The Idea of “If you Build it, They Will Come”

In the 1989 movie, Field Of Dreams, a corn farmer, Ray Kinsella (played by Kevin Costner), hears a voice that says: “If you build it, he will come”. This was referring to Ray giving up his farm to build a Baseball Diamond.

That quote or line has become a rather famous quote in the modern world though, the quote we know is “if you build it, they will come”. The idea behind it, if you have seen the movie, is that you can’t just dream it and expect it to happen. You have to work at it and make sacrifices to make it happen.

I thought that it would be a relevant article title to apply to businesses who build an eCommerce shop, an app or website and think that people will come and the floodgates will open. Before we dive into why this idea doesn’t work, we want to highlight some interesting web statistics to highlight why you can’t have this expectation.

  1. There are about 380 websites created every second
  2. 5 Million blog posts are published per day
  3. There are 1,6 Billion websites but, only 200 Million are active
  4. There are now 4 Billion active internet users
  5. There are 5 Billion Searches done on Google daily

These facts are rather daunting when you let them sink in. Imagine that when your site is launched, is one of 380 that has just gone live in that second. You are already competing with 379 other sites never mind the other 200 million that are active.

The notion of building it and expecting them to come no longer feels real does it?

Let’s build more than just a site to get them to “come”.

A website is one part of the dream. It is just the baseball stadium in the middle of the internet city that no one knows about. But that is only the start and there are several tactics that you can roll out that will help get your site known by the internet and before you know it, those seats at your baseball stadium will be full. Then, the quote becomes fitting.

Let’s have a look at the tactics, shall we?

Search Engine Optimisation

Better referred to as SEO, Search engine optimisation is a tactic that helps to improve your website’s visibility in search results. Essentially our goal with SEO is to help your site get found in searches.

Think of SEO as a road map or guide to your baseball park. To find out more about about this tactic have a look at this page to learn about SEO.

Paid Media Advertising

Paid Media or PPC is when you pay to run adverts on websites, search results and social media platforms. Essentially you pay per click to your website. This becomes the billboard telling people that your website (baseball park) is right here and they should come to visit you.

To find out more about paid advertising have a look at this section which will explain the ins and outs of PPC and how it can help get your website at the front and centre of searches and your audience.

Social Media

Social media is where you share content. Essentially, these platforms being Instagram, Facebook, Twitter and many more are the people who stand on street corners handing out flyers telling baseball fans that your ballpark is right here and that you have this awesome deal.

Essentially its where you target your relevant audiences where they generally spend most of their time. As the stats show, the average person spends two hours give or take on social media daily. It’s pretty much like being stuck in traffic right?


This is the anchor of the marketing wing. Content is the most important tactic that you can use to get people aware of your online shop, website or app. This content helps SEO, and is shared via social media and promoted through paid advertising.

In other words, Content is like Babe Ruth. When Babe Ruth was playing, people from all over America would know it. This was done through paid ads on the radio, billboards, flyers and word of mouth.

When you have a website with good content, you are going to run ads (boosted posts) on Facebook and other social platforms, use SEO tactics to drive its visibility in search results and get other sites talking about your content.

Before you know it, your site is getting traffic and people are buying tickets and Babe Ruth just hit a home run.

Tying it all together

Having a website is one thing but having a website that serves its purpose is another. It is pointless considering the facts highlighted above, to not do any form of marketing. Your site will become just another blip in the internet universe. A waste of money essentially.

You need to consider using various online marketing tactics to make people aware of your site and essentially your business. That is the point of the website. You wouldn’t just build a shop and do no marketing, would you?

The purpose of the website is to generate online sales, leads and enquiries which help make your business profitable and relevant.

Want to learn more about how marketing can help your website and business? Get in touch with us here and let’s discuss your needs.

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Having been established in 2005, in Cape Town, South Africa, Elemental is primarily focused on providing web development services and digital marketing campaigns.