The results of a website makeover are often disappointing writes STW Group columnist Alex Campbell. If no one cares about your new website, the lack of a well thought out strategy is usually the culprit: “No matter how good your website looks or how compelling your content is or how clever the technology behind it is, if your strategy is wrong then nothing else matters.”
Campbell offers up a rundown of 10 common mistakes. Here are some highlights:
“Egocentricity – Far too many corporate websites seem to be designed around their organisational structure rather than their customers’ needs.
“Diffuse identity – What is your site’s value proposition? Do you know? … You need to tell your users straight away why they should spend their time on your site rather than somewhere else.
“Listening to tech people – Understand what your customers need first, what your business is trying to achieve second, and your strategy for meeting both their needs third. Then figure out the best technology solution.”
For my take on the biggest website mistakes download a copy of my 17-page e-book Your Website Sucks.
Charles Cuninghame – Web Copywriter
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