February 18

What No Sales Funnel?


I don’t normally post this kind of thing but I feel compelled to address a touchy subject, web design.

On more than one occasion, when asked to do a website rescue, I’ve had to deliver bad news. The beautifully designed website doesn’t have any moving parts, no sales funnel, no auto-responder, no payment processing function, nothing that will grow your bottom line.

An epiphany moment for me was the day I meet with a small community organization who had asked if I could take on the task of completing their newly designed website. It looked very nice but their designer couldn’t ‘make it work’.

Eighty percent of their budget had been spent on page design. It looked great but the business features weren’t working.

The truth was, the business plugins had been uploaded but were left unpacked and inactive. Nothing had been done to develop their core functions. Apparently it was too technical, or not considered a design function.

That wasn’t the first time I had been faced with a dysfunctional website; a digital brochure that was just an expense rather than profit centre.

I think business owners should get the most for their web design dollar. They have a right to know what they’re buying and what to ask for when they retain the services of a web designer.

Yes, web site atheistics are important but for a small business, generating revenue has to be the central mission. The internet doesn’t need another digital brochure any more than it needs another cat video. I know that sounds harsh but in this economy great design is no longer enough. I know some folks will disagree with me. I’m OK with that.

If you, or anyone you know, is struggling with a dysfunctional website, feel free to contact me. You can book a strategy call HERE. I’d be happy to take a look and help you determine a course of action.


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