Think of your website in terms of a key employment position

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The sales cycle is broken at these companies, because the owners fail to acknowledge the Internet’s role in modern purchasing decisions. If a website fails, a company’s sales plan fails too.

The web design industry is broken, but that doesn’t mean you have to buy another one of its empty-shell websites. Business owners who price-shop based on design quality often fail to see the bigger picture. Think of your website in terms of a key employment position. You don’t hire candidates for a key position based on their looks and the lowest salary they will accept. You plan, interview, reference check, ask the right questions, and pay a competitive rate for the best talent.

We have intentionally avoided using technical SEO language in this book and have instead focused on the assets, tools, and tactics that any business owner or web designer can use to drastically improve her organic search engine ranking potential. For an advanced, highly technical resource on search engine optimization, we highly recommend The Art of SEO by Eric Enge, Stephan Spencer, and Jessie C. Stricchiola. This 1,000-page textbook is a resource that every web designer and marketer should keep handy for reference.

Your website is a key asset, and it needs to be treated as an investment. It is not just another cost of doing business. By avoiding the pitfalls of the web design industry and investing in a professionally designed and optimized website, you will leapfrog past competitors stuck in the design trap.

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