I Dare You to Take This Website Challenge
Surely you know that your URL is the first place a prospective customer will go when your name comes up as a potential service provider. Even if a trusted colleague recommends you, your home page is where I’m headed to check you out.
Despite all the tools available today to keep a Website current and contemporary, I find that too many print company Websites fail to serve the company well. Some are just dusty. Some are downright lame.
New visitors to your Website expect to get a pretty good picture of what specifically you do and whether you can be a resource for them. They’ll spend a minute on your site if you’re lucky—more if they see information that resonates or captivates them.
Is your site good enough to engage first-time visitors who’d make ideal customers? There’s one way to find out. I dare you to take this challenge. If you do, you’ll get a huge amount of value in it, and it won’t cost you a dime.
Find at least one adult—preferably a few—who don’t know your company at all (no employees, no relatives, no customers). Ideally, these folks would be businesspeople (unless your market is strictly consumers). Maybe you know a designer or two. Maybe you know people in marketing positions. They’d be ideal.
Ask them to visit your Website for a few minutes and then answer the following:
- What do we do?
- Do we have one or more specialties?
- What do our customers think about us?
- Who’s in charge of the company?
- Can you name three different products we make?
- What makes us different?
- What’s the overall impression you get about our company?
- What qualities set us apart?
When I visit a printer’s site for the first time, these are the questions I inherently have. Do you know which of these eight questions I often have the hardest time answering? Number 1. You’d be surprised how many home pages are hamstrung by florid prose. If I can’t for the life of me figure out what you do, based on your home page, you have a big problem.