Archive for November, 2011


Monday, November 7th, 2011





Keep this in mind as you evaluate your own web site.

Have you ever been introduced to people who tell you their name and what they do?  They give a fairly good explanation. But in the end, you walk away and have trouble believing what they said.  Your intuition says something isn’t right.

Conversely, you meet other people and like them immediately. You want to get to know them better. They seem to be experienced in their field.  They like what they do.  They’re proud of their work.  They’ve been successful in their efforts.  And they’re interested in you.  You want more.

Back to my point.  I just finished reviewing the web sites of four big international companies.  I was asked to assess how a company entering the U.S. market for the first time should use a web site to help in their initial marketing and sales efforts.  I started with a review of how four competitors used their existing sites for the same purpose.

The results were surprising. I expected “Dynamic”.  “Successful.  “Exciting and interesting issues.”  What did I get?  Overly technical.  Looked like each other. Little color. Lots of copy. Stock photographs.  Difficult to find basic answers to basic and simple questions.

Here was a real opportunity to stand out. To be focused. To be interesting and relevant.  Why they missed the mark is the fault of many people who should know better.  But I suspect the primary reason was that they really weren’t interested in talking to someone from the “outside”.  They were more interested in talking about what they wanted to hear from the “inside”.

Web sites work at their best levels when they address people new to their site.  Customers have other networks to find information they need.  And employees are able to find company information through other avenues.

My conclusion:  Here is a great opportunity for a new company to come into the communications arena with a focused, on-target, exciting message, and very quickly establish a believable and important presence.  Because the competition isn’t doing the job at all.