Online Marketing: You Get What You Pay For

Melissa Fach


June 19, 2013 (Updated: May 4, 2023)

Everything I write about on Copypress is related to content marketing. I am a die-hard believer in the benefits off all forms of it, but today I want to discuss some things that have an impact on the effectiveness of your content marketing.

Everyone wants to get a “deal” on services, I do too, but the truth is that you get what you pay for. Lately I have seen some businesses actually investing in good content marketing, yet they have failed to invest properly in two things that help people see and find their content marketing efforts: their website(s) and their SEO.


Every business needs a website that is attractive, user-friendly and that allows content to be properly displayed for the reader. If people are not pleased and impressed by your website design you could lose the visitor before they even begin to read and this means you for sure lost them before you have a chance to convert.

If a website is too hard to use people cannot find the information that they need and, again, you have lost them before you can make a sale. If you have found a way to make sure your website is visually impressive and easy to use you still have to make sure that the content is easy to read and that it is easy for a visitors to view the information on a computer and/or mobile device.

There should be layout options that allow content, video, infographics, video infographics, PDFs, blog posts and more to display beautifully. Any solid web developer will be focused on this from the beginning.

Website Cost

I have been around long enough to remember the days when people would pay the big money for a crappy looking website that wasn’t user friendly. Many businesses swore they wouldn’t invest in an expensive website again and I understand how they felt/feel.

HOWEVER, today when choosing a web development company it is important to really investigate and find a qualified company that can build the type of website that will offer everything your business and customers will need. If their questions don’t appear to be focused on what your business needs to succeed and what you clientele will need then you need to walk away.

Think of your website as basically the “heart” of your business operation and imagine you are finding a cardiologist. Take the time to find and invest in the best if you hope to stay alive.


Bottom line, if you can’t be found people cannot see the content that you create and/or you have no shot at making an online sale.

SEO is different today than it used to be. Today, a good SEO consultant or agency is focused on many different aspects of online marketing that add up to an overall effective SEO strategy. To be good at SEO today you can’t just be focused on the on-site SEO and links. You have to understand how certain things impact others and how important and it is to have a “complete” strategy in place. Your SEO will help bring the right audiences to the website. You need an SEO that is just as competent as your web developer (ideally a team/agency that works together on both aspects is good).

Here are just a few factors (beyond SEO strategy) that good SEOs are focused on:

  • Code, code, coding and proper code
  • Site Architecture
  • Local search
  • Social influence and impact
  • Citations
  • Audiences – multiple, defined audiences
  • Content development – long-term and short
  • Off-site content strategies
  • Authorship
  • Paid Advertising – PPC, Social Ads etc.
  • Competitive Research – websites, SEO strategies, social strategies, local search strategies, citations, PPC

There Is Nothing Wrong with Spending Money to Make Money

The bottom line is that for most people spending money is a part of making money, there is nothing wrong with that.

If you are taking a good amount of time, effort and money to invest in content marketing I suggest you also make sure you have the right type of website and SEO strategy in place to ensure your content marketing is presented to the right audiences. Additionally, make sure your website is designed to create trust with a professional, impressive and user-friendly design.

The goal is to make sales and make money off of the marketing strategies you are investing in, right? I suggest doing it right by putting good money into all of your marketing strategies. Remember, you get what you pay for.

Author Image - Melissa Fach
Melissa Fach

Melissa Fach has been in the SEO industry since 2007. She created her own agency, was the Managing Editor at SEJ, worked as an editor for Moz with their community team, she worked at Pubcon as the Community Manager for 5 years, and is an editor for SEMrush US Blog.

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