Between 15 to 30 billion web pages are online today (Pandia Search Engine News). This huge population is largely due to the wide variety of “site building” tools available on the market.
Today, anyone with access to the Internet can build a website. In a crowd like that, most websites come and go without anyone noticing. Building a website that has the potential to be successful is another story…
Most websites fail due to the following reasons:
Poor planning: Many companies set up a website without a clear idea of what they want to achieve, and in doing so achieve nothing. Like the old saying goes, “no one plans to fail, they fail to plan.” Before putting effort into developing a website, you should have a clear understanding of your goals, such as increasing company sales by a specific percentage, or developing a larger email marketing list.
Website designers don’t know anything about marketing or converting visitors into buyers. Remember, it doesn’t matter how pretty your website looks if it doesn’t achieve your desired goals.
- Marketers don’t know anything about design. The web isn’t a marketing platform such as television or radio. Therefore, most traditional marketing efforts are often ineffective on the Internet. Marketers are finally starting to catch up to the fact that well done web design can significantly affect their bottom lines.
- Poor website development and code problems. Most anyone can go out and purchase website design software at the local office supply store. However, building a site that’s structurally sound on the inside (the code you can’t see) and good looking on the outside isn’t an easy task. Not only is this problematic from a web development perspective, but search engines have a tendency not to rank poorly constructed websites very high in the natural search results, if they even index them at all.
- Lack of effective promotion. Many sites are built in the hopes that someday traffic and sales will come…and they never do. Largely in part due to not taking serious steps in their search engine optimization and search engine marketing efforts. There’s a reason why the most successful companies hire professionals to do this work. If it was easy they wouldn’t need to do this.
Consider these points a basic compass to review your existing website or your website development ideas. Do you have a clear plan? Is your design and marketing in sync? Is your website code well built and free of critical errors? Are you effectively promoting your website? If you can answer 100% yes to all of these questions, you’re on the right track.
If not, you should find a professional that can help you get started in the right direction.
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