Web designers are in the business of selling internet designs. That is the first principle of business for a web design firm, since it is for many other types of businesses. Absolutely nothing is new here except that the whole purpose of a web site is to create company for the owner, and a site just gathering dust does not do that.
Nobody says that a web design needs to make direct sales for any business but it should connect with the business owner’s market and engage that market. If the 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 visit a web designer and say, “I require a web site designed for my web marketplace. ”
Instead, most small business owners say, “I need a web site designed for the business. ”
Our market doesn’t care about us
The difference is about the focus our words create and the intent that gives to a project. And when primary is on our business it is not on our market. Thus, we end up with something we are thrilled with even though our market is not impressed and will not care.
What our market cares about is their problem, not really 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 web site helps them and educates all of them about our industry and how to make the best choice for their needs.
Are we all being educated on our marketing options?
The chances are that our web designer does not really want to go there. Instead they jump right in to giving all of us a good look at their portfolio and suggesting how they could customize plus come up with something totally original for all of us.
And our fault is that all of us go for this – not knowing much better.
But it’s not really our problem. 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 all of 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 discussing the differences between a demographic market and a virtual market then we are not seeing our real needs.
If the conversations never get around in order to discussing how to define a marketing profile for our web market (not just guessing about our virtual market) then we are not arriving at use the best of what a web site may offer our business.
And there are more if’s that the web design industry will not talk about. Web designers don’t talk about the market other than to ask us to describe them. It is so much easier for them to design something for us. Therefore most small business owners end up with a beautiful site that is headed for the scrap stack from day one.
To design for our internet market a design firm will have to know how to discover things about our virtual market that even we how to start. They would need to know about virtual markets and why they are different. Web designers need to know our market’s shopping routines, what our market values probably the most and which values we have in keeping with our market. But web designers, fashionable or not, don’t give us any one 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 sections where each has a psychological user profile that describes the segments buying 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 business a few questions to discover things about the market it serves.
Doesn’t our business supply solutions for a market?
Doesn’t our own experience include the pain and distress our market feels?
Can we all name our market’s biggest problem?
Once we have put words towards the solutions we provide and for who we offer them for then we are nicely on our way toward knowing which our web site should be designed for.
We do not have to accept trendy web styles that have no appeal to our market. These just sit and collect dust. We want a site that engages our market and this means appealing our market.
Read that final line again. It’s like stating, “If nothing changes… then absolutely nothing changes. ”
If our web site doesn’t engage our market it can just junk
No matter how beautiful and pleasing it is to our eyes.
And it is our job to make sure that our website design company is going to think about our market and what would be best for our market yet we shouldn’t really expect this particular to happen. The reason for this is that there is nobody that knows more about our business than we do, but we need 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 people 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 learn about our virtual market and how they think, what their purchasing 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 market segmentation to develop a market’s user profile. You will find this information in other articles.