New Discussion: Who’s Flying Your Website?

Airplane 23

Let’s say that you’re in the Los Angeles International Airport, and are about to board a flight for New York City. You have your boarding pass in your hand, and you assume that the plane has been thoroughly inspected by a crew of licensed mechanics. You also assume that there is a licensed pilot in the cockpit. Would you board the plane if the reverse were true: the plane inspected by a pilot – and piloted by the mechanics? Probably not!

Altho your website is not a life or death situation, it should be treated as if it were a life or death situation for your business. Most of today’s websites are developed by web developers, programmers, and other very technically oriented people. So, they do work technically when they are on line. However, do they really work well when telling the message of your company – or attempting to sell your product or service? Probably not!

A company website – like that plane we talked about – has two different components – and they must work hand-in-hand to be successful. If you are telling your story, entreating your audience, and selling your product, or service, you need to develop your website as a marketing tool first. You need to present your company in a way that brings people into your world. Once you have developed your site as a marketing tool, then you need to make sure that it functions flawlessly on line, so that your audience will have a great experience and (hopefully) will listen to your message, and purchase whatever you are selling.


About Nate Marks

We live and work in a world of visual images.
This entry was posted in Branding, Business, Design, Marketing and tagged , , , , , , , , , , , , , , , , , , , . Bookmark the permalink.

2 Responses to New Discussion: Who’s Flying Your Website?

  1. Mike Willett says:

    Nate has hit to nail on the head, so to speak, and hopefully you feel a bit of discomfort. I, for one, am going straight to my web site and give some very important thought to it once again. If I’ve discovered anything in this electronic age, it is that web site in general are a mess, a failure in achieving what they were built for and completely out of touch with their market. That’s your fault, not the desigher’s, not your team, not your manager’s. Your business is your business. Are you paying attention, does your site speak to you, or do you wander around wondering what the heck the owning company is thinking or attempting to say.

    If your clients or prospective clients are spending much time at all attempting to figure out your message, you’ve failed. Sit down in front of your site, approach it from the direction of a potential or existing client that is not sure what you can do for them, then put yourself in their shoes. Would you ask for more? What would you ask for? This is communication 101, and many think they have traveled far beyond that stage, when in fact they never left the door step.

    Speak to your web site. Does it answer you? It had better, or shut it down and save a few bucks, ’cause it sure isn’t generating any.

  2. Mike Willett says:

    Right after reading Nate’s post on web site design, I discovered the following in my mail list right after it. It makes the case, and follows below. Give it some thought and then think about your web site. From: Dave > Subject: Why old Navy Chiefs can’t get a job > To: “Dave > Date: Monday, July 8, 2013, 8:00 PM > Job Interview:Personnel Manager: > “What is your greatest weakness ?”Old Navy Chief: > “Honesty.”Personnel Manager: “I > don’t think honesty is a weakness.”Old Navy Chief: “I > don’t give a damn what you > think.” Mike Willett Date: Tue, 9 Jul 2013 14:42:25 +0000 To:

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