Web-site designers are in the business of selling web designs. That is the first principle associated with business for a web design firm, as it is for many other types of businesses. There is nothing new here except that the whole purpose of a web site is to create company for the owner, and a site simply gathering dust does not do that.
Nobody says that a web design needs to create direct sales for any business but it must connect with the business owner’s market plus engage that market. If the web site doesn’t connect with the market it is just junk collecting dust. It may be a beautiful piece of content but it’s still collecting dirt.
Part of this problem is our obligation as small business owners. We didn’t go to a web designer and say, “I need a web site designed for my web market. ”
Instead, most small business owners state, “I need a web site designed for my business. ”
Our market will not care about us
The difference is about primary our words create and the purpose that gives to a project. And when the focus is on our business it is not on this market. Thus, we end up with some thing we are thrilled with even though the market is not impressed and will not care.
What our market cares about you about is their problem, not the looks of our web site. They are not going to share our web site with others because it looks cool, but they will share when our business website helps them and educates them about our industry and how to associated with best choice for their needs.
Are all of us being educated on our marketing options?
The chances are that our web designer won’t really want to go there. Instead they will jump right in to giving us a good look at their portfolio plus suggesting how they could customize plus come up with something totally original for us.
And our fault is that we all go for this – not knowing much better.
But it’s not really our fault. We go to experts to get the greatest information and all too often we are talking to a professional that has a conflict of interest. This is where the web designer is advising us about the very product they sell. We may never get clear information about what all our choices are.
If the conversations never touches around the low cost, or no cost, of “Pull Marketing” then we are not getting all of the available choices.
If the discussions never come around to talking about the differences between a demographic market and a virtual market then we are not seeing our real needs.
If the conversations never get around to discussing how to define an advertising profile for our web market (not just guessing about our virtual market) then we are not progressing to use the best of what a web site may offer our business.
And there are a lot more if’s that the web design industry will not talk about. Web designers don’t talk about our market other than to ask us to describe them. It is so much simpler for them to design something for us. So most small business owners end up with a beautiful web site that is headed for the scrap pile from day one.
To design for our web market a design firm would need to know how to discover things about our virtual market that even we don’t know. They would need to know about virtual markets and why they are different. Web designers need to know our market’s shopping habits, what our market values one of the most and which values we have in accordance with our market. But web designers, trendy or not, don’t give us any of this.
The solution is in market segmentation
This is just another term for psycho-graphics. Segmentation divides a whole geographical or even national market into 7 segments where each has a psychological user profile that describes the segments shopping habits, values, likes & dislikes as well as general beliefs. These are much better tools to work with on the web.
We could also stand back from your own business and ask that company a few questions to discover things about the market this serves.
Doesn’t our business offer solutions for a market?
Doesn’t our experience include the pain and problems our market feels?
Can we all name our market’s biggest issue?
Once we have put words to the solutions we provide and for who we offer them for then we are well on our way toward knowing who else our web site should be designed for.
All of us do not have to accept trendy web styles that have no appeal to our market. These just sit and gather dust. We want a site that engages our market and this means joining our market.
Read that last line again. It’s like saying, “If nothing changes… then nothing changes. ”
If our website doesn’t engage our market it’s just junk
No matter how beautiful and pleasing it is to our eyes.
In fact it is our job to make sure that our web designer is going to think about our market and what would be best for our market but we shouldn’t really expect this particular to happen. The reason for this is that there is no one that knows more about our business than we do, but we have to stop listening to the professionals who are just thinking about us.
A professional web designer might not deserve all the blame for junk web site, except that they are the personal proclaimed experts and they expect that individuals will listen to them. Therefore , the very first rule of hiring a web expert is to not let them design our own web site.
There is, of course , a great deal more to understand about our virtual market and how they think, what their buying habits are, what their ideals are and what they believe in. There is not room in one article to cover the internet as a virtual marketplace or marketplace segmentation to develop a market’s user profile. You will find this information in other articles.