If Your Business Is On The Web, Have A Point
The past several days I've been researching competition in support of a client project. Most of my early research has been web-sites. I've noticed a disturbing and at times comical trend – most websites appear to have no point.
If your business has a website, something you ought to do is ask your why? Why are you on the web? Are you trying to educate, prospect, sell, register, etc.? Whatever you're point is you should make it clear to the rest of us.
I my research, I found many sites that truly had no point whatsoever – a lot of information about features and functionalities, but no compelling reason or request for me to do anything. Just blah, blah, blah…
In a world where you have a lot of competition and prospects have many options, you need to make it clear what you do, why someone should care, and what I should do now that I know. Just being on the web isn't enough; you need to have a point.
Have you seen websites that seemingly have no point? If so, do you read them or just click away?
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By Gary Bourgeault, February 7, 2006 @ 10:14 pm
The point you make is simple and yet profound. In my consulting throughout the years, both online and off, I have found what you have said to be completely the way it is with the majority of business owners.
With the web-sites yes, but I am sometimes shocked at how many are in business and don’t understand the underlying point or USP that should govern every aspect of the business they do.