Hint: It involves implementing a digital retailing strategy with messaging woven into it. And we’ve got a guide to help you make it work. SEE HOW
Your website is not advertising--not an ad source. Stop treating it like one. It is like your building, it's for customers to visit. And generate an event. Consider other events:
A showroom visit has an ad source.
A phone call has an ad source.
Even an Internet Lead has an ad source, albeit it is usually inherent in the lead SOURCE itself.
Prospects come to your website for the same reasons that they drive in: Because advertising (and even location is a form of advertising!) eventually drove them to visit. Even repeat customers come because they perceive you are still in business, and for all the lawyers out there we need to stop right there with the exceptions.
Because now you KNOW that your website is NOT an ad source. You spend money to maintain your website for hosting and support, just like you pay for your building and electricity and water. None of that is not ad sourcing! We do, though, need to know what our advertising does. Desperately.
Yes, I know it's hard. And we can somehow go back to ancient Egypt, I suppose, if we chase advertising far enough. However, one ad source will be the most prominent, most recent "trigger" cause of that visit to your website. Google Search. PPC. Autotrader. Craig's List. Etc. THOSE are advertising spends. NOT your website!
Anyway, let's probe and find the true ad source. You'll be happy to know. And you will be able to spend less on advertising for more effect than ever before. :)