Schematic illustration of a hand.


Let me tell you about the conversation I have most frequently with my small-business clients. It's usually towards the end of a website-build project, after we've been floating the idea that they need to think about how someone is going to find their website. ‘We can talk about it later’, they normally say.

So we come to the end of the website build, everyone is really excited about it. It's gone live (it looks great), it's been sent to mum and dad and the rest of the organisation, and posted on LinkedIn. At which point I'll suggest that we ‘have a chat about how people are going to discover your website’.

And I get a few puzzled looks.

‘It's live now, so people just go to our domain name, and they will find our website’, I receive in return.

‘Yeah, but how do they know your domain name? You're trying to grow your customer base, and attract new customers who don't know you exist. You might need to start looking at SEO or digital ads now.’

The reality of this always hits pretty hard. Thousands of dollars on a website and it doesn't even come with customers?

When it comes to marketing, attracting Strangers is the beginning of a process that can't continue without that first step. So how exactly do you attract people to your website? And, in a broader sense, how do you attract Strangers to your business?

What I've found, time and time ...

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