It amazes me how often I talk to companies that spend a relatively large sum on their website, but then allow it to just sit there. Sure, the new site may mean you are no longer embarrassed by your website and no longer find yourself making excuses for it. And there is a definite value to that.
But is it actually bringing more business your way? Very often the answer to this is 'no'. Even worse, it frequently leads to a reduction in traffic to your site. Now that's a nasty surprise for the CEO.
Why does they see a reduction in traffic? Well, sometimes SEO is an afterthought.
Maya Angelou is credited with saying
"People will forget what you said. People will forget what you did. But people will never forget how you made them feel".
There are plenty of Irish SMEs out there that are doing brilliant things and have a vibrant culture – but you just would never think it from looking at them. However, because they may be trading quite well, they don't appreciate how much not having a vibrant brand hurts them.
But in terms of that first impression of potential customers, partners and employees - and morale of existing staff - it really does cost them. Even in industries that are not traditionally highly branded, the cost of coming across as 'dowdy' are high.