We all want our websites to be more effective, and if you're like most businesspeople you are constantly searching the Web for anything that will help.

What you find is a cabal of experts armed with statistics, analysis, charts, and graphs all pointing to how they can get you high up on the search engines and drive more traffic to your site. But like Steven Wright's mechanic, those guys are adjusting your horn when it's your brakes that need fixing.

There is no point in attracting more visitors to your site if your site has little of interest to say. Even if your site is jam-packed with useful products, services, and solutions, , readers will never invest the time necessary for you to make your case if your site doesn't connect with your audience.

When websites fail, most often it's because they do not function effectively as your primary communication tool. The Web is overcrowded with options, and unless you're prepared to deliver a compelling, differentiating presentation you will be quickly dismissed as irrelevant. Let's face it: Business is tough, probably tougher than it's ever been before.

Something Is Missing

You've made technical tweaks and responded to all the research and analytics. You're blogging, micro-blogging, social-networking, and search-optimizing, but still something is missing. What's the missing ingredient? You know it's out there, but you can't for the life of you figure out what it is.

The Web offers the potential to access new markets, find new customers, and reach new heights—but, despite all that opportunity, the results you seek always seem just out of reach.

If research and analytics were the answer, you'd already be rich. Of course it was an over-reliance on research that brought us the Edsel, New Coke, and that wonderful Wall Street goody called derivatives—one of the greatest investment boondoggles of our time.

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ABOUT THE AUTHOR
Jerry Bader is senior partner in MRPwebmedia (www.mrpwebmedia.com), a website-design firm that specializes in Web audio and video. Contact him via info@mrpwebmedia.com or (905) 764-1246.