AskSid

A Pediatrician with a growing practice in Pasadena recently asked me how he could use his website to promote his business.  We began our discussion with questions about his Sales and Marketing strategy and how his website fit into his strategy.  I explained that websites several years ago were more informational and were used at best as electronic brochures.  You’ll know if your website falls into this category because your focus is to drive/push traffic to your website by printing your website address on your business cards, advertisements or any marketing materials you have distributed. 

Today, saavy business owners have transformed their websites to take advantage of Search Engine Optimization (SEO) or Paid Advertising where the strategy is to attract potential customers using a pull strategy via a Search result.  An example of this is to use the Search engine Google to look for a Pediatrician in your local area.  An example of the keywords typed into the Google search box is, “pediatrician pasadena”.  The goal for the saavy business owner would be to come up on the first page of the search results in both the free and paid advertising section of the search results page. 

You can make a quick evaluation of your current website to tell you if you have a push or pull strategy incorporated in your website design.  Look at the very top line of your website which is usually in blue.  If you have your website name there then you have a push strategy where you’re driving people to your website.  If you have keywords there like, “pediatrician pasadena” then your website is more likely designed for a pull strategy.  Obviously, I’m over simplifying things here but my point is very important because if you’re only following a push strategy then you may be losing out on many potential customers.

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Sid Kato
President and CEO
Array Systems - Torrance Network Consultants

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