Most website designers and developers never consider this essential question.

That’s not surprising as they went to design school or tech school, not business school, so they tend to focus on the wrong things – instead of what’s going to convert traffic into paying customers, day in, day out.

Of course you want your site to look great, but not at the cost of it supporting your business. And ,of course, your site needs to be secure and fast, but that alone won’t make you any money.

Modern website marketing is a descendant of old school direct marketing. Interestingly, most of the same timeless principles apply. If you’ve ever noticed a long sales page on a website and if you’ve ever seen a long direct mail letter delivered in an envelope, you’ll know what I mean.

When you trust your business to website people with no proven experience in direct response marketing, you take the risk of ending up with an expensive online brochure that sits there collecting virtual dust.

I can’t begin to tell you how many people have said to me “I wish I had met you before I wasted $10K (or more) on a website that does nothing for my business.”