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 because 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 or copywriting 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.
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, tell them what they want to know.
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? Make sure there's 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? That make you stand out?
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.
Team up with someone who knows what you don’t.
I was disappointed when I lost the account. Partnering with someone familiar with the preferred platform would have been the thing to do.
Do you need more tips to build a better website? Read this:
Flipping the switch was flipping me out. Last week's storm left us without power.
It was Thursday morning and I was up early. Not because the alarm went off. No, it was the rain lashing against the bedroom window that woke me.
Fifteen minutes later the power went out.
It was a blackout: no power, no lights, no heat, no opening the refrigerator, and no computer.
A day and a half later (37 hours, but really, who's counting) we still didn't have power.
But I was still flipping switches.
It wasn't that I was hoping the power was back, it was utterly clear that it wasn't. It was habit. An especially bad habit in light of things. At least a dozen times I flipped a wall switch.
And each time it was the same thing. Nothing.
It was worse than nothing. I was ready to scream. Well, I did scream. It was so frustrating.
Flipping the switch was flipping me out.
So I put my headlamp on.
The headlamp gave me what I needed: a beam of light.
I stopped flipping switches.
The point is to see it fresh.
Sometimes a fresh approach to a nagging problem can help you move forward. If you've been struggling with your marketing, a book, or your website, maybe I can help:
• blog posts
• email marketing
Call 207-252-9757 or write today for a free consultation and a fresh start.