WOLFBITES - Issue 10

Business person making a paint splash, symbolic of the results generated by the web advertising, web marketing and online advertising offered by Words at Work, the best Toronto advertising agency specializing in small business advertising.
Our website makeovers and new websites generate thousands of new business opportunities annually for our valued clients.   What about you?  Are you ready to make a splash on the web?

Why websites fail

Websites are a wonderful thing. They work 24/7 without complaint.

They never have to be paid benefits. And they have the potential – the potential – to reach billions of customers.

So why are so many web sites a complete failure? Because the web developers made the following false assumptions. We call them the seven deadly sins of web development.


“If I build it, they will come.”

The truth is many sites couldn't be found with a search warrant. Read on to discover the problem – and the solution.


Website Design is more important than content

On the web, content is king for two reasons: search engines are designed to look for keywords, not images; visitors are looking for information, not fancy graphics. The challenge is to have content that is both visitor friendly and search-engine friendly. Get this wrong and your site will end up in a cold, dark corner of cyberspace that even your mother won't visit.


Web designers are trained in graphic design

We are amazed by the number of web sites that are virtually unreadable. The problem is that many website designers lack training in graphic design – and hence are not even aware of design basics, such as how to make the right choices in terms of font size, line spacing and column widths.


Web designers are expert marketers

Very few web developers have any marketing training. That’s worth repeating. Very few web developers have any marketing training, let alone any internet marketing experience. As a result, their work is limited to converting print advertising into web pages, known in the trade as “brochureware.”


Build it and forget it

While it is quick and easy to update or add website pages, many companies go months – or even years – without making any change or updates. Naturally, visitors note these failings and never visit again.


Website visitors are infinitely patient

Actually, just the opposite is the truth. Web visitors have no tolerance for the most common web marketing mistakes: home pages that take too long to download, misleading and/or confusing content, forms that don’t work, links that go nowhere, menu systems with dead ends...


Company information is most important to the visitor

Wrong, wrong, wrong. If you check the web traffic stats of effective sites, you will see that company info, typically found on the About Us page, is not even in the top ten. Visitors care about the benefits they could derive by buying your product or service, so make it quick and easy to find that information and never forget to ask for the sale.

If you are still not convinced, here is one more dose of reality. The Internet is not a static thing. It is a living, changing thing. Even the experts have to work hard to keep up with the changes. They know why you can have a great ranking one month – and a not so great ranking the next month. And they know the basics, such as how to:

  • set up a site for both high-speed and dial-up users  
  • build a simple, easy-to-follow navigation system  
  • build attractive pages without indulging in elaborate FLASH designs that are a waste of time and money

So what should you do before building a website? Take care developing your content, the most often ignored fundatmental of web marketing. Make your web pages visitor focused and search-engine friendly. Next, look for a web marketing provider that has the mix of skills required to build a site that draws traffic and generates sales. That means you need a provider that understands not only how to build a web page, but also – at a minimum – the basics of graphic design, marketing and copywriting. It’s a sin to settle for anything less.

For more information on web marketing, contact Wolfgang Franke, President – Words at Work Advertising and Marketing by calling 905-940-6610 or go to the Contact Us page.

Read Wolfgang's latest marketing blog.

Wolfgang Franke is President & Creative Director of Words at Work Advertising & Marketing, a full service communications company established in 1988. Our growing list of valued clients are found throughout our local market, Markham and the Greater Toronto area, across Canada in cities such as London, Ontario, and Edmonton, Alberta, and an expanding list of international locations ranging from The Big Apple in New York to Kanturk, Ireland.

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19 Lockridge Avenue, Unionville, Ontario, Canada L3R 7S6
Telephone: 905-940-6610     Toll-Free Outside Toronto: 1-877-940-6610

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