The SMB Problem: Lack of Access To "On-Demand" Information
For a variety of reasons, SMBs don't have access to the kind of information that helps them win on the web. The reasons are usually not enough time or money. Other times it's motivation - not being fully convinced of the web's magnifying potential. Sometimes we just don't know that we don't know.

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What You Don't Know Isn't Hurting You, It's Killing You!

Let's be clear. If web visitors fail to respond to a call-to-action, it's because your website has failed, PERIOD. The site failed to craft a persuasive argument, failed to build trust and credibility, failed to answer user questions, failed to sufficiently prove the gain for taking the action.

Consider these facts:

• Forrester Research found that 94% of SMB websites are under-performing,
• Failure rates of various user experience issues retard web results,
• On average, over 75% of visitors remain on websites less then 30 seconds,
• The average website experiences a conversion rate of only about 2%,
• The most successful sites convert over ten times that amount.

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1. Do You Know What's In The Knowledge Gap?

The gap between your website's current and desired financial results is an information gap. That gap is filled with just what you'd expect:


1. Information not acquired,
2. Knowledge yet to be attained, and
3. Web Best Practices and Quality Standards not yet implemented.

2. SMBs Not Reaching Threshold Levels of Web Know-How

Here's the problem. Information has not been easy to acquire and even more difficult to turn into business action. It's expensive, time consuming and complex — making it nearly impossible for you to get your arms around it.

3. You Can Get A Lot Wrong and Still Win!

Here's the good news! You can get a lot wrong on the web and still be successful. But today's sophisticated users demand your site meet at least a certain minimum threshold level of best practices and quality standards. If you're not meeting your goals, lay the blame squarely on your information gap.

4. Executives and Web Managers Get The Threshold Met:

When it comes to the web, you can forget the laws of proportionality. Small web factors have very large effects. But you need the right information at the right time smartly applied.

Make sure you, in strategic terms, and your web team, in tactical terms, are trained, educated and informed on optimizing websites. Give your people information, and you give them power.

5. Web Designers and Developers Keep Yourselves Up To Speed

Your job isn't easy. You need larger web budgets that aren't forthcoming because of insufficient financial returns. It's a catch-22. Gain access to website optimization information and maintain your skills. Use that new information to increase returns and watch the budgets grow.