This makes total sense and is something EVERY small business should do. There really is no excuse for missing out on or taking a pass on revenue. There is no better or more cost-effective way for a small business to grow if they consult with the right kind of firm. Yes, I have a personal motivation as a web marketing consultant to advocate for this, but the winners in years to come will be those that learn to maximize their marketing spending and small to medium sized companies will rarely ever have the resources in house to manage all of their SEM, SEO, weblogging, and other lead and customer generation efforts on their own. You snooze. You lose.
Nearly all small businesses have a measurement system in place for their website (though too many aren’t aware of the analytics data available from their web hosting service for no additional cost). Good to excellent web analytics tools are now available for small businesses for free or at low cost, so no one can say these days, “I can’t afford the software.” In particular, Google Analytics (www.Google.com/analytics/) and ClickTracks (www.clicktracks.com) are within reach of nearly all small businesses. But small businesses just aren’t able to do much with the data at their fingertips. Because larger businesses use analytics and testing and small businesses seldom do, the performance gap between large and small business profitability becomes greater every year.<snip>