MARKETING TIP #128
Top Five Reasons Why Most Websites Fail (Part 1)
Every company - from the largest multinational to the smallest mom-and-pop shop - recognizes that the Web is among the most critical and cost-effective marketing tools available. Today, the Internet has evolved to the point that a strategically planned and professionally executed web presence can achieve a multitude of marketing objectives: branding, awareness, lead generation, sales, ... you name it.
Sounds great, right? Well, here's the cold, hard truth: the vast majority of websites achieve only a small fraction of their marketing potential.
But why? Why do so many websites fall so short? Why can't more capitalize on the clear opportunities presented by the Web?
Utilizing industry best practices, usability analytics, and North Star Marketing expertise, our interactive team found that of the many missteps that can undermine the value of a Website, five critical mistakes are the most common. In this Tip, we'll begin our countdown at number five:
5. "It's all about me" - Websites that fail will often focus on the company rather than the customer. These sites spend ample time and space addressing what an organization wants to say about itself or its products. But they neglect what should be a site's primary purpose: creating a compelling or useful experience for the visitor or prospect.
4. Lack of a clear plan - Everyone's heard it before: failing to plan is simply planning to fail. Still, most sites don't establish a clear plan to convert visitors to customers. They also neglect to set specific goals regarding traffic, lead generation and awareness. This leads to poor site structure, misguided content and other problems.
3. Poor messaging - All too often, companies spend too little time and effort on the critical details that actually convey meaning to visitors. They include irrelevant or sloppy content that muddles their message. Conversely, every single element of the successful website - text, headings, images, links and more - bolsters the brand and contributes to achieving larger goals.
In the next Marketing Tip, we'll round out the top five by revealing the two most common reasons websites fail.
In the meantime, take a few minutes to review your own website, and try to look at it through the eyes of a first-time visitor. Next, ask yourself a few questions: Does the site address the needs as a visitor? Is it effectively achieving defined goals? Does every element clearly convey key messages?
If this little exercise raises concerns, you may want to consider a more rigorous review of your website. North Star Marketing's no-cost Web evaluation can give you valuable insight -- and put you on the path to success.
P.S. To arrange your evaluation, contact me at firstname.lastname@example.org or 717-392-6982, ext. 100.
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