Why Should I Visit Your Website, Stay On It, or Buy From You?

Author : , Date : July 8, 2014

whyMany of your website visitors are asking themselves “why should I visit on your website or buy from you?”

Growing your business through the internet is a daunting task full of challenges and complexities. It requires vision, strategy, and implementation if you really want to be successful.

In 1630, the future Governor of Massachusetts, John Winthrop, offered a vision for the future of a new world as he and hundreds of Puritans sailed to the new world from England. His clear vision:  “We shall be as a city upon a hill, the eyes of all people are upon us.

In no other time in history can your business be a city upon a hill for all to see like it can be today. Through the Internet, you not only have access to people in your own community, county, and state; but also the entire world.

But why should someone buy you or advance your business through commerce if you have no vision of your company or of them as your customers?

Your vision is wrapped up in knowing the problems you solve for your customers, who those customers specifically are and how your products and services solve their problems.

How Does This Apply to My Website or Social Media Strategy?

In all likelyhood, you went into business because either you felt you could do it better, wanted more freedom, or you just had a great idea that excited you?

Customers can resonate with that, but that is not why they buy. Customers buy because the feel they know, like and trust you. That sounds really good, right?

But what does that mean?

It means they have to resonate with how you help them meet a real or perceived problem, need or want. It means that you have a belief and passion in what you offer; and it means you can articulate why they should get it from you in a world competing on price with limited resources when you want to be the one they go to but you don’t want to be the cheapest.

There are four main components to you identifying your company’s future and how you will get there.

 

Lee Iococca Offers Vision, Strategy, Goals, and Objectives and So Can You!

 

On November 2, 1978, less than four months after he was fired from Ford, Lee Iacocca joined Chrysler as it’s CEO on the very same day that the company posted a third-quarter loss of more than $155 million, adding to an already enormous deficit.

Iococca immediately sprung into action, firing 33 of Chrysler’s 35 vice presidents. In the summer of 1979, Iacocca had already begun building his team and addressing the company’s most pressing problems, including too much inventory and too little emphasis on quality control, resulting in huge warranty costs.

Also a contributor to Chrysler’s woes, Iacocca decided, was what Iacocca considered to be uninspired marketing campaigns. They offered $50 to customers who test-drove a Chrysler, then bought a similar vehicle from the competition. And they offered a money-back guarantee — buy a Chrysler, drive it for 30 days, and if you didn’t like it, bring it back for a refund.

In the late 70’s and early 80’s the economy was bad and there wasn’t anything Iococca could personally do to solve that problem. People felt like they couldn’t afford a new car and so they held off buying one. This almost put Chrysler out of busienss except for Ioccoca’s vision, strategy, goals, and objectives.

Let’s look at what Iococca did and how it applies to you:

 

Vision

 

Everything starts and ends with a vision. Are you visionary? If not, then you’re not paying attention to reality, reading, studying or listening to what your engaged audience is telling you.

Iococca had a clear vision – turn -$155 million into a profit.

Your short term vision may be to make more money this year than last year. Or, you may need several visions in order to grow your company.

Have you given thought to where your company will be next year, in two years, or longer? What does it look like?

 

Strategy

 

Iococca knew he had a major problem, and it was predominantly marketing. What a genius concept to offer money to test drive his cars which he believed in and was passionate about; and then to buy the competitors car and pay people to drive it as well.

If your strategy is to use the internet to grow your business, how will you do that?

 

  • Blogging and Content Marketing?
  • Video?
  • Social Media?

 

Do you have a strategy to reach your audience and as a part of that strategy have you tightly defined your audience?

 

Goals

 

Goals are always achievable and measurable. You either hit them or you don’t.

Ioccoca’s goals were clear;  keep Chrysler out of bankruptcy (GM was forced to take that route) with a short repayment plan. ( In fact he paid off the entire loan if $813,487,500.)

If your goal is to increase your audience, how big specifically will you grow it to? You must define a goal and make it big, and go for it!

 

Objectives

 

What are the tasks that are going to be required to achieve the goals? Those are tasks. You know them well. You are probably adept at using them but you’ve never had real intention behind them.

In Ioccoca’s situation, he specifically:

 

  • Acquire a government loan
  • Reduce his salary to $1
  • Cut production of specific vehicles that did not meet sales demands
  • Let go of employee’s that were not contributing to the company
  • Increased marketing and brand awareness
  • Increased efficiency in production and sales

 

What do you have to do to meet your goals? If you want to increase your online audience are you willing to:

 

  • Write “x” number of articles per week or month?
  • Share on social media and engage in social media groups with others and their content
  • Spend the time necessary marketing and promoting your articles
  • What objectives or tasks will you have to put in place to fulfill your goals?

 

These are just some ideas to get you thinking and I hope I’ve done that?

 

Conclusion

 

There it is… in order for you to be successful online, or anywhere for that matter you must have:

 

  • Vision
  • Strategy
  • Goals
  • Objectives

 

You may have many different visions from increasing revenue to introducing new products or services; or solving one of your own problems.

Here is what I know to be true: Everything you do starts with solving a problem for your customers. You just have to figure out what those problems are and how you’re going to solve them. If you do that, it sure makes defining these four things much simpler.

 

Do you want to be able to have a vision, strategy, goals, and objectives that help your company? Many don’t know how or are too close to their company to see it themselves. That’s why big companies hire consultants to help them in this area. If you would like to consider an affordable way to get the help you need to take your company to the next level, we would love to work with you as a consultant or coach to put these things in place and help you grow your company by helping you:

 

  • Realize the real problems you solve for your customers
  • Learn your vision to help them solve it
  • Define your goals
  • Create objectives to help you get there

 

You can be a light on a hill, a bright and shining place online that exists to help others achieve their goals and dreams through your company if you will take the time to learn why you are different and why your prospects and customers need you. You just have to do the foundational work so that they understand why.

 

If you have a question, comment or idea I would love to hear from you. Please leave it below in the comments section and I look forward to engaging with you!

 

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Don Purdum

Don Purdum

Don works with businesses to help them discover who their customers are and what business they are "really" in. He is an award-winning blogger and branding / marketing consultant.
Don Purdum
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154 thoughts on “Why Should I Visit Your Website, Stay On It, or Buy From You?

  1. Excellent advice Don!

    You really lay out the four foundational pillars in a really concise and easily digestible way!

    And after reading this excellent post twice your message of clarity and the straightness of it, really helps get your mind around articulating the how and why your target market will benefit, as a direct result of the products and and services we offer and provide!

    Thank you for delivering such a important, easy to understand and so terribly important message!

    1. Hi Mark,

      Clairity is the benchmark of success, is it not? I love this simple formula:

      Clarity + Focus = Execution

      If you get really clear then you can focus. When you can do both you can execute and succeed.

      Again, I really appreciate you kindness and your advice!

      ~ Don

  2. Very interesting topic in this article.

    Lots of points with lots of support in here.

    And then all of this was tied together amazingly with a conclusion.

    I do agree with you about our goals needing to be realistic and achievable.

    I also agree with you about vision as well.

    In fact, I agree with you on everything in this article.

    Amazing job on this article man. Keep the good work coming!

    – Cracers

    I found this post shared on Kingged.com

    1. Hi King Cracers,

      Thank you for the awesome comment. I appreciate the encouragement. For some reason I didn’t see your comment and I apologize for not responding sooner. It’s not the norm!!!!

      We really do have to work hard to give people a reason to buy from us. We live a world where competition is coming at us from everywhere and standing out is harder and harder to do.

      My blog yesterday really dealt with that: Cut Through the Noise, Nonsense and Crap – http://www.unveiltheweb.com/articles/cut-through-noise-nonsense-and-crap/

      I hope you’ll check it out. And, I’ll definitely reply significantly sooner.

      I hope you have an amazing weekend!!!

      ~ Don

    1. Hi Mary Jane,

      Thanks for the kind words. Even though you’re not offering a service or product, you still want readers and the principles still apply; as does the question…

      Thanks for stopping by and I hope to see you again soon.

      ~ Don

  3. You’re right. A vision is important. And planning. Always thinking ahead 🙂 Awesome points. Another great post!

    1. Hi Kristen,

      Thank you for the kind words. A business without a vision turns either into a hobby or a failure. That doesn’t have to be bad, unless it was not your original goal which for most it’s not.

      Thanks for stopping by. Hope to see you again soon!

      ~ Don

  4. Great advice! Being able to visualize where you want to be in your business is very important but you must also be able to set goals and reach for them! If you don’t believe in what you do, how can you expect someone to believe in what you do?

    1. Hi Marielle,

      Bingo!!! If you don’t believe in you enough to create plan through a vision, strategy, goals and objectives; then very few are going to believe enough in you either. One of the things that separates one competitor to another is when:

      * You know who you are
      * You know what problems you solve
      * You know who you solve the problems for
      * You can articulate that and solve their problems
      * You have something to offer them at a price they are willing to pay

      If I don’t believe in your company for any reason; I’m not buying.

      Thanks for sharing Marielle, you gave me some inspiration!

      Sincerely,
      Don

  5. Great tips and advice! Lot of folks either think creating a site is simple or they have no clue about creating a place for folks to come back.

    1. Hi April,

      Creating is hard!!! That’s why so few know who they are or what problems they “really” solve and cannot articulate it or have a vision to deliver and solve those problems. It’s just too easy to sell, sell, sell and not make much money in the process.

      Costco is a great example – great company, great vision, meets my needs!

  6. Great information! I like how clear and conscise you are and how well you explain all the steps to take!

  7. I find it hard to expand my business online. I have no idea if the people I am trying to reach is reading my ads. I have to work harder on promoting it or improve my strategy

  8. Great information. I do believe you have to have a vision but not one that you know you can’t achieve. Thanks for sharing.

  9. I second the motion with the comment below. It’s easy to create a business but maintaining it and making it successful is very hard. It takes a lot of time, money and experience in the field.

    1. Hi Michelle,

      Thank you. It is an absolute truth. And once you’ve learned what the “real” problems are that you solve for people and businesses, you can build a strategy, goals, and objectives around doing that.

      Thanks for sharing!
      ~ Don

  10. It is so much easier now for a business then it was in the past. But with the internet I think so many companies still think social media will take care of itself and that the customers will just come. I need to know that a business cares and puts in a little effort because there are so many out there that do

    1. Hi Sharon,

      WOW! You nailed it. I talk to businesses all the time who think they are doing great until you ask them how much engagement they have? How many relationships have you developed with key influencers? How many sales have happened as a result? Then, they realize they are not doing so well and that it takes vision, strategy, goals, objectives, and work if that is to happen.

      Thanks for sharing!
      ~ Don

  11. Oh I agree Everything starts with a vision.Keeping your goals not to far and easy to reach. One step at a time! Working great for me.

    1. Hi Rubie Anne,

      Yes, goals are critical. Everything works together holistically and if one is missing none of it translates into engagement, good content marketing, and sales.

  12. Oh my I feel as if you’ve been on Tangent. What’s Really Going ON? Great post regardless of why you Really wrote it, LOL

    1. Hi Sheree,

      No tangent, lol… It’s my passion to help businesses succeed and way to many are not because they are not willing to do the work. I’m trying to show them, lead them, help them understand that they can do it and that good marketing does work. But, it doesn’t happen by chance, luck, good fortune… It happens by having a vision, strategy, goals, and objectives and an understanding that you solve problems; not sell stuff.

      I appreciate your comment!
      ~ Don

  13. I like how you asked users what they are willing to do to promote their brand or message. Writing x blogs per month? Very systemic approach, which is very needed in getting out there because there are so many blogs on the internet.

    1. Hi Boontarika,

      Thank you! Having a measurable, defined goal is so important. Without it you have nothing to measure it against or hold yourself accountable to.

      Thanks for sharing,
      ~ Don

  14. Hey Don, it is always so hard to let people in and know you. I find myself writing very clinically. I read this the other day, and am still thinking about it. Thanks.

    1. You are so right, it is really hard. But, it’s also really important to just be ourselves and who we are and give people small insights into ourselves. People buy people or they buy an experience once they decide they are going to by something, unless they are buying on price. Not sure about you, but I don’t want to be in a position to be sold on price.

      Thanks so much for commenting!
      ~ Don

  15. it is a big challenge facing alot of small businesses today. While I am “just another blogger” I want to expand and grow. These are tips that are useful everyone. Making attainable goals is so important!

  16. My blog is my business, I try to make myself different by using the gifts I have been given. Trying to be creative. It is hard to stand out and it doesn’t always happen.

    1. I completely understand. It’s hard competing with millions upon millions of blogs and websites. The key is to create a strategy, identify where your audience is at, and then talk to them there. It will make a difference as you gain traction!

  17. You’ve said it right, Don! 🙂

    I agree with you that vision, strategy and effective implementation are indeed needed in order to be successful in growing your business online.

    Your points are right, Don. Your starting point would be the stage of solving certain problems for your customers. You just need to identify what to solve and how to solve them. And as what you’ve said, if you do these things, it sure makes defining what are your visions, your strategies, your goals and your objectives.

    Thanks for this post! I’ve indeed learned a lot. 🙂

    -Pauleen

    P.S. I’ve found this post shared on Kingged.com and leave the same comment there.

    1. Thank you Pauleen for commenting and for your insights. No question, it makes it easier. Like I said below, too many are just jumping in and selling without knowing what they really sell and who will buy it. And then they wonder why their business is struggling.

      I know because I have been there and done that. It took time to figure it out and go back to all I’ve learned and done in the past in various leaderships roles to pull it all together.

      Thanks again,
      Don

  18. Wonderful points Don! Having clarity (vision) of what we want to be is a highly crucial thing, especially while one starts off. Skipping this bit is a deadly mistake since a lot of time, energy and money will be wasted if we work on our business without a proper vision.

    And objectives help us stick to our goals and actually progress towards it. Without objectives we might simply have a goal but we won’t be doing anything to move forward. And to me, objectives (often) remind me of what I am onto and that kind of reminder is a fuel to better work.

    A business without these qualities will surely struggle to get customers (and keep them).

    Thanks for sharing your thoughts Don.

    1. Thank you Jane for the great summary! I couldn’t say it better, so I’m going to say what you said…

      I think when these things are missing, combined with the fact that it starts with what problems do you solve and who do you solve them for; bad things happen to good businesses. It really is foundational to a successful business but too many are just jumping in and selling without knowing what they really sell and who will buy it.

      I appreciate you and your comment!

      ~ Don

  19. Depends on what someone is selling and what their prices is. My “business” to say is more affordable than others, that’s why I have people coming back. I don’t pull out all these bells and whistles either.

    1. Hi Natalie! I’m sure we agree that it doesn’t matter your business… you should have or be defining over time your vision, putting in a strategy, defining measurable goals, and creating objectives (ie tasks) to fulfill the goals?

      Thanks for commenting!

      ~ Don

  20. I remember when I started blogging, I kinda created small goals in my head to achieve. Once I achieved that goal, I would set a new one. I didn’t have the skills that I needed when I first started, I had to learn a whole new skill set. I had a general idea about social media, I have loved it from day one. My biggest goal is to eventually make more income with my blog. It has been a slow process but as a non-writer in the beginning, I never imagined being where I am today.

    Don’t let other stop you from living the dream. It takes work, dedications, goals, and determination. If you fail, get back up and try something else.

  21. Love the vision aspect. Every business needs to have a clear vision to know where they are going, and how to make decisions (based upon that vision). Seth Godin says to solve your customers problems too. <3

  22. You are dead on about the importance of vision. If you don’t have a conception about not only where you want to go, but the means to get there, then you can’t act with full confidence and are hedging your success on luck.

  23. I must have been reading a lot as the “because they know, like and trust you” answer was automatic as I read your title. 🙂 I have vision and goals clear. It´s the strategy part that sometimes gets muddled.

  24. One of my husband’s most beloved favorite books is about Lee Iococca. Your post is very informative, and inspiring too.

  25. I have a blog which is essentially for book reviews-at least for now, with lots of giveaways thrown in. I do have a website whichhas gone no where but as of today I am going to get it going again!

  26. You have to set yourself apart somehow. There is such a low barrier to entry for blogs that unless you’re offering something special, you don’t give the reader a reason to return.

  27. I don’t try to make any money on my blog. I get lots of requests from people wanting to pay me for posts… but I decided a long time ago not to be a business. I just do reviews of things I can use…. that’s it. It is kind of a fun thing for me.

  28. thanks for this advice. I am working hard- trying to make my site more appealing. You’re right. It’s hard to set yourself from others.

    1. Hi Kristen,

      Isn’t that the truth! Everyone needs a different perspective now and then so they can see the reality from the fiction they tell themselves.

      Thanks for sharing.

      ~ Don

  29. Always look forward to your blog posts because they are clear and concise. Love the concrete examples as they enable me to see relevance to my marketing, stategy, product. Struggled in past with my vision & how could jewelry solve a womens problem. But over time, reading your info, it is getting clearer. My vision is to have 100 new women wearing an EarthandMoonDesign necklace by Jan1, 2015.

    1. That is a GREAT vision Roslyn! Now, how are you going to do that?

      That’s where strategy, goals, and objectives come into play. I do hope you’ll share?

      Thanks for commenting.

      ~ Don

  30. All wonderful points. It is hard and time consuming and even then there is no guarantee for success.

  31. Hey Don,

    Lee IacoccaLee Iacocca was a very smart man. I still find it amazing that he was fired from Ford yet really made a name for Chrysler. He definitely had a vision to take the company to the top so this is definitely a perfect example of how we need to do the same for our own business.

    I know when I was starting I was all over the place because I wasn’t satisfied with where I was. I didn’t have a vision because I couldn’t see past next week. It’s a process but one that we all need to conquer and I don’t doubt that you can really help others if they need help in this area as well.

    Love the comparison, great job so thanks for sharing this with us. I mean how can people not get this right!

    By the way, the video you have in the post has been removed by the owner so it’s no longer available. One other thing I keep forgetting to tell you is that your Twitter social button had the @sharethis instead of your Twitter ID still. You might want to look at both of those. 😉

    Have a great evening Don.

    ~Adrienne

    Lee Iacocca
    Lee Iacocca
    Lee Iacocca

    1. Hi Adrienne,

      It is really a fascinating study in leadership, vision, strategy, goals and objectives. We can all learn from what he accomplished.

      I think many are where you have been! Unfortunately, they don’t know what they don’t know and I hope that someone will be there to stand in that gap to help them learn the leadership and business skills they need in order to be successful. It’s my personal vision to help improve businesses and people’s lives. If articles like this are a first step down that road, then I’m excited and extremely happy about it.

      Thank you so much for sharing Adrienne for sharing.

      P.S. I initially uploaded the video on the wrong account and removed it, and then forgot to update it here. OOPS… It’s been updated. Thank you for making me aware.

  32. Great post. One definitely needs to have these objectives in mind when creating their online business. Being clear in what you want to accomplish is key in being successful. Have a strategy and set goals that are attainable. Celebrate your successes along the way and be willing to learn and grow from mistakes. Becoming an expert in your niche takes time and hard work so make your plans accordingly.

    1. Hi Meryl,

      Thank you for bringing up the importance of celebrating!!! That is so key and so many do not do that. A success is a success, and you know it because you had a vision, strategy, measurable goals, and fulfilled objectives or tasks that you have evidence of.

      Now – go CELEBRATE!

      ~ Don

  33. I thought this was interesting to read, it’s sounds easy to be an successful business either online or not but to actually do is very different. We have to push ourselves to achieve what we want to achieve and not settle for just barely surviving in business.

    1. Hi Kingphoo,

      Doing it is a very, very, very different thing. It requires failures, experience, and several intangibles to learn how to see what is happening, pivot, adjust, or correct.

      Thanks for sharing.

      ~ Don

  34. Pretty good wrap up of what is required to convert. Thanks for sharing your advice on creating a successful internet business.

    1. Hi Racael,

      Thanks for commenting. Please keep in mind, these are not just internet business related tips, they affect your entire business.

      I appreciate your comment.

      ~Don

  35. I have the Vision, written down goals, strategy though may not be polished as I’m still learning everything and the objectives so I guess, I’m in the right track. Need a mentor to implement the strategies and polish it, though. Thanks for the reminder. 🙂

    1. Hi Rochefel,

      Having a mentor is extremely important. You have no idea what you don’t know. That includes having several visions, multiple strategies for each vision, multiple and achievable goals, and the objectives (or tasks) to fulfill those goals.

      If you need help, I offer a very affordable coaching program that can help you! Let me know.

      ~Don

  36. We are still in the phase of blogging for the love of it we dont actually make money from it but it’s fun to share what we love or not

  37. Wow – lots of information! I agree with TouristMeetsTraveler’s comment. So true. Your blog keeps me focused on the right steps, though. Thanks!

  38. This is very interesting. I love the comparison to Lee Iococca. Every day I add products to our new website I remember the sage advice you are giving us. Thank you.

  39. Sticking to a business, even during the hard times, is the toughest part of owning a business. These are great goals and points you have listed. It would be nice to see the video.

    1. Hi Brandi,
      Thanks for commenting. I appreciate your perspective and couldn’t agree with you more!!!! It is hard. But, knowing yourself, your vision, and having a plan (strategy, goals, and objectives) to fulfill it are the key to short and long-term success.

      I did update the video, so I hope you’ll stop back by to see it.

      Thanks,
      Don

  40. I’ve been in business for myself for over 3 years and have found this to be very true. You definitely need vision, strategy, goals, objectives.

  41. Very good tips and information. I agree it all has to start and end with a vision. This applies to business and life. Thanks for sharing.

  42. Hi Don,
    The case study of Lee Iococca and how he revived Chrysler Motors is exciting. One cannot expect anything more from a man who employed Vision, Strategies, Goals, and Objectives to to take a company to another level.

    For any Vision, Strategies, Goals, and Objectives to work in business, the needs of the customers must be the focal point. Every steps and actions should be geared towards solving problems for the website’s target audience.

    Nevertheless, the Lee Iococca’s story is inspiring. Website entrepreneurs should readily learn a lot from this story!

    I have shared this comment in kingged.com where this post was found and “kingged” for its value to Internet marketers.

    Sunday – kingged.com contributor

    http://kingged.com/visit-website-stay-buy/

    1. Hi Sunday,

      Thanks for dropping by again! Great comment, we should not lose sight of the fact that it’s not about us, it’s all about them!!! He got that and was even willing to take the risk by cutting his salary to $1.

      The real question is how many of us do the foundational work of vision, strategy, goals and objectives. I would be for the small business owner it’s less than 10% of us. Yet, it would prevent the majority of problems and guide us through the ones we experience.

      Thanks again for sharing Sunday!

  43. Anyone can create a business, website blah blah blah…you gotta know your customers and you gotta be passionate 🙂 Great post

    1. Excellent perspective Sharon. I can’t tell you how many businesses don’t have a clue what business they are “really” in or how their business helps solve someones problem. Being in business isn’t about solving your problem, it’s about solving “their” problem. Thanks for sharing.

    1. Yes we can Liz, because there will come a time for each of us inside our own businesses that we will have to go through a similar experience. There is no immunity.

    1. You are right Jaime. It’s hard work, much of which the online “experts” have not done themselves. I know some hit it just right and happened to be in the right place at the right time. Luck plays a role… but it shouldn’t be counted on. Thanks for sharing!

  44. Vision is so important. I am currently rebuilding my site and narrowing my focus and vision. Thanks for sharing your post.

  45. The eternal question that is so difficult to answer! Thank you for the great advice – your tips are always great!

  46. I read Lee’s book…..but as GM has shown,no matter what creative ideas you can have….if government red tape clutters your way,its very hard to get anything done.

    1. That’s true… but GM hasn’t learned their lessons from the 70’s and 80’s and I’m not sure their leadership is forward thinking enough in their marketing. Just a thought… Thanks for commenting Paladin!

  47. Creating a business on the internet is easy, creating a successful business on the internet is hard.

  48. This is a great post. I definitely agree that goals need to be attainable and realistic- while you can have a pie-in-the-sky goal, it is good to be realistic about what you can achieve. Thanks for sharing.

  49. In today’s age of internet, I feel it’s all about making a name and building the brand through promotion. It’s the best time I feel to start something online and the post sheds light in an interesting way:)

    1. I agree Vishal. It’s an exciting time to start an adventure and if you enjoy networking and meeting new people, it’s an AMAZING time to be online. Great comment. Thanks!

  50. So true — it’s the question of WIIFM (What’s In It For Me?) If your website meets a need for a visitor, they will see you as useful and helpful – and come back again.

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