I often have the chicken or the egg discussion with clients about their web site when first meeting and especially when discussing where to invest their budgets. Do we put our money into marketing and search optimization to drive traffic? Or do we invest in creating a great site that converts more visitors into prospects and sales?
Here’s the problem when you have a strict budget: if you invest in traffic, but the destination you send people to turns them away, well, that is a waste of money. On the other hand, if you develop a great site and invest in optimizing your percentage of conversions, but don’t get much traffic… well, you get the point.
The first thing to do is realize that it is a process. Improve your site, promote and drive traffic – then use that traffic data to make more changes to increase conversion. On and on.
Since your site is an evolution towards more sales, don’t swallow too much in design right away if you have a limited budget. Instead, do what is most important to ensure you aren’t turning away all your visitors, then focus on some low cost ways to drive traffic, and of course, most importantly – have that next step or two already planned out.