Junk just gathers dust
Web designers are in the business of selling web designs. That’s the first principle of company for a web design company, as it is for many other types of businesses. There is nothing new here except that the entire purpose of a web site is to produce business for the owner, and a site just gathering dust doesn’t do that.
No one claims that a web design needs to create direct sales for any business but it must connect with the company owner’s market and participate that marketplace. If the site doesn’t connect with the market it is just junk collecting dust. It might be a gorgeous piece of work but it’s still collecting dust.
Part of this problem is our responsibility as small business owners. We didn’t go to a web designer and say,”I want a web site designed for my web market.”
Instead, most small business owners say,”I need a web site designed for my company.”
Our market doesn’t care about us
The difference is about the attention our words create and the intent that provides to a job. And when the focus is on our business it’s not on our market. Thus, we end up with something we’re thrilled with although our economy is not impressed and doesn’t care.
What our economy cares about is their problem, not the appearances of the web site. They aren’t likely to share our website with others because it looks cool, but they will share when our organization website helps them and educates them about our industry and how to make the best choice for their needs.
Are we being educated on our marketing choices?
The chances are that our web designer does not really need to go there. Instead they jump right into giving us a great look at their portfolio and suggesting how they can customize and come up with something totally original for us.
But it is not really our fault. We proceed to experts to get the best information and all too often we are talking to a professional that has a conflict of interest. This is where the web designer is advising us about the very product they sell. We might never get clear information about what all our choices are.
If the discussions never touches on the minimal cost, or no cost, of”Pull Marketing” then we are not getting all of the available choices.
If the conversations never come around to discussing the differences between a demographic market and a virtual market then we’re not seeing our real needs.
If the conversations never get around to discussing how to establish a marketing profile for our web market (not just guessing about our digital market) then we are not getting to use the very best of what a web site can offer our business.
And there are more if’s that the web design industry doesn’t talk about. Web designers don’t speak about our market other than to ask us to describe them. So most small business owners end up with a beautiful site that is headed for the scrap heap from day one.
To design for our internet market a design company would have to know how to discover things about our digital market that even we do not know. Web designers need to know our market’s shopping habits, what our market values the most and which values we have in common with our market. But web designers, trendy or not, do not give us any of this.
This is only another term for psycho-graphics. Segmentation divides a whole geographical or national market into 7 segments where each has a psychological profile that describes the sections shopping habits, values, likes & dislikes as well as general beliefs. These are better tools to work with on the net.
We could also stand back from our own business and ask that company a few questions to find things about the market it serves.
Does our firm provide solutions for a market?
Does not our experience include the pain and distress our economy feels?
Can we name our economy’s biggest problem?
Once we have put words into the solutions we provide and for who we provide them for then we are well on our way toward knowing who our web site should be designed for.
We don’t have to accept trendy web designs which have no appeal to our market. These just sit and gather dust. Also See clothing web design. We want a site that engages our marketplace and this means engaging our economy.
It is like saying,”If nothing changes… then nothing changes.”
If our web site doesn’t engage our market it’s just junk
And it’s our job to make sure that our web designer will think about our market and what is perfect for our economy but we should not really expect this to happen. The reason for this is that there isn’t any one that knows more about our company than we do, but we will need to quit listening to the professionals who are only considering us.
A professional web designer might not deserve all the blame for crap website, except that they’re the self proclaimed experts and they hope that we’ll listen to them. Therefore, the first rule of hiring a web professional is to not let them design our web site.
There is, obviously, a great deal more to learn about our digital market and the way they think, what their shopping habits are, what their values are and what they think in. There isn’t room in one article to cover the net as a virtual market or market segmentation to develop a market’s profile. You’ll get this information in other articles.