Category: GeneralPublished: 28/05/2019
If you have been following these articles then you will know that the word “need” is ambiguous in a sales context (see previous article first before proceeding)
Almost everyone will be in agreement that an effective web presence these days is necessary for every business, so in that sense every business “needs” a website.
However, there are websites…and there are websites!
This can be illustrated with a case study on a recent client – the names are redacted for a variety of reasons but the context and situation was all real.
The client “needed” a new website – the previous one had been done by a student on FrontPage – and was approached by a local web design company. They talked a good game and had a portfolio of pretty images and so a deal was struck and work commenced.
The site went live.
Within 2 weeks, the client noticed that she was getting zero enquiries from the new website whereas before she had been getting between 2 and 5 a week. A quick test by our team showed that the form on the website – a really basic and easy thing to set up and check – was not working. The client went back to the website design company and complained but after 3 months the form still did not work and the proposed solution by the web design co. was to take it off completely and leave an email link. But still there were no enquiries.
We were then asked to step in and take over. It quickly became obvious that none of the basic and fundamental processes needed to successfully upgrade a website and keep their traffic position intact had been followed.
So, from “needing” a new website, the client rapidly came to understand that what she wanted was someone who understood her business, had the right skills to design a professional website and crucially had the technical ability to migrate everything over to the new platform whilst maintaining traffic levels and sales enquiries.
Surely that is what every business wants?
After 33 years of running my own IT businesses, I've seen trends come, go...and come back again. With each business I've been involved in, the focus has always been on building in value for my customers. I was honoured to receive an OBE for my services to Scottish business in 2018.
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