Five Things to Think About Before You Launch Your Next Website
I can't help but mourn the number of sites I see that represent missed opportunities.
There may be nothing particularly "wrong" about the design, the underlying coding, or even the writing—but these websites aren't right, because they fail to connect with customers in any meaningful way (the way that ultimately brings customers to your door and cash to your register).
The root problem seems to be a lack of imagination that is further exacerbated by a poor understanding of the fundamentals. (Last year I wrote a blog post about a commercial website, that of Saddleback Leather Company, that really impressed me, because it suffers none of those shortcomings.)
If you're reviewing your own site—or working on one for a client—I encourage you to consider the following points.
1. Take your eyes off your competitors and put them where they belong: on your customers
Sure, you should take a glance at your competitors (hopefully, a backward one) from time to time. But too many enterprises initiate their Web efforts by reviewing their competitors' sites.
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Hi Jonathan,
I spend a lot of time working with graphic/web designers and writing web content. This is one of the smartest articles I've seen on the subject. The web designers that understand the importance of content develop the best websites, hands down.
I particularly appreciate your analysis of the underlying business model. I haven't seen it described so succinctly. Thanks for that!
Thanks Sarah! I'm very glad you enjoyed the article. Yeah, you'd think it'd be obvious to think about content BEFORE building the site. But unfortunately, too often that's not the way it's done. Lots of bass ackwards stuff out there.
Excellent article, Jonathan. As you've so clearly explained, it gets back to "what's the purpose of what we're doing?" and "what action do we want to motivate?" These are questions I continually ask myself and my clients at every development stage of a website, email campaign, or traditional print campaign. Because unless you're writing an acceptance speech, you're right, it's not about you. It's about them.
Jonathan -
Great piece. I, too, love the concept of seeing someone actually HAVE an underlying business model. Too many companies seem to have a "build it then figure it out" mentality.
I've got a small content formula I've blogged about. I call it M-F-T. Find out what MATTERS to your website viewers, what they FEAR, and what they TREASURE. It works for me!
Brian Hemsworth
http://www.executivemarketingcoach.com
http://brandbuildingbuzz.wordpress.com
Great post! I've been struggling with these issues for a while... thanks for clearing thins up for those like me :-)
Thumbs up!
Nice article. Points 1-3 and 5 are good, but I feel you're a bit off with point 4.
Content should be written first, but there needs to be give-and-take throughout the development process. The business objectives need to drive content, architecture and design. Once content is developed it should be reviewed with both the copywriter and the web designer/developer, preferably an information architect, at the table to determine how it fits into a Web site that gets visitors to do what you want them to do. Refining the content and architecture so it works together creates a powerful conversion funnel that achieves business objectives.
Far too often content is converted into a Web site as is and we end up with what you referred to as “turning your corporate capabilities brochure into a Web site..." and then "all you've created is a reason for potential visitors to ignore you”. A Web site is not a linear piece of print; it’s dynamic and has the opportunity to offer rich, customized information to visitors that speaks to them directly.
Placing either content or structure ahead of the other creates a Web site that is easily ignored.
Well said. We NEED to focus on the customers. Many people get so focused on what the compeitors are doing they forget all about their end users.
Indeed!
One key information a lot of sites miss is actually the basics is simply the
contact details where to reach the company or organizations :
- Address or PO Box
- Phone number
- EMail
Great article! I espcially like the point about understanding the underlying business model. I think companies are too quick to get a site out there and focus only on their "corporate brochure," mission statement, etc. There is so much more to "being online" and connecting with the consumers/communities and I think you summarized it very well. Thanks for sharing!
great insight