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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

Getting to the root of all (bad) website evil

Answered => “What problems do businesses have with their websites?” on Quora.

=> My answer…

Forgive me if this sounds a bit snarky (it’s not intended to be) but one of the biggest problems most websites have is that they don’t recognize that they have problems. Basically, it’s the ugly baby syndrome.

After that, the next biggest problem in a world driven by Content Management Systems (CMS) and SEO is brands / organizations embracing that a website is an ongoing process. It’s not a one-and-done, set-it-and-forget-it piece of machinery. It should evolve, be nurtured and curated, etc.

These are exasperated by four things (in no particular order):

  1. Marketing – Too often an after thought, if it’s a thought at all. Perhaps someone is kinda sorta assigned that role. Perhaps there’s an understand of what it takes to cut through the clutter and build a sustainable brand – but usually not. Marketing is not a knee-jerk reaction to a drop off in business. Marketing is an ongoing everyday process.
  2. Roles & Responsibilities – Who is in charge of Marketing? How are they accountable? How much time is devoted to those tasks? Keep in mind this is often wrapped in the context of one-and-done. That is, there’s a lack of resources focused on the actual marketing (with a website often being the primaray tool for those efforts.)
  3. Analytics – As in, not embracing them. It’s too geeky for most. People tend to downplay or ignore what they don’t like and/or understand. Number can talk. But someone has to be listening. Or as is often said, “If you’re not measuring then you’re not marketing.”
  4. Empathy – As in, the lack there of. Too often the view is that of the brand looking out instead of The Guest (aka customer) looking in. The brand’s effort are driven by what they think they want to say, instead of what The Guest needs to hear. There’s a difference.

I suspect you were looking for a list of tangibles. Sorry ;) But regardless of the symptoms on that list the above is at the root of the disease.

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