I have spent an incredible amount of time lately (thanks to my partner in Design Connie sharing with me books by Seth Godin) evaluating my business. What is it? What does it need to be? Where is it going. As a stay at home father, it is crucial for me to be successful. My wife Keeley and I made the decision a year ago with the birth of our daughter that I should try to work from home and be a stay at home father. After spending 6 years working in a graphic design market as a temp, a freelancer and a contractor, it made sense. For once I would be in control of my destiny. My job security would not depend on if the company I was working for at the time had the payroll or the business. My job security would now rely on me. I was free to make of it what I could within a reasonable limit. Not to mention the thousands a year we would save in child care and the piece of mind we would have knowing that our youngest would be well taken care of and our oldest would have the help he needed with his homework.

I’m happy to say that after a year, I haven’t failed. My business has shown progress with slow and steady growth and I have successfully changed 875 diapers, 342 which have been rather unpleasant in the smell department. OK, so that’s an estimate. You don’t seriously think I keep track of diapers, right? However, I now realize that it won’t be enough to not fail. I need to thrive, to find my voice and find an audience. I have put a number of measures in place to allow this. I have been tracking stats more seriously for my site. I have it optimized and streamlined. I have started using Adwords to help promote my site and attract new visitors. Most importantly, I have realized what a SMALL window the web is. Most users I have view my site for less than 30 seconds. Most click off after one page. A quick exit. To me, this is scary. How do you sell a customer in less than 30 seconds and after a one brief glance. This is a question I have struggled with lately. It isn’t an easy thing to do. The tough thing about the web is if a viewer isn’t immediately impressed, they can look elsewhere with the click of a mouse.

My remedy for this is working on making my website more relevant. The website as we know it is dead. The web is no longer an album, such as the Beatles’ “Seargent Peppers Lonely Heart Club Band,” meant to be listened to from beginning to end. It is a streamlined collection of all their greatest hits in MP3 format and the surfer has the power to go to any song, fast forward, rewind and skipping to only the parts they want to hear. Like it or not, google and other search engines have led to this. So what works? Relevancy. Controlling what the viewer sees through that small window by using more specific keywords and giving the mythical search engine crawlers what they need: better site maps. Also, I have tailored my AdWords to point potential clients to the information they want, not to what I think they may want after they give me a chance. That way if they only give me 30 seconds of their time, it is 30 seconds dedicated to something that might interest them. I also plan to add more visuals. You can learn much more about a picture at a moments glance than a grouping of words.

So will it succeed? I can guarantee that it won’t fail, at least not in my mind. You see, I believe the only way to fail is to not learn. If you are walking along and you trip because your shoe laces are untied, have you failed? Not if you get up, realize that if you tie them, you won’t trip again and then keep them tied. When you learn from a mistake, that’s not a failure. That is a growth. Eventually you learn to tie double knots and it is smooth sailing from there. More importantly, have I succeeded? I see that answer everyday when my daughter surprises me with what she has learned in her short time on earth or when I pick my son up from school and find out he has made another 100 on his spelling test. That is all the success I need as a father to inspire the success I will need as a new business owner trying to find his way.