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Why most small business websites fail

By: Vernon Smith

Vernon Smith, a UK based specialist in integrated web and traditional marketing
strategies explains where so many are getting it wrong!

Google have built a multi million dollar business on one core simple yet powerful concept that can be summed up in a single word....

Relevancy

The tragedy is that the vast majority of small business web sites have not only missed this concept, but actually work against it and fail to perform as a result!

Make sure you understand this concept and you will be streets ahead of the vast majority of your competitors ;-)

SOME BASIC MARKETING CONCEPTS TO DEMONSTRATE A CRITICAL IDEA

1. A confused mind never makes a decision - especially a choice to purchase!

2. The customer has a problem or a need not an interest in you!

3. People buy when they feel comfortable and ready

4. Trust is the key

5. It takes an average of seven communications to create a sale

Go take another look at your web site (if you have one) and study it from the point of view of your existing & potential customers, as you do so, ask yourself the following questions:

• Is your web site focused on the core problem or need of your prospective customer? (an existing customer is still a potential customer - you do not have a right to their patronage!)

• Does your web site communicate the benefits of what you offer in solving that problem and meeting that need?

• Is your web site clear, simple and uncluttered?

• Does your web site compel the visitor to interact with it?

• Does your web site provide high value information that will begin to build trust with your customer or is your web site stuffed full of low value sales and marketing blurb?

Now go check out the sites of a couple of your competitors - how good are their web sites at customer relevancy?

I could go on, and indeed I do, if you visit www.webwisdom.co.uk and join my internet marketing mailing group web wisdom, but the principle is clear - most business web sites fail because they arent designed and focused on
the core need of their prospective customer - they fail the relevance test BIG TIME!

It is the classic business owner / web designer error - we are all consumers of brand marketing, therefore we are all experts at marketing! We respond to certain triggers therefore our customers will respond to the same triggers Well, your web designers are probably just that - web designers, not marketing experts! As for you? as a business owner - you will eat, live and breath your product or service - you will have a passion and an understanding of it based
upon years of commitment!

Guess what, your customers dont! They have a need or a problem and they want a solution, thats all, nothing else matters to them, everything else distracts them from evaluating your offer and making a decision to act. You need to educate and focus your potential customers on your solution to their problem. As a general rule, they wont be interested in your brand, your history, your news, your team or any other confusing irrelevant twaddle - relevancy!, relevancy! relevancy!, simple to understand, hard to achieve, worth the effort!

If you are starting to feel that your web site could do better, or if you're beginning to wonder if its time you got your business on line - GREAT!

You are already streets ahead of the majority of your competitors, who probably have not given their web sites much thought (or gone and looked at them) since the last time they had a redesign.

You need to join web wisdom NOW! keep your momentum going, and begin to receive more relevant, success
critical information to ensure your business continues to build from a strong marketing base. Register now! Its FREE and its valuable to you....

Thanks for reading

Vernon Smith

Vernon Smith is a UK based integrated marketing expert, combining both web site, internet and traditional marketing strategies for small and medium sized businesses. You can find out more at web design for marketing or by visiting web wisdom This article may be re-published on your web site, newsletter
or ezine provided this resource box is included.