If You Build It…Your Website Is Not Like Field of Dreams

If you build it...

I frequently hear from professionals with business websites that they just aren’t seeing the value from it. When I ask them why they feel this way the response typically is because they don’t feel they are getting enough traffic to the site or conversions to leads. These comments come from professionals across a variety of industries. The belief they have is that a website is similar to a sign on a building. It’s reminiscent of one of the most memorable lines from the 1989 movie Field of Dreams, “If you build it, he will come.”

Goldilocks and The Search for the Just Right Website

Woman holding a teddy bear up in a field.

It was my husband’s birthday, and I wanted to send him flowers. I tried to send him flowers from a local florist whose designs we both liked and who does high-quality work. I punched in their website address and got “This site is not active.” A search brought up a link to their Facebook page where I dutifully shot off a message of “Are you aware that your website is down?” Their response? “Yes, we know. We are now solely focused on weddings and operate through Facebook.” Well, guess I wasn’t ordering flowers through them. Sadly, this isn’t the first AWOL website I’ve come across, nor is it the first website that I intuitively thought would be available only to find that the business owners use just Facebook.  Even worse, some have no website at all, only mentions in Yelp or Google, leaving it to the public to tell their story.