Titles tell you what people do and they tell you what people don’t do.

For instance, the title web developer tells you that the person develops applications for the web, most commonly web sites. Many companies employ them or contract with them to develop a web site. And they successfully develop a web site. The web developer goes on to the next web site. Then what?

What if there was someone with the title “brochure developer?” Would any company develop a brochure without a plan to get that brochure in the hands of potential buyers? In a word, NO. Yet that’s what many companies do with their web sites. They expect some magical thing to happen where people will find their site in droves and then love their company forever.

Oh, but web developers put in Metatags so that search engines can find you. That is great and very beneficial that is if anybody is searching for your widget. Check out search word volume sometime on the more mundane products and see how little they are searched.

The truth is that if your web site is important to your business success, you need an interactive plan that will drive, lure, and entice visitors to your web site. And while we love them, that’s what web developers seldom do.

If your web site is really important to your success, or could be, put it in the middle of your marketing plan. Wrap interactive activities around it. Wrap old school marketing activities around it. That’s how you develop business.