Fire Your Website Developer For Artistic Nonsense
In today’s digital world, which has been accelerated by the pandemic, websites are crucial to survive and thrive in business. As the great football coach Vince Lombardi said, Winning is not everything. It’s the only thing. Your company’s website must be a winner as defined by generating a business opportunity and not by art. Now, art is certainly a key ingredient of a successful website, but not the most important one. To win at the business game, a website must get customer benefits into the consumer’s mind quickly and efficiently.
People and companies buy to improve their world through a purchase. The essence of marketing is to show the consumer how this change will occur. If they believe you, then transactions are made. If not, an opportunity was wasted. A tour of the digital marketplace reveals a swamp of dysfunctional websites designed by self-centered website developers, who are more interested in looking good than moving the e-commerce needle.
In an attempt to capture the attention of younger consumers, companies often make the tragic mistake of accepting the misguided notion that if a website has an attractive and modern look, customers will walk right to your door. However, customers of any age will not stay on a website, making navigation difficult and finding essential information a chore. Visual buttons, learn more options, and phone numbers should be abundantly visible on the home page.
Are you as tired as I am of searching through an entire website to find a phone number? Getting a phone call from an excited customer is a gold nugget. There is an opportunity to gain a customer and potentially win the most valuable prize of all. A raving fan, who is satisfied and excited about his business and becomes a walking and talking billboard to promote his company for free. To find these customers, your home page must reach them in an emotionally compelling way and generate a positive impact in less than five seconds. Without these kinds of moments that happen hundreds of times throughout the day, your website is worthless.
If you want to be more artistic, spend your Saturdays in an art gallery. Don’t let artsy hipsters ruin your business trying to make themselves and your company look cool. Step away from your gimmicks and Instagram-fueled frenzy and focus on time-tested, practical principles that generate income. Long before the Internet was the advertising medium, which has wrestled with the same concerns.
Slowly focus on the client. How can we improve your world and improve your life? Use the website’s tools to fuel your enthusiasm with downloads of brochures, video clips, white papers, and engaging content of any kind. Content is king and Google will reward you with much higher search engine rankings by continuously publishing internet-friendly content. Just be a good digital neighbor. Increase practicality and decrease art to see your business grow.
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