mistakes our research has uncovered:
Visitors do not know what it's all about, or worse.. what's
expected of them. Remove all clutter
not related to selling your special service. Such as hit counters, weather, news-feeds and
Me, Me, We, Us, Our..... It's NOT about YOU. It's about the customer.
And their problems, desires and needs. Potential clients really don't care WHAT
you do, or HOW you do it - only what's in it for them.
we study disregard common, proven successful sales tactics. This is
perhaps easy to understand, since sites are easy to set up and usually
designed by either tekkies or attorneys lacking experience in
notes we made:
There is little relationship between quality and
success. Some successful sites we studied paid as little as
$10 per page, others spent thousands. It is difficult to figure out
where the value is. Many successful sites are deceivingly simple and
created on the kitchen table. But they work. Some law firms have spent
tens of thousands of dollars on their sites - but producing very few
clients. They might "look great" but if they don't produce... what's the
It would be easy to say that if you have a beautiful site people will
flock to it and stay. But that's not true. If your
competitor's site lets people do more and get more value you will be
stuck with a pretty site that sits there gathering cyberdust.
Owning FrontPage, or PageMill or NetObject's Fusion does not
make a person a web designer. Although design is important, it is the content
that sell your site. Words sell better than graphics. Every time.
Most sites completely disregard business objectives.
Designers are proud of their web sites. No matter how low on
the practicality scale the site is. This makes it difficult for the web
owner to understand that a different type of change is needed.
have any regard for how the average target visitor will react to the