I’ve never made a purchase for my Web site development business based on a cold call. Do other business owners?

Step 1: Start by visiting the site yourself. Look at it with the eyes of a newcomer. Do you like what you see? Do all the links work? Is there something you’ve never really liked about your site, but you let it slide figuring that the rest of the site is OK? Fix it now, because if you don’t like it chances are that your customers won’t like it either. Once you’re satisfied that you have the very best site for your business, it’s ready to move on to the other steps.

Step 2: Ask 2 family members to visit your site. Ask for their honest opinions; no one will be as honest with you as a family member can be. What do they like best? What do they like least? Be sure to ask them to navigate the site and let you know what works for them and what doesn’t. You’re not just looking for critiques on your site’s appearance.

Step 3: After you’ve addressed your family’s concerns, it’s time to ask for input from 10 of your friends. So that you don’t put your friends in the seemingly awkward position of critiquing your site, give them a specific task. For instance, ask a friend unfamiliar with your location to find the driving directions on your Web site and follow them – you could meet them there for lunch to reward them for their trouble! Or, ask another friend to find a specific product on your site and attempt to purchase it.

Step 4: When your friends’ suggestions have been implemented, it’s time to start the actual work of creating a buzz for your site. It’s hard to believe in this age of communication that many of us don’t know our neighbors well – or at all. Visiting 5 of your neighbors to let them know about your site is an excellent way to expand your network, reminding your neighborhood acquaintances of who you are, or as a way to make new acquaintances.

Step 5: Reach out to your mentor. Most of us have a previous boss or co-worker that we look up to, receive advice from, and owe a great debt to for making us who we are. Let them know that your new site and your business couldn’t have happened without them.

Step 6: Utilize your social network. Tell 10 people from your place of worship, your gym, service club, or sports club about your site. Give them your card and share with them how your site can help them in their daily lives.

Step 7: Contact 10 businesses. Get in touch with 5 businesses that your company could hold a mutually beneficial relationship with, by inviting the owner or general manager out to coffee (don’t forget your business cards). And, reach out to businesses which you already frequent (your dentist, dry cleaner, etc.) to remind them of what you do.

These steps might seem elementary, but it’s surprising the number of people who don’t follow these steps when revitalizing their image or business. By quantifying the number of contacts you make within each category you will be encouraged to choose the relationships who are best equipped to reach your goals. We wouldn’t be at all surprised if you are able to revive dormant relationships and succeed in expanding your network. What’s more is that you’ll spend very little of your marketing budget – what’s the real price of a cup of coffee with a friend, or lunch with a mentor who dispenses excellent advice? And, if you’re seeing the dentist anyway, what’s an extra minute of your time with the receptionist (maybe you’ll even score a new toothbrush and dental floss for your trouble). The point is – reaching out to the people and businesses you already know is an inexpensive and mutually beneficial use of your time and resources.