1. Lack of overall strategy and clear definition of success:
Most people realize the need for a site, but don't understand what it can/should do for the company. And when they do have a goal, they don't measure it. We'll often ask people, "What are the objectives of your site?" Answers vary from "the site is supposed to provide information about our company and products", or "the site is supposed to effectively convey our brand to our audience". In actuality, those are very rarely the true objectives, but rather the means to accomplish one's objectives. A website's objectives will in most cases be to drive revenue or generate qualified leads.
2. No integration with other marketing activities ? the website is often on an island.
Okay, so you have your URL on your stationary, collateral, etc. But very rarely is a website tightly integrated with other marketing activities such as direct mail and print advertising. Ideally, a company will drive prospects to specific URL's to accept an appealing offer that might have been presented in a direct mailer or advertisement.
3. No Search Engine Positioning (SEO)
In addition to the above point, very few companies have invested the proper time or effort into being effectively positioned in the major search engines. Once built, most people assume that the Search Engines are all rushing towards their website, blinded by an overwhelming lust to spider the new site. To their shock, they eventually find that while they want to be in the Search Engines, getting there is not an automatic process. Although Forrester Research tells us that 80% of all Internet users visit the search engines, our own research shows that fewer than 10% of companies have done anything to position themselves effectively. Usually, there are excuses for lack of search engine marketing... most commonly, "we don't really feel that our particular audience would be looking for a solution in the search engines".
4. No Strategic Capture of Prospect Data
We always ask if companies are capturing strategic data from prospects that visit the site and hear "We have a Contact Us form." When is the last time you filled out a Contact Us form? Contact forms are not strategic. Case studies, white papers - use anything you can to get the prospect to ask for info - then nurture them over time if they aren't sales ready today!
5. Misconceptions Based on People Using Themselves as the Focus Group
Remember, it's not your individual opinion that should drive the creative design for the website. The website should be created for the customer in mind. A site should have some unique flavor, and personal preferences aren't completely disregarded. But we must conform to some standards of usability and habits, and be creative around them.
6. Lack of Ongoing Activity Analysis
Website log files contain a tremendous amount of data. Usually, too much for a typical marketing person to have time to analyze. As a result, key metrics are rarely defined, and no data ends up being monitored and analyzed. Do you know the definitions of the most common metrics any web manager should be looking at? (Visits, page views, visitors, hits)
7. No Content Management System
There is no reason to have content that is outdated and stale. A content management solution can be implemented very affordably and allows a company greater control over their site. It allows non-technical people the ability to control content. Most good sites today are built with a content management system.
8. The Neighbor's Nephew as Web Strategist
"I realize that we're a $50 million company with hundreds of customers, but I really think my neighbor's nephew who just finished a web course can handle our company's web strategy. The old adage "You get what you pay for" holds very true on the Internet. Experience, expertise and customer service are the value propositions a consultant/developer should bring to the table.
9. Focusing Too Much on the Technology
Websites are not technology - integrating them with CRM or ERP systems are very technical issues and should be treated as such. But building a website is a function of marketing. In today's world, a website is a marketing tool - whether it be a lead generation tool, sales support tool or a client extranet. Once you know what kind of server environment and language you will be building in, there are few technical issues that will be popping up.
10. "We don't believe in requesting data from visitors, or using it for e-mail marketing." "People are getting enough spam, we don't want to annoy them even more."
If your site does not attempt to capture the name of an interested, qualified visitor, then what is it really doing? Being prompted for a small amount of information in order to receive some valuable offer in exchange does not annoy people. (In fact, many of our clients have seen increased leads after implementing some registration processes). Furthermore, opt-in e-mail marketing (to those who gave you permission to send information occasionally) will not be viewed as spam, and will, in most cases, generate higher response rates than seen with any other marketing activity. Response rates to opt-in e-mail marketing in the range of 10% - 30% are not unheard of at all.
To measure how strong your brand is copy and paste: (http://brandidentityguru.com/bightml/brandmasterpiece.html). Then click "Take the brand strength test". This is a short survey that measures the strength of any company's brand. It's a great tool to see where you are today.
Scott White is President of Brand Identity Guru (http://www.brandidentityguru.com), a leading brand consulting and market research firm located in Easton, Massachusetts, USA, near Boston. Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation.
Over the course of his 15-year branding career, Scott White has worked in a wide variety of industries: high-tech, manufacturing, computer hardware and software, telecommunications, banking, restaurants, fashion, healthcare, Internet, retail, and service businesses, as well as numerous non-profit organizations.
Brand Identity Guru clients include: Sun Life Financial, Coca Cola, HP, Sun, Nordstrom, American Federal Mortgage, Simon (America's largest shopping mall manager) and many others, including numerous emerging growth companies.
Scott White is a very enthusiastic speaker and has the gift of being able to explain the principles of branding in a compelling and entertaining manner so that people at all levels can understand.
Lincoln Stretch rentals Alsip ..If you need a web designer, but have no clue... Read More
When considering whether or not to incorporate Flash into your... Read More
Typos, misspellings, hideous grammar, exclamation overkill and run-on sentences all... Read More
So, what's in a website design anyway? And, how do... Read More
I'm not a professional web site designer and openly admit... Read More
The first immutable law of effective navigation: It's gotta be... Read More
Projecting a professional image is paramount to your website's success.... Read More
Content is undoubtedly the most important element of a website.... Read More
An application is not ready for use unless you have... Read More
They say the eyes are the window to the soul.... Read More
When building your website you might not have a large... Read More
The title tags of your web pages are more important... Read More
If someone doesn't know you personally, will they trust you... Read More
Gone are the days when you had to rely on... Read More
We've all seen them. Poorly designed web sites that make... Read More
Do you have a website? If so, you need an... Read More
Let's face it. Building a web site that browses consistently... Read More
It's a fact, Page Not Found, known as a 404... Read More
The solution lies in creating a 'Database driven website', through... Read More
Good websites stand out from the masses of boring, hard... Read More
You have identified that to have an internet prescence would... Read More
Web advertising has taken many forms, including those that appear... Read More
Marketing is not an easy skill to acquire.It requires patience... Read More
Due to the large number of people offering web design... Read More
What is the relationship between Marketing and Web designing? How... Read More
Western Springs shuttle limo ..What dollar amount does your web site contribute to this... Read More
Well, you've got your product, started your home business, and... Read More
If you are anything like me, your website is a... Read More
The great debate: how much copy you should have on... Read More
"Oh, my eyes, my eyes! What an eye sore. Quick,... Read More
The problem with designing your site as a graphic, is... Read More
You have probably viewed many Flash-based components while surfing the... Read More
Creating a web site takes thought, planning and execution. Unfortunately,... Read More
Ever browse across a website that took ten million years... Read More
When you design a website how do you start ?Do... Read More
(1) Create a Direct Response Website, with the minimum number... Read More
One visit does not make a sale. Be sure to... Read More
My site is working fine. The links work. Content is... Read More
Your web site is like your car. Both are significant... Read More
It is common sense.The more time people spend at your... Read More
The Psychology of ColorAre you using the best colors for... Read More
A question we frequently get asked is, "how do we... Read More
When JV Media Design was formed, the year was 1995... Read More
I get the occasional web design lead from my website.... Read More
QUESTION: We promote our web site in all our... Read More
I often wonder how serious people are when it comes... Read More
Imagine spinning someone around so profoundly and for so long... Read More
Choosing a web designer can seem like a daunting task.... Read More
Ecommerce is just exploding right now on the Net. More... Read More
This article may come as a surprise to you.Especially since... Read More
Web Design |