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More Profitable Websites
Posted by Janet Attard
A surprising number of mid-market businesses do a really poor job of making their websites good marketing tools. There are dozens of reasons why, but Karen D. Schwartz, writing for eWeek Mid-Market has hit on some of the most important in this article.
I'm one of the people quoted in the article, and the points I mentioned are some that I see over and over again on small business sites.
Sometimes the cause is that the business wants to look "cool" or look like a megacorporate site. Sometimes it's the ego of the top excecutives or owners, and sometimes the problems are the result of bad advice or a web company more interested in design for design sake than they are in designing a website that will help the client's marketing efforts. And sometimes, it's a matter of the company just not providing the web developer with a good enough description or copy for the website.
Posted on June 19, 2008 at 4:40 PM
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It is unfortunate that the average business’ website is such a poor marketing tool.
A lot of it really does boil down to two problems:
1) As you mentioned, many website designers are good graphics designers but measure their design by aesthetics only, compromising effective sales generation.
2) Unrealistic expectations leads to companies being satisfied with bad designs because they expect to be able to achieve outstanding sales merely by having a website.
A good website should…
- Offer great products and services
- Be uncluttered and professional
- Answer ALL customer questions
- Have educational articles and other engaging content
Only by accomplishing all of this will a website generate consistent sales.
Best,
Ayo
Posted by: Ayo Ijidakinro on June 19, 2008 at 7:07 PM