Web designers are in the business of selling web designs. That is the first principle of business for a web design firm, as it is for many other kinds of businesses. There is nothing new here except that the whole function of a web site is to create business for the owner, and a site just gathering dust does not do that.
Nobody states that a web design has to create direct sales for just about any business but it must connect with the business owner’s market and engage that market. When the site doesn’t connect with the market it is merely junk collecting dust. It might be a beautiful bit of work but it’s still collecting dust. Thing about this problem is our responsibility as small business owners. We didn’t visit Web Design in Newcastle and say, “I would like a website created for my web market.” Instead, most small business owners say, “I would like a website intended for my business.”
Our market doesn’t value us. The main difference is all about the focus our words create as well as the intent that provides to a project. And once the focus is on our business it is really not on our market. Thus, we end up having something we are thrilled with although our market is not impressed and doesn’t care.
What our market cares about is the problem, not the looks in our website. They are not likely to share our website with others as it looks cool, however they will share when our business website enables them to and educates them about our industry and how to make the best choice for their needs.
Are we being educated on our marketing options? The probability is that the website designer doesn’t actually want to go there. Instead they jump right in to giving us an excellent examine their portfolio and suggesting the way that they could customize and develop something totally original for us.
And our fault is the fact that we choose this – being unsure of any better. But it’s not necessarily our fault. We head to experts for the best information and all of too often we have been speaking to a professional that includes a conflict of interest. This is where the web designer is advising us concerning the very product they sell. We might never get clear information regarding what all our options are.
For example: In the event the conversations never touches on the low cost, or no cost, of “Pull Marketing” then we are not getting each of the available choices. In the event the conversations never come around to discussing the differences from a demographic market along with a virtual market we usually are not seeing our real needs.
If the conversations never get around to discussing the best way to define an advertising and marketing profile for your web market (not just guessing about our virtual market) then we are not getting to use the best of what a website can provide our business.
And there are many if’s that the web site design industry will not discuss. Web site designers don’t discuss our market other than to ask us to describe them. It is far less difficult to allow them to design something for us. So most small business owners end up with a beautiful site that is certainly headed for the scrap pile from day 1.
To develop for the web market a design firm would have to learn how to discover things about our virtual market that even we don’t know. They will need to know about virtual markets and why they may be different. Web designers have to know our market’s shopping habits, what our market values by far the most and which values we have in common with the market. But web-site designers, trendy or otherwise, don’t give us any of this.
The solution is within market segmentation. This is just another term for psycho-graphics. Segmentation divides an entire geographical or national market into 7 segments where each one has a psychological profile that describes the segments shopping habits, values, likes & dislikes in addition to general beliefs. These are generally better tools to work alongside on the web.
Reverse engineer – We might also stand back from our own business and inquire that business a few questions to discover aspects of the market it serves.
Doesn’t our business provide solutions for any market? Doesn’t our experience include the pain and distress our market feels? Are we able to name our market’s biggest problem? When we have put words for the solutions we provide and for who our company offers them for then we are very well on our way toward knowing who our website should be intended for.
We do not possess to accept trendy web designs that have no appeal to our market. These just sit and gather dust. We wish a site that engages our market which means engaging our market.
Read that last line again. It’s like saying, “If nothing changes… then nothing changes.” If our internet site doesn’t engage our market it’s just junk. Regardless how beautiful and pleasing it really is to our eyes.
And it is our responsibility to make certain that our website designer will almost certainly consider our market and what might be best for our market but we shouldn’t really expect this to occur. The reason behind this can be that there is no one which knows a little more about our business than we do, but we need to stop hearing the experts who are only considering us.
An expert website designer might not deserve all of the blame for junk web site, except they are the self proclaimed experts and they expect that people will pay attention to them. Therefore, the initial rule of hiring a web professional is always to not let zjinhq design our website.
There is certainly, obviously, a great deal more to learn about our virtual market and how they believe, what their shopping habits are, what their values are and whatever they have faith in. There isn’t room in a single article to cover the internet being a virtual marketplace or market segmentation to build up a market’s profile. You will discover this info in other articles.