DIGITAL DOMINANCE (PROBLEM #1) BRENT LOLLIS
When you know what the point of your website is, it’s
much easier to set it up in a way that moves you
toward the right goals.
Think About the Match Between Your Market
and Your Business
Going beyond the goal of your website, there should
To someone who doesn’t have a lot of experience
be a commonsense fit between who you are as a
with web design, this can be a perplexing situation.
business, what kinds of customers you want to
On the one hand, you certainly don’t want to spend
appeal to, and the way your pages look and feel.
money revamping your web presence again and
again if it isn’t going to make anything better. But on
In other words, the look of your website should
the other hand, what’s the point of having a website if
match the tone and message you are trying to
it’s not bringing you new customers?
convey. Are you a premium company that the best
customers look for, a local business that’s known in
If you aren’t sure whether your website is actually a
your community, or a value outlet that customers turn
good match for your business or not, here are some
to for the lowest prices? Each of these is a distinctly
things you should consider…
different business model, and they all lend
themselves to different web design approaches.
Know the Goal of Your Website
You can have a great website, but if it isn’t right for
It’s pretty much taken as a given that every business
the marketing personality of your company, or if it
needs a website, but it’s not always clear who the
doesn’t resonate with the buyers you want to attract,
website is for, or what it should do. These are
you’re never going to be successful online.
important questions to answer, however, because if
they aren’t, your online home becomes little more
than a brochure.
There are probably lots of different things you’d like
your website to do, but try to narrow in on one specific
goal that your pages should solve. Do you want them
to generate sales over the internet, to convince a
certain kind of buyer to pick up the phone and set an
appointment, to raise awareness about your products
and specials in the local market, or something else?