Or does it squat there like Narcissus, forever admiring its reflection in cyberspace? As more and more business is conducted electronically, you must be certain beyond all doubt that your site is designed and planned with your customers foremost in mind. It astounds me how many corporate sites look and feel like they were crafted for other priorities. As if there were higher ones. If your site doesn't work for your customers -- and by "working" I mean engaging them, querying them, servicing them -- it's idling. And a web site is terrible thing to waste. A site that's not revenue minded just sits there everyday, costing you money and ignoring business. What to do about this? Take a hard look at your site and then take frequent peeks at your peer group of companies and your direct competitors. Finally, rigorously grade yourself: How do you stack up in your category in terms of describing your products: are all features and benefits easy to understand and find?
How about your value proposition: is it clearly and simply communicated? Do you furnish compelling proof-points to substantiate your claims of value?
What about customer testimonials: are they fresh, credible and relevant?
Finally -- and this may be the most crucial must-have in the very near future if it's not already: Do you feature a dialogue capability right on your site? Can people come in and talk to your people and other customers to compare notes and experiences, offer suggestions, vent, ask questions, offer advice and product suggestions? It's amazing what our customers can teach us about ourselves. For free. Caution: this takes some courage but you'll be rewarded with more traffic, positive buzz and new business. This is where the digital world is headed. It's where revenue-minded companies are going, too. Don't be left behind.
Our report card systems is good place to start, but you can do it yourself. Go on. Do some self-analysis.
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