Although it may seem like a long time ago, there was a time when companies agonized over whether they should have a Website.
Today, not having a Website is like walking outside with no clothes on. It’s entirely possible but you wouldn’t do it because it would be so bizarre and anti-social.
But here’s the thing: Even though every company knows they need to have a Website, there are many, many corporate Websites that are terrible.
In fact, they are so bad the company might be better off not having a Website.
In many respects, a Website is the front door to a company’s digital house.
As a result, it is important to make a great first impression. It means being crystal clear about what your company does, the ways your product meets the needs of customers, and the leading features.
You’d be surprised by how many Websites fail on all fronts. They are confusing, difficult to navigate and have no calls to action (aka signals to make people do something.)
With the rise of social media and content marketing, a strong Website has become more important than ever.
The goal for many brands is driving Website traffic so they can start to drive consumers down the sales funnel.
A good Website becomes a lead generation machine by giving potential customers the information they need to make a next step – be it a sale, download, Webinar sign up, request for a demo, registration, etc.
In a recent article on Wired, Ryan Tate argued the Website is making a “comeback” as more companies realize it’s a powerful vehicle where they are “able to control exactly how they speak to customers”.
Tate adds that another reason Website are important is they are corporate assets as opposed to their social media presences controlled by third-parties such as Facebook, Twitter, YouTube, et al.
Companies, he says, need to have great Website because the “people who actually care about you are the ones who come to your site.”
So here’s a no-brainer recommendation: If your Website isn’t meeting the needs of consumers, fix it. Fast.