Last week a client asked me to define the ideal website, based upon my 17+ years in the web development and SEO business. I don’t always include all of these components in a proposal or even include them in our own sites. However, if I had to describe a site that would be perfect, where client budget and their personal design tastes and requested features weren’t a factor, here is my definition of the perfect website:
The Ideal Website Delivers a Solid Return on Investment
As a business marketing investment, your website is not on the world wide web as a cultural art experience or to provide free information resource; it’s advertising. Advertising that is effective generates plenty of sales, and it represnts a solid business investment. A business website should bring in more than one dollar in profit for every dollar invested. If it doesn’t your Internet marketing sucks.
Developing a ‘web presence’ without revenue and a positive cash flow is ridiculous and bad business.
The Ideal Website Delivers Plenty of Qualified Traffic
The greatest myth in Internet marketing is: If you build it they will come. I think that only worked in Field of Dreams 🙂 . Web design, without a solid marketing strategy, perfectly executed, is only going to produce a business liability. (What else would you call an advertising project that costs more money than it ever generates in revenue.) Over 90% of all websites fail. They have little or no traffic. And the few visitors they receive do not convert into customers.
I attended an SEO conference a while back and one of the speakers opened with,
A butt ugly website with a lot of traffic and effective conversion strategy will always outperform a drop dead gorgeous Webby-winning site with little or no traffic. Some of the ugliest sites on the planet have generated millions of dollars in revenue.
The Ideal Web Site (Part 6 of a Series)
The Ideal Web Site (Part 5 of a Series)
The Ideal Web Site (Part 4 of a Series)
The Ideal Web Site (Part 2 of a Series)
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