I'm not getting business from my website, I am not even sure what it does for me. Can you do a better one?
“Doing another website” is rarely what it is really about. As I see a client's brand come to life when I press the “Go Live” button for their new website, I remember the journey they went along to this point and I applaud them for deciding to improve how they build their success.
It started with the classic comment and question quoted above. I bet you've heard this, maybe said it before.
A website is a window into your business that tells a lot about it and its potential to thrive... or not. It only takes a few questions and a quick look at a website to find a sad story of a neglected small/medium business brand.
“Neglected? It can’t be! We have a logo, we got a website a few years ago, we hand out brochures and promotional gifts, we’ve advertised, ….”
True, but all too often something critical is missing or poorly implemented: A solid brand strategy and communication plan. Without these, you are wasting money, missing out on important connections with customers and on opportunities to grow sales profitably.
No business owner will say that their business should only have a blank or bland image. Even if they don't think "brand" as much as I do, they want a strong positive reputation. However they often don't drive their brand as hard as they could, letting some uncontrolled, even negative communication happen. Their business suffers sooner or later and undoing damage is harder than building success by first choice.
Simple business sense is all you need to answer these questions about success. It isn't about marketing theory, it is about facts.
Can you see that "doing a website" without applying well a sound brand strategy will not help your business be successful? It will cost you money and effort. Don't be fooled by offers of cheap websites.
Anyone can build a pretty website shell with trendy functionality, but few people take good care of your brand. Few help you formulate a solid brand building strategy that is structured in the context of your business vision, its capability to succeed, and that takes into account the whole brand experience.
To how many of these statements could you honestly confirm “Yes, I am totally confident that I do this very well”?
Congratulations if you are 100% satisfied with the market response you get and the way you succeed. If you want more however, may I suggest a proven way to get a great result:
Françoise Garnier
Talk to a brand building specialist who cares about your success, personally.
To see more opinions, tips, articles from different perspectives on building a strong business, check the posts filed under Strengthen, Support and Succeed.