“No man is an island” according to John Donne. Turns out, neither is no well-performing website.
Still, plenty of businesses build a website all about,and only about, them. It’s got their “about”, their FAQ’s, the contact pages, the list of services. Then, they go out and do their work.
There’s no blog to generate updated content.
There’s no social integration, online or otherwise.
They don’t participate in community events, initiatives, or charitable outlets.
Or, they do and never talk about it.
No one reviews them, links to them, or even really visits the site.
And, maybe the search engines don’t either, because they can’t access the site well. It’s just another pretty face with broken code and no inner optimization.
Here’s the analogy I always share: your website is an island. It’s real estate you buy and build upon. There’s an airstrip but only a few people have planes. What you need are bridges to the mainland. You need access pathways for your traffic to reach you.
It’s a web, this internet you built upon. Webs naturally have connections. If you aren’t connected, you aren’t truly here.