• Design. Everything is about design. Don’t believe us? Read Tom Peter’s The Circle of Innovation. He’ll make a believer out of you.
• Inspire. Be the inspiration you seek from others. Tell your customers who you are and why you do what you do. What drives you? What inspires you? What are your company’s goals? Re-read your mission statement. Don’t have a mission statement? Learn to write one and do so.
• Humor. Be funny, even if Statler and Waldorf grumble from the balcony about the quality of your jokes. Humor sells. Don’t believe us? Ask the Gecko.
• Feedback. Ask for feedback on your content. Was what I wrote funny? Is it clear? Can you edit this for me? Would you please proof this for grammar and punctuation errors? Refer to Strunk and White’s The Elements of Style to learn how to tighten up rambling sentences? Read Eats, Shoots and Leaves for an up-to-date grammar lesson.
• About us. Be creative with how you characterize you and your staff. Include staffs’ answer to unexpected questions. Humanize your staff. Use “great” pictures of your staff. Have fun. If your workplace isn’t fun consult Tom Peter’s The Pursuit of WOW!
• History lessons. Does your business have a unique history? Do you have historical characters on staff? Set your business in a context of time, past and present.
• Testimonials. Plant the seeds of trust with testimonials. Post those really thoughtful letters that your brick and mortar customers took the time to write. Post a considerate email.
• Problem. Solve a problem that may arise for your clients before it becomes a problem. If you sell something that does its job really well but it’s a little quirky tell your customers why it’s a great product and what quirk they can expect to experience when they use it. Know your products, their benefits and idiosyncrasies. Write a product review.
• Floss regularly. Floss between the teeth of your site. Remember, it’s the microorganisms (the details) that causes gum disease.

Need help getting started? Call bWyse today - and schedule a meeting over coffee to discuss and explore the possibilities of how you can make your website Work for YOU!

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