Have you ever noticed one of those business card printing kiosks? There’s one at Victoria Station.
Have you ever wondered why they are rarely, if ever used?
The reason is quite simple – the cards they create are embarrassing.
Most business people would prefer to fall into a large hole in the ground should they ever have to actually consider sharing one to someone else.
Even if the business owner in question has a thick skin and doesn’t particularly care about other people’s opinions, the message these cards communicate is one of lethargy and disinterest, price before everything else.
From the cheap card, to the low quality printing, from the limited fonts to the over-used themes – these cards undermine rather than support a business.
And, so it is with websites. In fact, it’s worse, because with a website you never see the reaction of a visitor to your website. It’s hidden from view, you can ignore it and not even bother measuring the traffic to see whether visitors like your website, or not!
And now, just like the business card kiosk, you can build your own website without any help from a designer or developer. In fact there are a number of businesses supplying these kinds of sites.
It is true: you can spend very little on getting your very own website live from any number of suppliers.
But, let’s just pause for a moment, and go back to the basic question: what is your website for?
If your answer is to put off visitors, cheapen your products and services, reduce your opportunity and communicate carelessness – then go ahead, do it yourself.
It’s rather like getting a cheap suit for a wedding: on the plus side, it is a suit and therefore you have fulfilled the criteria for the wedding. However, isn’t it always the case that the person who is least aware of the way they look is, of course, the suit-wearer? And those most embarrassed are their close friends and family.
If you ever want your website to do anything more than just occupy a domain name, then please take it more seriously – otherwise it will offer you exactly what it deserves to: absolutely nothing in return.
Driving traffic with no clear understanding of revenues or profitability
Intent led, tracked and accounted for profitable marketing spend
An unsteady flow of low-quality enquiries yielding little business
Motivated enquiries, in the buying cycle, who fit your ideal target market
Business critical tasks relying on staff time, subject to user error
Make processes more efficient, thorough, predictable and measurable
I spend most of my development budget fixing errors and bugs
Fast and reliable cash-generative e-commerce and lead generation websites
My organic traffic is not translating to the bottom line
Rankings with purpose, targeting your converting keywords
Dated branding which doesn’t match the quality of your business
Modern, digital, flexible brand, guidelines, messaging and identity
Low resolution homebrew quality with little impact
Short, sharp videos designed specifically for the right media channel
Marketing visuals that fail to engage your audiences
Smart, precise imagery demonstrating design with purpose
Lack of regular contact with previous customers and clients
A clearly segmented customer base with fine-tuned strategies for repeat business
I have analytics, but it doesn’t help with our decision-making
A connected analytics layer providing confidence in tactical and strategic marketing work
Vaguely written aggregated words with little meaning
Refined, considered and targeted persuasive copy with calls to action
Finding it a challenge to come up with quality ideas and engagement
Well-considered, precise, relatable and polished content
Occasional ad-hoc generic email communications
Focused varied marketing content, adapted to suit customer profiles
A store where most of your budget fixing bugs and maintaining
A store where the stock, turnover, margins and yield dwarfs the marketing spend
Leads and customers are mainly in spreadsheets and inboxes
Win and retain more business by selecting the right CRM and systems