Where Did Quincy Go Wrong?

Solution: Setting a budget for your project is important, but not at the expense of your return. If you pay for a website that doesn't achieve the results you want then what's the point of having it?

If it costs more to get what you want out of your investment, you've got options.

You can:

• • Wait. You can stick with what you've got (even if that's nothing) until you can make a move.
• • Find someone else. There are other vendors that might be able to work within your price points.
• • Work within your budget. Work with your agency (or freelancer) to figure out what can be done now, and what can be done later.
• • Increase your budget. If you see value in the project and you're able to get some short and long term gains (think reduced costs, increased sales and leads) then it may make sense to increase your budget.

Solution: Work with your web developers (whether they're an agency or freelance) to set realistic milestones on when the project should be completed. Keep in mind that accountability is a two-way street. In order to meet milestones on time, the people you work with will need your help to do it.

Solution: You have goals in mind for your business; identify the people inside your organization that care about your website's ROI and performance. Once you've decided what's important and how to measure it, you have to decide what you're going to do about the results, how often you're going to do it and who is going to be responsible.

When results are tumbling who will stop the nosedive? When the numbers improve who gets the Employee of the Month plaque?

Solution: You can't improve what you can't measure. Take the time to monitor your campaigns, run split tests, and optimize your landing pages. Set up web analytics properly and use it to track your campaign performance. Then use the data to make your marketing more effective.