Last week a client asked me to define the ideal website, based upon nearly 22 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:
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 just bad business.
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."
Cole has been designing and developing websites since 1997. He’s a content strategist and writer, conversion copywriter and online marketing coach.
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