I am often puzzled by the fact that companies tend to spend tons and tons of money doing “marketing”, and when they finally got me to their website, there is nothing remarkable about it. As I pointed out here, getting traffic is the easy part; chances are, you can spend less money than you do today, and get more traffic to your site. The difficult parts are: 1) creating a product that will solve problems better than anybody else in the world, and 2) telling it to people.
Let’s assume that part 1 is taken care of. In the online world, the majority of part 2 is done through your website. All the Web 2.0, social media, and/or email marketing that you have ever done was probably just to get the potential buyers to your website as you try to persuade them that part 1 was true.
So if the message you are trying to convey is…
“our product is easy to use,” but your website is hard to navigate;
“we are different from our competitors,” but your websites look exactly the same;
“we truly understand our customers’ needs,” but your website doesn’t differentiate the most popular links from the unvisited ones;
“we want to solve your problems,” but your website yells, “show me the money!”
it doesn’t really help, does it?
I know you demand the best when building your product. Why do you often settle for average when building your website?
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