I just read an excellent rant (or, venting?) by a noted business growth consultant — Andy Birol.
Andy’s earned a solid reputation based on a history of helping clients build their business and value.
He’s actually quite good at it, too.
His latest post reflects his honest frustration with how well his website is working for him. Or, maybe not.
The Problem With Many Websites
What Andy and many advisors realize is that “good-looking websites” aren’t necessarily ‘effective websites’. Of course, it might help to define what ‘effective’ means, right?
‘Effective‘ means that your website can create an opportunity to help you generate revenues.
In most cases, this doesn’t imply an online transaction or purchase. But it does suggest your website should be able to create well-qualified opportunities from which you can generate a client (and, the revenue that suggests) in a reasonable amount of time.
Let’s face it. Whatever your expertise, it’s safe to say you probably aren’t a website developer. Your expertise may lie in helping your clients manage their risks, make good investments, protect their intellectual property, and the like. So the lure of a ‘pretty-looking’ website may be quite compelling.
If It Looks Terrible But Works Great . . . Don’t Mess With It!
What Andy’s learned is that ‘good looks’ aren’t all that important in producing the performance criteria he’s learned is really important — i.e. identifying a well-qualified individual for his services. That’s a huge insight. And, a valuable one to remember.
I am constantly amazed (but not surprised) at how often a website built on the HubSpot platform looks ‘clunky’ but works extremely well. There’s a New Yorker magazine cartoon where two dogs are in the library and on their master’s PC. One dog says to the other, “On the Internet, no one knows you’re a dog”. Very true. And that’s why even ‘ugly’ websites can be more productive of leads than pretty websites . . . ‘pretty useless’, that is!
On a Google search, if your website or blog offers highly relevant content, it will attract traffic in the form of well-qualified visitors to you. Once you have qualified visitors, using CTA’s (Calls To Action) and offering items of value can help reveal their identify so you can begin a marketing dialogue with them. Just as Andy’s learned.
KEY POINT: Find Out If Your Current Website Is Working As You Wish
A valuable service of HubSpot is a complementary review of your current website. The service is called “Marketing Grader“. It takes only a few moments. You enter your URL (and up to 2 of your competitors) and it will give you an most insightful report on where you’re doing good and where you might be able to be doing even better.