If you declare your website complete when the design and content is approved and published, you are wasting an opportunity to grow your business. A website is only one piece of the broader internet marketing strategy that successful companies like Papa John’s understand.
“It took us seven years to reach our first billion in online sales, and at our current pace and growth rate it will take us less than three years to hit our next billion” — Jim Ensign, VP of Marketing at Papa John’s.
http://www.cnn.com/2008/TECH/biztech/05/08/papa.johns.ap/
The Pizza industry is a great example of a business model that may never have felt the pains of ignoring online ordering. Their business would have continued as it had pre-2001 — taking phone orders and profiting. Instead, they took the leap; taking online orders, purchasing hardware for all their locations and dealing with all the unknowns that this system must have introduced. In 2007, Papa John’s reportedly received $400 million in pizza orders via their online ordering system.
Their business model wasn’t broken, they simply chose to use their website to grow their business, improve customer loyalty and make more money.