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miercuri, 8 februarie 2012

Is your website as useless as a chocolate teapot?

Is your website as useless as a chocolate teapot?

by Iain Clark

Iain Clark of Red Power Staton decided one day that he was going to make a chocolate teapot (the video of making the chocolate teapot can be seen here). Why would he do that?

The video starts with Iain taking lots of of time preparing the chocolate teapot. He carefully pours the ganache chocolate into a bain marie (well, it was a glass pyrex bowl over a pan of bowling water). The chocolate was lovingly softened to the precise temperature of 110 degrees employing a special chocolate thermometer. It was then cooled to 87 degrees for a bit.

After the method of tempering the chocolate was fastidiously poured into chocolate teapot moulds. These are called 3d moulds as they create 3d chocolate creations. You will not see it on the video, but Iain also produced a chocolate tea cup as well!

The chocolate teapot was then left to set in the refrigerator for a while. This complete process took a lot of effort, and was it worth it? No, as can be seen in the Iain makes a chocolate teapot video!!

The entire point of the chocolate teapot video, is that many entrepreneurs spend a large amount of time and effort making sites. They hire an expensive internet site designer, carefully design the brand and lovingly pick the most superb font. Some websites even produce fancy flash introduction pages.

Do any of these lovingly made websites produce any real sales? Do they produce money? The fact is that most small company internet sites are as useful as a chocolate teapot. They just don't work as they lack any

- Onsite search site optimisation (S.E.O)
- Back links from other websites
- Regular blog entries
- Articles being written about them

To make things far worse, many websites do not have mechanisms to convert web visitors into paying customers. There's no ordered technique to slowly woo purchasers into:

- Make a connection with the business owner through a series of videos
- Capture contact data of prospective clients
- Build your very own selling lists

In reality entrepreneurs should be utilising the power of video to:

- Build trust and a tribe of champions
- Show that you're
- Call to action

If you do know of any business owners with websites as useless as chocolate teapots, then let Red Power Station know. They can be saved and turned into lead creating machines.

Iain Clark is the founder of <a href="http://www.redpowerstation.co.uk/">Red Power Station</a> and is passionate about both cycling and helping SMEs market themselves online. He writes a regular <a href="http://www.redpowerstation.co.uk/blog/">blog</a> and creates web videos.

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