Once upon a time there was a company.  It wasn’t very well known, it’s product wasn’t much in demand but it had a wonderful website.  If you searched for its product, the company was at the top of its category.  Sadly, few people searched for the product.  The company bought Google ad words, but sadly, few people searched for those words. There was less traffic on this website than a side street in a town of 100 at 3 a.m. on a snowy February night.

The president of the company called a meeting.  At the meeting, he announced that the website isn’t working.  “Our sales aren’t any better than before we had a website.  Who created this failure?”  The conference room fell silent as every face in the room turned to the Director of Marketing who sheepishly replied, “With all due respect, you did when you cut the marketing budget.”

Producing a wonderful website and doing nothing to invite people to visit is kind of like printing a great brochure and never handing it out.  Building a better website isn’t the answer.  Making it the center of an integrated campaign is.