It’s funny, but many of the companies I talk to have developed a website for no real purpose. Sure, at the time there was some sort of rationale – “you need one these days, don’t you?” or “our competition has one, so we must keep up”. Unfortunately these reasons provide no guideline for the creation of a site. Nor do they contain any criteria for measuring success.
To compound the problem, they give no real consideration to the needs, desires, and characteristics of their target audience. In my opinion, this has led to the plethora of un-navigable, poor content, zero conversion websites that seems to be the standard for corporate America. Harsh? Maybe. But if you fall into this category, you’d better do something about it ASAP because the web is here to stay.
