Here’s how many websites are developed. The decision-makers gather around the conference table and begin brainstorming. “Our website should include our mission statement so visitors know what guides us,” says one executive.
“It should look and sound professional, so let’s use stock photos and have Mary write the copy because she was an English major in college,” says another.
“We should have a page with all our products. But let’s not put too many details or prices because we want visitors to have to contact us,” says a third.
Someone from the sales department adds, “On the Contact Us page, let’s use a form with lots of questions that will help us make a sale. Have visitors tell us their budget and how soon they intend to make a purchase. And let’s be sure to get their full name, mailing address and phone number so we can have a salesperson pursue them.”
Are you cringing as you read these website suggestions? If not, you should be. They’re off-base and destined to alienate visitors.
The Visitor Must Come First.