Why Your Website May End up In The Recycle Bin
Far outstripping any other call, or contact that I get is the request to develop a simple site or a 5-10 page brochure site. This is by far the most popular site that I get calls about and requests to design on a regular basis. The request generally comes from people who want to advertise their business on the web and want a URL to add to their advertising, business cards and collateral. Generally the expectation is that I can design it for the price of a cup of coffee but I have spewed my vitriol on this elsewhere so read that some other time.
I can create a working 5-10 page website in approximately 3-5 days for most customers. If they want specific logos then it may take a little longer. If they can supply materials such as product messaging and images that reflect their business this eases the process greatly. The typical site comprises the usual standard page layout 5-6 menu items across the top, contact form and some product information. Unfortunately these sites are really really NOT the way to go. People tell me to develop the usual type of site that they see out there. What they will end up with is a website design that looks well but will fail them as a business tool.
The Recycle Bin for Websites
I do try and set expectations with customers that this effort alone will not help them grow their business. The site will look well (at least I think so) will have relevant and up to date information but the only real traffic to the site will more than likely be direct traffic (people who see the URL and perhaps type it in out of curiosity or need). Their site statistics for traffic after a couple of months will prove this point. They typically show single digit traffic (I call this family and friends traffic) and an occasional bump due to some mention in advertisements somewhere.
So the website in the above format is probably as useful to them as a brochure that comes through your letter box. We know what people do with these. In Ireland we put them in our recycle bins! The website is not being effective for them. So what should they do?
Website Tips to Keep You Out of The Skip
I am a poet and I do not know it!
The site design is then setup to reflect the business and the agreed SEO approach. A good content management system can help to ease the process of regular updates also. It is is so important to think about what the end customer wants when you are developing your content and not just doing a site that is like the previously mentioned brochure.
An Example (Fictional)
They should look at who comes through their door on a daily basis. As a start I can think of at least 3 customer types. the mother with young child looking for a bike for their kid to toddle up and down the street outside with all the accessories (helmet, bell, elbow pads). The teenager looking for a mountain bike to bomb around with their friends, again their parents are probably paying for the bike so the site should be a targeting both of them. Finally (well for this list) there would be the road racer looking for a high end racing bike for either racing or fitness.
The astute customer would set up the site to address each of these customers and ensure that they can access what they need and have content and pricing to reflect this. I would actually throw out (or put far way in a footer link) the About page and any other non selling pages (bar contact) and replace them with top level menus that are reflective of the customers above and build their content on this premise. Then with their SEO plan they can direct people to the right content and have the beginnings of an Internet strategy.
Finally there is nothing wrong with doing a simple 5 page website for a budget. But for a low budget of time and effort you really do get a low budget result in the end.
Related posts:
- Standard Website Content
- Marketing Your Website – Last Few Apples
- Please Fix My Website!
- How Much Will My Website Cost?
- Is there a Secret Website Design Celtic Tiger?
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