Why Most Small Business Web Sites Fail

By: Vernon Smith
Submitted: 2007-01-17 14:55:55
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Google have built a multi million dollar business on one core simple yet powerful concept that can be summed up in a single word....

Relevancy

The tragedy is that the vast majority of small business web sites have not only missed this concept, but actually work against it and fail to perform as a result!

Make sure you understand this concept and you will be streets ahead of the vast majority of your competitors ;-)

SOME BASIC MARKETING CONCEPTS TO DEMONSTRATE A CRITICAL IDEA

1. A confused mind never makes a decision - especially a choice to purchase!

2. The customer has a problem or a need not an interest in you!

3. People buy when they feel comfortable and ready

4. Trust is the key

5. It takes an average of seven communications to create a sale

Go take another look at your web site (if you have one) and study it from the point of view of your existing & potential customers, as you do so, ask yourself the following questions:

• Is your web site focused on the core problem or need of your prospective customer? (an existing customer is still a potential customer - you don't have a right to their patronage!)

• Does your web site communicate the benefits of what you offer in solving that problem and meeting that need?

• Is your web site clear, simple and uncluttered?

• Does your web site compel the visitor to interact with it?

• Does your web site provide 'high value' information that will begin to build trust with your customer or is your web site stuffed full of 'low value' sales and marketing blurb?

Now go check out the sites of a couple of your competitors - how good are their web sites at customer relevancy?

The principle is clear - most business web sites fail because they aren't designed and focused on the core need of their prospective customer - they fail the relevance test BIG TIME!

It is 'the classic' business owner / web designer error - we are all consumers of brand marketing, therefore we are all experts at marketing! We respond to certain 'triggers' therefore our customers will respond to the same triggers! Well, your web designers are probably just that - web designers, not marketing experts! As for you? as a business owner - you will eat, live and breath your product or service - you will have a passion and an understanding of it based upon years of commitment!

Guess what, your customers don't! They have a need or a problem and they want a solution, that's all, nothing else matters to them, everything else distracts them from evaluating your offer and making a decision to act. You need to educate and focus your potential customers on your solution to their problem. As a general rule, they wont be interested in your 'brand', your history, your news, your team or any other confusing irrelevant twaddle - relevancy!, relevancy! relevancy!, simple to understand, hard to achieve, worth the effort!

If you are starting to feel that your web site could do better, or if you're beginning to wonder if it's time you got your business on line - GREAT!

You're already streets ahead of the majority of your competitors, who probably haven't given their web sites much thought (or gone and looked at them) since the last time they had a redesign.

You need to join web wisdom NOW! keep your momentum going, and begin to receive more relevant, success critical information to ensure your business continues to build from a strong marketing base. Register now! It’s FREE and it's valuable to you....

Thanks for reading

Vernon Smith

Vernon Smith is a UK based integrated marketing expert, combining both web site, internet and traditional marketing strategies for small and medium sized businesses. You can find out more at web design for marketing or by visiting www.webwisdom.co.uk This article may be re-published on your web site, newsletter or ezine provided this resource box is included.

Vernon Smith is a UK based integrated marketing expert, combining both web site, internet and traditional marketing strategies for small and medium sized businesses. You can find out more at web design for marketing or by visiting http://www.webwisdom.co.uk This article may be re-published on your web site, newsletter or ezine provided this resource box is included.

Article source: Expert Articles