A couple of weeks ago I took the family - my wife and my dog -on a road trip into a beautiful Colorado valley. It was lined by 13,000 foot peaks, climbing way above timberline. Quite a sight. The bald mountain peaks as far as the eye could see, a green, lush valley that we were traveling in, and over on the right hand side, as we drove, the best surprise of all. A ski area! But this wasn't just any ski area. This was a ski area that my wife and I - both avid skiers - had never heard of before. And this surprised us, because we thought we knew where all the ski areas in Colorado were.
We started to rack our brains. "Have you ever heard of a ski area around here?" "It looks pretty new. It's not overgrown with trees. Why haven't we heard of this place before?" As we hung out in the valley, and got to know the area a little bit, we started to learn a few things. First, it was definitely an area that got a lot of snow each year. So that wasn't the reason we'd never heard of this place. Second, the ski area was sitting on national forest land. Just like most other ski areas. So that wasn't why we had never heard of this place. No, there had to be another reason. We searched further, and looked on the map. We started to find some clues. First of all, there was an abandoned airport in this valley. Aah - maybe that has something to do with it. Nobody is flying into this area. Next, there wasn't a major highway, or town, anywhere near by. There's another big clue. Finally, this area existed a part of Colorado that didn't have very much population. Now we got it. Have you ever heard of a place called "Ski Conquistador"?
When it was open, it barely lasted for 10 years. Avid skiers have never heard of it. But it looks to be a fine mountain. So what is the problem? I can even think of another ski area that fits the same description. It sits in a beautiful Colorado valley, on national forest land. It gets a lot of snow, and is nestled among 13,000 foot peaks. You may have heard of it. It's name? Aspen. So what made the difference between these two places? One is known worldwide as a skiers mecca, and the other is lost amongst the overgrown trees. There is one BIG difference: Aspen has traffic coming to it, over and over again, and Conquistador has NONE.
Let me ask you something. Is your website more like Aspen, or more like Ski Conquistador? If you don't have a traffic driving strategy in place to get them to your site, and a follow up strategy to keep them coming back, I'm willing to bet - you're more like Ski Conquistador. Ouch. I sincerely want you to succeed, and become the Aspen of the web. No reason to put that great website invesment to waste, where nobody is seeing it. Reach for the top.
-Jason "Wally" Waldron
P.S. - Success comes to those who blast through the door of opportunity. Here is your chance: http://www.wallythewebguy.com/services/traffic-driving-strategy.html
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