DISQUS

Build A Solo Practice, LLC · 2 years ago

<trackback>How Do You Design A Website?
I just got through teching my class the elements of design for a website, purpose drives design and this post from Duct Tape Marketing get posted! John Jantsch concurs that a website/blog is an extension of an already overarching strategy</trackback>

Scott Meade · 2 years ago

Well stated. The trap of "mirroring current in trends and shiny new web toys" is especially prevelant in my field, small software companies. But whatever field one is in, you just cannot stress enough the importance of building your company's website for your customers - not for you - and for your marketing goals. I have actually heard business owners say "I don't like 'long-copy' sites" or "I know an ad here would provide benefit to my readers and marketing tie-ins for me, but I don't want ads on my site", etc. In my opinion, business owners (myself included) spend too much time worrying if their website is putting forth the "image" the owner has of their company and almost no time at all on optimizing for customer satisfaction and marketing. Glad to see you offering folks a chance to see how to implement a solid marketing plan.

College Marketing 4.0 · 2 years ago

<trackback>Build A Useable Website, Then We'll Talk
What is the purpose of your website? Is it to drive traffic for ads? Is it to get click through on AdSense? Is it to garner a community? Is it to sell a product? Education? Don't Know? The guys at</trackback>

John Jantsch · 2 years ago

Scott,

Maybe more emphasis should be given to CEO than SEO - you know, Customer Engine Optimization!

Dawud Miracle · 2 years ago

Nice post John. Since I work exclusively with service-oriented small businesses, I see this a lot. Way too much emphasis put on the 'look' of a site by the site owners. What's worse is when the site owner wants what they want and not what works for the audience - regardless of suggestion. Clients need to learn that they're not building a website for themselves - they don't need it. They're building their website for their target audience - who need their services.

Personally, I've transitioned a lot since building my first website 1998. I've learned a ton about business development, marketing strategy and niche market positioning. I bring all that to my clients. Yet it's interesting how little most clients seem to know about their audience's needs and wants. I try to help them bridge that gap so that their site actually has a chance to meet their business goals.

Jim Durbin · 2 years ago

I think it's important to differentiate between "look" and "useless clutter that sounds good."

A well designed site is essential for creating a sticky platform for your marketing, and if it doesn't have the right "look," you're not going to generate the results you want.

Simplicity is the new trend, but that doesn't mean lack of sophistication. A better measure for a company is to look at the value of their website, and then determine if they have the type of brand that requires a professional site, versus one they can create cheaply.

A typepad template may be enough for a small business where the owner is the main salesperson and his or her personal ethics and skill are the main sell, but an e-commerce site that sells high-end clothing has to be consistent in its design from the entry page to the shopping cart, or the drop-offs will cost them a pretty penny as people get nervous about using their credit card.

I think the problem is often a lack of understanding of the purpose of a website, or perhaps irrelevant goals (traffic versus sales - High PR versus sales, video versus a clear message).

The key is, like Dawud and John said - knowing your business goals before you look for a designer. A good designer knows they need those goals before they start looking for a concept.

Leila Johnson · 2 years ago

Hi John,
What a timely post. I just finished giving a presentation to nonprofit organizations on Web site development. We discussed the importance of focusing on your audience before focusing on the bells and whistles for the site.

Well said - Customer Engine Optimization. I'll have to refer to that in the next presentation (and give you credit, of course).

Your book is great, by the way. Thanks for sending it!

Prime Advertising &#038; Desig · 2 years ago

<pingback>...makes a lot of sense and another on What’s An Appropriate Web Site for Your Business?, that focuses on content being the true value ...</pingback>

Prime Advertising &amp; Design · 2 years ago

<trackback>Tips That Stick: The Duct Tape Marketing Blog

Author and blogger John Jantsch provides a great small business marketing blog at The Duct Tape Marketing Blog that is worth checking out.  John’s book, Duct Tape Marketing, has been out in stores and available online since the fall of 200...</trackback>