Where Do Online Businesses Go Wrong?
It would be fair to say a lot of businesses in the online sector are underperforming or fail to reach their full potential. I personally think this is a combination of doing certain things well and other things poorly.
Here’s my own personal view on the ‘bigger picture’
A corporate website should
- Display the right image
- Embody core fundamentals
- Be well optimised (if needed)
- Validate
- Tempt a visitor to make contact or purchase an item
Displaying the right image – This is less of a problem nowadays as design standards across the board have improved
Embody core fundamentals – Key information above the fold, contact details in the header, logical navigation, quick enquiry form, testimonials, brand name clients and special offers all form part of the core fundamentals
Be well optimised (if needed) - Sites that work PPC channels do not need optimisation features. Basically sound SEO revolves around the selection of the right keywords, solid on-site optimisation and on-going link building
Validate – Validation is the key to effective online business, in the competitive arena we need more than displaying an online presence, we need to woo our target audience and show them our business is a serious venture.
Tempt a visitor to make contact or purchase an item. Temptation follows on from validation, if your price is not attractive you will struggle to impact the market
In conclusion
What we end up with are many online businesses that tick certain boxes but very few that tick them all. Concentrate on your weaker areas, do not be afraid of innovation, experimentation or standing above the parapet and saying my business is here to stay.
Pete Arkwright
This article is sponsored by Skills Group. A leading player in Global recruitment
Date Written: Sat, Sep 10th 2011
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