Startup advice: Think acquisition before building your site.

Quick article to cover one of the most common mistake I’m facing with clients, and lies with the following question: when should we start thinking about acquisition for a new business/startup? I had plenty of clients who came to me with a recently finished website, asking me to now generate traffic. For us marketers, it is a massive frustration, because most of the things we’ll recommend and suggest will be in fact into the website.


Most of the practices an online marketer or growth hacker will use to generate traffic on any sites are into the website/product, part of its DNA. The application Candy Crush is a perfect example of this approach. The application is only an old recycle puzzle game, but the virality of the app is huge as it is at the core of the app itself, fully integrated. People who wanted to keep playing for free had to invite friends on Facebook.


The same applies to SEO and conversion rate optimization. Both of them are completely dependant of the website, and how well thought it was prior to create the website. Depending of the variety of keywords a business target, the overall architecture of your website have a direct impact with your rankings. In fact, all the businesses which are the most performing in organic rankings are the ones who worked their SEO, right at the birth of there project, before even writing any code.


The drawing below illustrate the 3 major practices that are important for an online acquisition strategy.

  • Search Engine Marketing
  • Social Media
  • Conversion Rate Optimization



It’s pretty clear that all of them are in fact directly connected to the site.

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