April 7th, 2010 by Mike

Many internet site owners think that, since they’re running a virtual concern, technology has all the answers. They rely on search engine optimization services and software tools to get their sites working for them. Certainly, using a good SEO company will reap dividends, but some sites still fail to thrive. So what is the secret to success in internet commerce?

The answer is the owner. No matter how brilliant the SEO company that they’ve used, if the site doesn’t have a committed owner at the helm – one who is passionate and knowledgeable about their products – it won’t be a success. In this respect, it’s no different to a “bricks-and-mortar” company.

People make the mistake of thinking that all a site needs are some good link building strategies and a bit of tender loving PPC to be a success. They forget that those buying the products aren’t search bots but human beings. A site needs a dedicated owner, not someone who is content to let it run itself on autopilot.

No-one can say if a site will be a success or not, but they can certainly give it a good chance if they realise that an internet business is every bit as challenging as running a high street store. E-Commerce is challenging and complex. Site owners often run their e-Commerce concerns alongside regular jobs, with minimal capital outlay. They give themselves poorly defined roles within their own companies; not a good position for a CEO to be in. Because that is what an internet commerce owner is, a CEO.

If you don’t give yourself a definitive role within the company, you will lose focus. You can end up wandering into unrelated areas and making mistakes. Many site owners end up depressed and anxious, when all they really need to do is polish off outstanding orders, and shut the site down for a week or so while they have a rethink. They may lose a few disgruntled customers, but they’ll gain far more by the fresh link building strategies and business plans they reopen the site with.

To be a success, a site needs to have a clear vision. This should be discussed between the stakeholders, if it is a limited company. If the site is being run under sole trader status, think of the future. Do you intend to keep it scaled down, or do you intend to become a limited company in the future? Whatever you decide, you need to start planning ahead now.

Often, the best thing for a failing site is a complete rebuild. In this case, involve the web design team so they can help shape your vision. It’s a lot easier for them if they know exactly what you are expecting to gain from your site.

Look very carefully at your site content. Do the internal links work? Are there things you should be thinking of implementing, such as social media marketing or SEO link building strategies? These are all areas a good search engine optimization company can help you with, so even if you’re running the site single-handed, you’re not alone.

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