Do You Know who Your Customer is?

Wow, it's been a while since I put up a post, long overdue but I've been really busy which is a good thing!



I wrote about how so often companies fail to make any effort regarding the concept of getting found (SEO) on the internet when they create a website in one of my very first posts in this blog. This kind of misses the whole point of the exercise doesn't it? It's unfortunate that companies would take the time to create a site but not really understand that they have to be found in order for the site to be of real value to their business. I won't comment about the companies that make these websites other than to say shame on them for taking a clients money and not really delivering the goods. Today I want to address another key element of your websites design...who are you trying to reach?



The simple and self evident answer is "My customers!" of course. But I would ask you to take a moment and reflect on just who exactly that customer is, because as the process of content development on your website continues this should be an important consideration. It could be that there are a variety of prospective clients you're trying to communicate with and each one will require individual attention. For example, a hotel has the "business traveller", "family vacation audience", "event planner" and "wedding couple" among others as prospective clients and each has their specific needs as to relevant information...it is not about the beds, pillows and bathrooms, rather it's about what those individuals are looking for and each is different. but here is the most important point I offer...it is not about you and your business, it's about your customer and the solution you can provide for them! In the example of the hotel does the business person care that you have the "best pillows in town"? Maybe, but more likely they are looking for easy access to the facilities they have to go to, great communications infrastructure and that they'll get a good sleep when they finally make it to bed. Focus on solving they're problems, not on what you're selling.

How does this separate you from your competition? If you've taken time to see what your competition is doing (highly recommended!) you'll see that most of them tend to the "Blah, blah, blah" about their business website approach. It's not their fault, they don't know any better. Now you do. Here's an exercise to illustrate my point. the next time you're looking for information about a product or service online, think about which websites you stay on in your investigations, is it the sites that say "We have great widgets!" or is it the websites that speak to your problem and offer insight about how you can solve it? This is the way that websurfers get engaged with companies and ultimately end up being customers...there is enough blah, blah, blah in our lives, separate yourself! It will generate $$$ for your business.

Want some help? Contact me.

We're at the edge of the future!

Andy Xhignesse

What's Stopping You?

Well, here it is, 2009, almost a tenth the way through the 21st century and you still don't have a website, or if you do it's very basic and probably doesn't do what you want it to right? What is stopping you from moving forward on a new website? Do you wonder if this might be costing you lost revenues?

Some observations:
1- You are entirely focused on your core business activity so you have no time;
2- You probably think a website is a very expensive investment, it used to be;
3- You've heard the horror stories of being an abandoned internet orphan.

OK, let's address these one at a time.

1- Good you should be! That's what makes money for your business. Stay focused but do a little outsourcing. The opportunities that are available to business by way of the internet are growing daily...you are missing out on revenue, maybe to your competition.

2- Yep, it used to be that a basic sort of website might run $15,000 even more. All that has changed. You can now have a well constructed and compliant website with a great deal of functionality and good optimization for $2,000 even less if you want to go with a very basic template style website. (I don't recommend this but that's your decision) Once you have your website in place you'll be surprised by what it might do for your business. What would it mean to your business to get another client, two...three?

3- It was often the case that 'a basement designer' would make you a website and then get hired somewhere and you'd be left on your own when you needed to make changes and updates and...they wouldn't get done. This to has changed. First of all there are many reputable firms that can provide you with the service you need at affordable rates. Second, if you do go with a 'basement designer' today any reputable firm will be able to take your website and work with it, change it, develop it in any way you see appropriate to getting the outcomes you're looking for.

That's all I want to say. If you're part of the large group of companies that are poorly positioned online, I encourage you to do whatever it takes to remedy your situation. I guarantee you that if you move forward on this it will be the best money you ever spent in the promotion of your business. Something for you to think about...I recently spoke with a small business who had just finished a trade show where they figure they spent about $10,000 for 4 days of exposure. For that kind of money you could create a knock your socks off website that would generate business 24/7/365. Move forward, your competition is...call me, email me if I can help.

We're at the edge of the future!

Andy Xhignesse