I hate to break it to you, but no one cares about your website. It is NOT the center of the universe, despite what you hoped when you built it. That's not to say it isn't good, compelling, captivating or exciting. It's just that people don't use the Web the way we used to think they did. For example, no one has enough idle time to simply check out your company's website from time to time. Do you? Do you "surf the Web," in the way we all thought about it back in the 90s? Do you go from company website to company website, like changing channels on a TV, just to see what's new and updated?
Most corporate websites are glorified online brochures. They feature critical messages, value propositions and calls to action. And there's nothing wrong with that...to a point. But without a compelling reason to visit that site, it sits out there in limbo, like a sign reading "GOING OUT OF BUSINESS SALE" outside an electronics boutique in an isolated desert. Sure, it's there...there's value...and it sounds great...but who will see it?Continue Reading