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The TOP 10 WORST Things Webmasters Do!
By Marc Laffer, AdultChamber.com
As President of AdultChamber.com, I asked the staff to put together a list of the top 10 worst things webmasters typically do which negatively affect success, or lead to the ultimate demise of their online businesses.
The staff has experience in the Adult Internet business community since 1990, with tremendous experience over the years in creating adult websites for clients and advising them on design and marketing matters. The list, after very careful consideration, was widdled down to 10. Here are the TOP 10 Worst things we typically see webmasters doing:
#10 Failing to Track Website Traffic
Traffic that converts to a sale is the key to success. Webmasters all too often have a very good website, but keep their head in the sand when it comes to tracking traffic. Understanding where banners and links are placed which bring website shoppers requires staying on top of those that bring in the most quality traffic. Few webmasters make sure they get the stats needed for daily, weekly and monthly analysis. Even fewer stay on top of the information and its impact on the website. Obtaining and analyzing active stats requires time, effort, proper tools, and a keen eye - to differentiate traffic sources; time well worth spending…
#9 Budgeting Inappropriately
Bringing a site online without a budget sufficient enough to address the necessary costs of site construction, maintenance, hosting, customer service, promotions and advertising is a primary formula for failure. Simply put, a website business requires a business plan encompassing all the aspects needed for the operation of the endeavor. Making sure you stay within budget is just as important, since taking dollars from one category and putting into another will leave an essential part of the business plan void of funds, allowing the collapse of the website.
#8 Not Attending Trade Shows
There are so many things offered to the webmaster for a website, it is virtually impossible to know what is truly hot and what is truly not, without attending the trade shows and conferences. Trade shows are one of the best values for the webmaster and online business owner. People interact face-to-face for a few days and quickly learn what is totally new, what works, and what to avoid. Webmasters leave the trade shows with first-hand knowledge, and return home with motivation, ideas and solutions that power their sites into the future. Many times, the smallest re-direction of a site can yield tremendous profits. Failing to attend the trade shows leaves the webmaster in a vacuum…
#7 Assuming a Site's Affiliate Program Can Stand Alone
Offering a commission oriented affiliate program on a website to increase sales is a completely separate part of the website itself. Do not even begin to think this B2B program will get sign-ups without separate promotions from the theme side of the site. Establishing a high percentage payout is just one aspect needed to get sign-ups. Failing to advertise and brand the affiliate program in print media such as Klixxx, and online in places such as AdultChamber.com and YnotMasters.com will leave the affiliate program offering stagnant, and unknown to the targeted traffic needed for the sign-up; other Webmasters.
#6 Poor Customer Service
All successful adult websites hold onto their paying customers. Rebilling is the key to success. All too often webmasters forget that real people, invisible as they may be, are accessing the site and spending money; in many cases, monthly billing. When a problem arises, the customer needs to get help. If assistance is not easily found, frustration leads to them spending their money elsewhere. Worse yet, they post their frustration on the 'Net in newsgroups, message boards, etc., causing irreparable damage to the site's name and future, and in the worst cases engage in chargebacks further jeopardizing your long-term success.
#5 Creating a site without a Business Model
Tutorials teaching how to build a business model can be found all over the 'Net. Failing to create and use one is similar to walking up to a gumball machine without a nickel. You can wiggle and shake it and there is a chance you'll get a gumball, but this is rare indeed. Most adult websites are created without a business plan, and it is easily understood why so many fail the test of time. When building a business model, stay focused and do not drift away from the focus of the target audience. Do not dilute the site away from the initial presentation of the home page or free tour. Failing to stay within your business model will lead to failure.
#4 Avoiding Search Engine Optimization (SEO)
The hidden secret to success is getting a website to appear high in the rankings of the major search engines when someone types in the keyword phrases that relate to the uniqueness of the website. Closing one's eyes to this reality has a website with unique characteristics floating around on a hard drive on some server without attracting those specifically interested in what such a site offers. Few webmasters investigate SEO, and even fewer use it to benefit their site. Investigate carefully before spending money on SEO as only a few sites can truly benefit - but when they do, competitors are left in the dust.
#3 Underestimating the Value of Good Hosting and Support
Good adult hosting and support are available, and rarely are they the lowest price on the 'Net. But, the very few extra dollars typically provide more than just the support of the site's operation. There are companies that provide quality hosting who enjoy sharing adult site knowledge, and such unique information proves invaluable in the long term. When a webmaster goes on vacation, the small extra cost usually includes the ability to ask the host provider to keep a closer eye on the website, and such is typically provided at no additional cost. Don't underestimate the value of good personalized adult hosting!
#2 Failing to Understand the Law
Webmasters all too often create unique adult sites and think that the law need not be understood as it relates to their business. However, when there is a crackdown, wouldn't it have been prudent to load your site with content that was properly licensed, confident in knowing that Title 18, U.S.C. §2257 would not become your downfall? The webmasters who simply take content from other sites or from newsgroup postings will not have the necessary documentation as described in Title 18, U.S.C. §2257 and will be shut down, or even worse, jailed. Understanding one's exposure from the open access side of a website (home page and free tours) can prevent situations that will become very costly in the future. Well-known Internet lawyers are available at reasonable rates. Webmaster resource sites also provide some information. Become informed, and adjust your site accordingly.
#1 Spam!
Sending unsolicited e-mail promoting a website was voted the #1 error made by webmasters. The innocent webmaster typically says, "I get spam all the time, why can't I tell others about my site the same way, once." Little do they know that before all the spam is mailed, their site is ordered immediately shut down by the upstream provider and their host has no choice but to turn it off. Read your hosting agreement. Never spam via e-mail and never spam the message boards. Some message boards allow you to post at a designated area for spam! It is imperative not to blatantly post your website or service on general threads or on the entire board, as professional webmasters can hurt your reputation and will get you permanently banned from the board. The best way to promote yourself without falling into spamming the forums is to create a signature file for yourself with your website or service. That way, every time you post you will be able to promote yourself without aggravating the board's moderators. You can find more information on how to interact on a message board at www.adultchamber.com/members/adult_webmaster_interaction.html.
Signing up for newsgroups and message boards that are not related to the content of your website almost always becomes harmful to a business. It is best to stay away from promoting your website on any message board unless the host has provided an advertising forum or already welcomes it. The members of these newsgroups and forums will often find the advertising to be unprofessional, possibly resorting to hate mail, and spreading the news of your spammer reputation. Disregarding the webmaster etiquette will only destroy the reputation you have worked so hard for. and will push away any future customers from your business. The #1 mistake webmasters make is related to Spam. Do not Spam!
Marc S. Laffer is the President of AdultChamber.com, a premier Webmaster Commerce & Resource Center. He started Online Technologies (Online-Tech.com) in 1990, providing Adult Website Development, Search Engine Optimization, high support adult hosting, as well as operating RateXpics.com to help adult webmasters advertise their pic sites for free.
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