Return on Intention

Getting results online does not come from any silver bullet or killer ap. The way to get real sucess (the kind you can measure) is by system creation. 

Any business initiative requires a cyclical process of planning, executing and analyzing, and the web is no exception. I have been hearing from a lot of business owners lately their disappointment with the web as a business tool. After further examination, its no surprise. Some web developer convinced them that a website would solve all their problems and give them the moon. The business owner or executive hires the web developer, they plan and launch the site. Then the web developer walks away and the business owner waits for the world to change. Is there any wonder that they are disappointed?

The web requires the same cyclical process than any other business effort requires. The launch of a website is not the end of the journey, but the beginning. Just like other initiatives a companies web strategy needs to be tested, measured and analyzed and then changed based on the insights that were gained. Then the process repeats. Every successful web property has gone through these steps, every one of them. Its the only way to ensure success. Your website is no different. The secret to getting online results is not some software you install on your server, or even a clever advertising technique. Its trial and error. Its fail fast and fix faster, and that requires a budget, a goal and attention. Just like there are no shortcuts in business, there are no short cuts on the web.