Website chook-house

In a chook-house, there are both chickens and eggs, all mixed up, and hard to tell which chicken laid which eggs. It is a bit like the web, full of sites that could belong to any number of businesses.

As a part of a project a while ago looked at the sites of a range of operators competing in the market category in which this particular client operates. Most spruiked the features of their products and brands, what they did, rather than talking about the benefits that usage delivered, what problem  the product solved, and why that solution was superior.

Why is it that the designers of sites  seem to think that the most important thing to be said is what their product does, rather than designing the site to offer information that relates to the reasons why a customer may be seeking a product?

The old habits of printing a brochure and shoving it into every letterbox in reach die hard, and are being replicated on the web. A real pity, when the real opportunity is to target the offer to the individual who is attracted to look at the detail of your proposition because it engages them with something they want to know

About strategyaudit

StrategyAudit is a boutique strategy and marketing consultancy concentrating on the challenges of the medium sized manufacturing businesses that make up the backbone of our economy. The particular focus is on their strategic and marketing development. as well as the business and operational efficiency improvements necessary for day to day commercial survival. We not only give advice, we go down "into the weeds" to ensure and enable implementation.
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