You build a vehicle with awesome features. You paint it red but your customer wants it green. You try to sell the red vehicle but come across resistance. You call the customer stupid and go on trying to promote your red auto.
We all do this. We decide that’s what we need to promote. The customer on the other hand would like something else that fulfills their needs. We never stop to ask. Ever!
Every section of your website should have the ability to handle feedback that can then be incorporated within your website and other communication to give the customers what they need.
Feedback also allows you to stay ahead of your competition big time! Once the customers trust you and see changes in the website, they will be encouraged to give more important feedback that could change not just the website but even the working of the organization. Perception is everything, and you need to know at all times what the outside world perceives your organization to be. Once you have that data, it allows you to go ahead and make the changes you need.
Is Your Website Sitting In A Box?
How are you going to promote your website? While most websites rely on getting to the top of the search engines, you may not have that need. You may have a very specific targeted audience you want to reach. That audience would never search for your website online. They would have to know it, or never find it at all.
Companies print brochures and then make sure they go out. They build websites and it sits in the box undistributed. They hope, and this is a big hope, that someone will visit. It doesn’t happen. You have to figure out the distribution process as well, so that your website goes out to your target audience.
If It’s Worth Building, It’s Worth Improving
Most organizations make changes to their business to keep competitive. Yet, they think nothing of keeping the website stagnant for 50+ years. (Ok, I’m exaggerating, but on the web 1 year= 10 normal years)
Expect change to be inevitable. The website should be constructed so that it’s easily changeable and updateable. It should also not require a degree in rocket science. You should be able to update it while you’re sitting at a cyber cafe in the Bahamas while sipping your Caribbean Punch!
Understand that it’s inevitable and, like all marketing tools, this tool should be reviewed at least every 6-12 months and changed or reconstructed to meet current customer demands.
What Good Websites Really Do
1)It gives information, and builds credibility.
2)It builds the brand and allows you to earn off the brand.
3)It builds customer loyalty.
4)It allows customers to use it as a suggestion box. It’s not a perfect world and customers should be encouraged to let you know what can be fixed.
5)It should achieve basic marketing principles. It should be solving a problem and aimed at a specific target audience.
6)It should generate its own income like any profit centre. It should justify its reason for existing.
How To Create The Most Perfect Website
Think of these factors as important benchmarks for creating a website. If your website doesn’t do these things, you have to question, why not?
4)Feedback and Complaints
9)Meet the Basics of Communication
Websites Aren’t For The Organization. They Are For The Customer
Websites are a marketing tool. Use the principles of marketing to build and promote them. That of course, means having a target audience. Having a problem you can solve. Flag off that problem and then provide a solution.
Yahoo might be the wonder of yesterday but Google.com is the one that gets the most converts. Yahoo is trying to be everything to everyone, Google isn’t. Don’t get lost in the hype of technology because everything on this planet is based on psychology and emotion.
Most websites have no objectives at all. They have no target audience. They are created because it’s fashionable to do so.
Forget the fashion. Learn and understand the basics of internet marketing and communication. If you don’t understand the basics, get someone who can! Otherwise you’re doing what a zillion websites across the world do – Nothing!
If you would like to learn more about writing headlines go to http://www.writegreatads.com and sign up for my newsletter.