March 11, 2012

The delusion of the trivial website

Does your organization neglect a 2003-era website because “We never get any business from our site,” or “Our market doesn’t look online for what we do”?

Professional service firms, for example, often feel this way. Left out of this assertion, however, is the almost universal need potential buyers feel to verify or authenticate their choice – a quick “check them out” to be reassured about scope or seriousness. When an inadequate (unattractive, hard to navigate, skimpy on content, text-heavy or out of style) website appears, the selection set gets shortened, and “we never get clients from our website” becomes a self-fulfilling prophesy.