Websites Don’t Work!
Here’s a few shocking truths you need to know before investing further in the Internet.
Websites Don’t work! This might sound a little strange coming from me, an Internet Marketing Consultant, but it’s the truth! In fact most company’s websites are about as useful as a brochure nailed to a tree in the middle of a rain forest. If your target audience cannot find your website, then it cannot result in “client conversions” – it is useless!
A website should not cost you a penny! A website (or more accurately, an e-Business Solution) should not be an expense to your company. It should be a balance sheet item that delivers a measurable return on investment.Most websites are developed without understanding business requirements, such sites are typically created by technical people or by those with little business knowledge. As a result most websites are poorly designed. Technical people often do not understand Internet Marketing or how to drive profits to your business using the Internet. This is why most web sites fail.How many times have you visited a website to find out more about an organisation and you noticed that the sites don’t reflect the company branding? Did you know that 80% of Internet usage is to research products and services? Poorly presented websites can actually damage the reputation of your company. Would you expect to receive a handmade business card from a professional business person?Other sites are developed by graphics designers, these sites may look good but major opportunities to automate business processes might be missed and the website could have - technical flaws. As a result such sites rank poorly with search engines. More often than not, web designers only have outline knowledge of the Internet Marketing techniques that are essential to drive customers to your website. Additionally, when the potential customer visits your site, the web designer does not understand the marketing techniques that are essential to convert that visitor into a paying customer.Websites are also implemented without any content or technical maintenance plan. Have you noticed that there are sites that state when they were last updated and it was several years ago! That just isn’t competitive on the web today. There is often no one specifically responsible for maintaining and monitoring the website or the specific business results that were expected when the investment was made.“A company that neglects its website may be committing commercial suicide. A website is increasingly becoming the gateway to a company’s brand, products and services - even if the firm does not sell online. A useless website suggests a useless company, and a rival is only a mouse-click away. But even the coolest website will be lost in cyberspace if people cannot find it, so companies have to ensure that they appear high up in internet search results”Economist 13 May 2004
 (0)
|
Talking Points