I lost the bid on a job recently. A website redesign. I lost the job because I’m not familiar with the platform the site was built on.
Unfortunately, it didn't work out for either of us.
Not just beause I didn’t get the job, but because the people who did get the job, while familiar with the platform, are not as familiar with best practices for web design as they should be.
After looking at the new site, my disappointment at losing the job morphed into disappointment for my would-be client.
The copywriting on the new site is ineffective and the user experience is one of confusion and missed opportunity.
Here are two reminders and one takeaway from the experience.
1) Copywriting
Remember, it’s not all about you. At least not right away.
When a visitor comes to your website, they want to know if they are in the right place and they want to know if you can help them. As quickly as possible.
They're looking for the solution to a problem. They’re not interested in knowing how long you’ve been in business or how many awards you’ve won. That’s important information, but information you can share later on.
It’s like when you cut your finger. You’ll grab anything to stop the bleeding: a napkin, a paper towel, or a clean hanky if someone hands one to you. Only later will you think about a proper bandage or the best antiseptic cream.
You need to tell visitors how you can help them. And you need to tell them right away.
2) User Experience
Is your site easy to navigate, is it interesting?
When people search for what you offer and find you, they want to know they are in the right place. As soon as possible.
Do you sell products? Services? Is it easy to figure out what you offer? Is it easy to place an order? To get in touch with you?
Want people to join your mailing list? Is there an incentive for them to sign up?
Remember, people have lots of options. Do you have resources on your site that add to the user experience?
Consider blog posts, articles, and white papers where you can share your expertise and bolster your credibility—without sounding like you're bragging.
Having a site that's easy to navigate and chock-full of helpful information is the best way to convince someone you know what you're doing.
3) Partnerships
Team up with someone who knows what you don’t.
I was disappointed when I lost the account, realizing too late that I could have partnered with someone familiar with the preferred platform.
Lesson learned.
When we work together, I work on your project as if it’s my own. Because it is.
When you look good, I look good.
And when that happens, we all win.
Unfortunately, it didn't work out for either of us.
Not just beause I didn’t get the job, but because the people who did get the job, while familiar with the platform, are not as familiar with best practices for web design as they should be.
After looking at the new site, my disappointment at losing the job morphed into disappointment for my would-be client.
The copywriting on the new site is ineffective and the user experience is one of confusion and missed opportunity.
Here are two reminders and one takeaway from the experience.
1) Copywriting
Remember, it’s not all about you. At least not right away.
When a visitor comes to your website, they want to know if they are in the right place and they want to know if you can help them. As quickly as possible.
They're looking for the solution to a problem. They’re not interested in knowing how long you’ve been in business or how many awards you’ve won. That’s important information, but information you can share later on.
It’s like when you cut your finger. You’ll grab anything to stop the bleeding: a napkin, a paper towel, or a clean hanky if someone hands one to you. Only later will you think about a proper bandage or the best antiseptic cream.
You need to tell visitors how you can help them. And you need to tell them right away.
2) User Experience
Is your site easy to navigate, is it interesting?
When people search for what you offer and find you, they want to know they are in the right place. As soon as possible.
Do you sell products? Services? Is it easy to figure out what you offer? Is it easy to place an order? To get in touch with you?
Want people to join your mailing list? Is there an incentive for them to sign up?
Remember, people have lots of options. Do you have resources on your site that add to the user experience?
Consider blog posts, articles, and white papers where you can share your expertise and bolster your credibility—without sounding like you're bragging.
Having a site that's easy to navigate and chock-full of helpful information is the best way to convince someone you know what you're doing.
3) Partnerships
Team up with someone who knows what you don’t.
I was disappointed when I lost the account, realizing too late that I could have partnered with someone familiar with the preferred platform.
Lesson learned.
When we work together, I work on your project as if it’s my own. Because it is.
When you look good, I look good.
And when that happens, we all win.
Do you need more tips to build a better website? Read this:
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