When I visit a business web site, within seconds, I can tell who created the site. If it is not done by the company intern, it is usually done by one of three people – a programmer, a graphic artist, or a social marketer. What clues me in to who created the site? Well…

Programmers code.

Graphic artists design.

Social marketers create relationships.

Your website is a reflection of how the person was trained, creating it through their lens of the world. The programmer is most concerned with what’s sitting behind the interface. A graphic artist is concerned with the look and feel, making a brochure. The social marketer is focused on making a relationship with your visitors. Who knows what the intern is thinking about.

No call to action = no business. Simple as that.

Over and over again, I see slick web sites that have no way to create relationships with visitors. Take a look at your web site. How many calls to action are embedded on the home page? If you don’t have multiple options for a visitor to interact with you, it’s better to just use social media to market.

Social Marketing Tip: Use the Chrome browser to track activity on your web site. Download the Page Analytics extension, connect it to your Google Analytics account. It’s like a scorecard for your web pages. Pop it open on the top or bottom of your web pages. It will show you exactly how your visitors interact with your web site.