A quick fix, like a few AdWords, is terrific. For winning fast sales leads it’s like a shot in the arm.

But if you think the competition is going to let you get away with winning all the hot sales leads for evermore then you’re in for a surprise!

While it’s important to gain that precious First Mover Advantage and get ahead, you know that sooner or later your competitors will discover what you’re up to and retaliate accordingly. The web is not a place where you can keep secrets, and they want the sales leads too!

So more than ever, it becomes crucial that you plan ahead to stay ahead in the sales leads game - right from Day One.

Failure to do this will only bring short term advantage.

9 months from now you’ll have to start all over again.

Only in 9 months it’ll be more expensive and more complex, as it’ll be you reacting to your competitor’s initiatives, and not the other way round!

If you want to understand the web then consider the following phrase. It’ll reward you many times over.

A website is a like a garden

This is a truism based on winning experience.

Your website, just like a garden, must be attended to regularly in lots of small ways, and occasionally in big ways. With The Garden Approach you accept in advance that you need to go the distance - unlike your competitors.

There are no short cuts with The Garden Approach. You either do the work that’s required or you don’t.

So what does The Garden Approach mean in practice and how does it work for Lead Sustainability?

· New inbound links to acquire. This is a high priority as it directly affects your Google ranking and the sales leads they send to you.

· New case studies or pages to develop to capture more user searches or pay per clicks.

· Important minor keywords to optimise, again capturing more searches or pay per clicks, and producing more sales leads.

· Company news to post. Regular news keeps Google coming back so you get spidered more frequently.

· Dead pages to prune or revive.

· Page layouts to analyse and change - to make them more engaging and more compelling to visitors.

· New pages to create, offering more and better content for prospects and Google, and creating new opportunities for sales leads.

· Plan a new animation or an online tool, such as a calculator, to convert more visitors to leads

· Refine AdWords copy to get more clicks for less money, ie, cheaper sales leads

• We hold Weekly Making a Difference meetings to ensure hot sales leads keep coming in

Regular site monitoring and ongoing development

Everything about your site is measured. And as we know, that which can be measured can be improved.

Once a month we meet with you to go over all the key site statistics and initiatives.

We learn how customers behave on your site, and so we plan ahead based on their preferred behaviour. Likewise we discover hidden obstacles to success, or hidden dead zones.

Each month:

· We show you the results we’ve achieved for you

· We suggest the next steps for sustaining sales leads

· We invite your comment and plan with you to achieve your aims

In all of these steps, we work as closely with you as you require

You’re also provided with online site statistics with reports on-demand, so you can keep abreast of the effectiveness of your plans.

=>We stay informed together. We develop plans together - every month

Next - Sales Leads and a Centre of Excellence

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