An old business adage adapted for the internet era...

An old boss of mine used to frequently berate the senior managers and directors of the business with the old adage “turnover is for vanity, profit is for sanity.” He used to miss off the next bit which goes...”and cash is king!”.

I often wondered about that. But after all, the business in question had a £500million turnover and was then part of a group that was listed on the FTSE 100. In those circumstances, where the group is swimming in money, working capital isn’t as much of a pressing concern as it is when you run your own business or work in an SME, so the “cash is king” bit was missed off.

Anyway, the thought occurred to me whilst I was looking at Google analytics this morning that the phrase could be reworked for the internet age - and it applies to web traffic. The sentiment remains pretty similar.

I always want to drive more traffic to websites, but is that always a good thing? Would you like a million visitors to your company website per month that then did nothing? Would it be preferable to have less visitors, but gain some sort of tangible response from more of them? And, would it not be best of all if those website visitors then made contact and became paying customers?

So with those questions in mind and an onus on quality instead of quantity, here is our update on the old adage:

“Volume is for vanity, response is for sanity and conversion is king!”

Taking this view, we’ve recently had some great successes with client websites – quickly seeing our clients’ sites pay for themselves and deliver a healthy return on investment. If you’re considering building a website for your business and you want to discuss our approach, give us a call on 01282 878 301.