K+BB Collective | The Designers' Corner

May 13 2010

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You’re better off with no website than a bad one

The websites of many kitchen and bath professionals, as well as other design pros, are hindering rather than helping them.

That’s my conclusion after surveying hundreds of websites created by kitchen and bath professionals, interior designers, window fashion specialists, architects and others throughout the U.S. and Canada.

Most of the sites are long on meaningless generalities, short on specifics and lacking in useful information about design services and products. As a result, they disqualify rather than qualify design professionals from the kind of clients they want and need.

Many sites are difficult to navigate and wordy.

Their homepages are full of vague references to things like “imaginative spaces,” “value added facilities solutions,” “nurturing environments,” “conceptual expertise,” and “stylish flair.”

Huh?

The websites I reviewed do a dismal job of differentiating these design professionals.

Then, too, the words contained on their sites are too big and the photographs they use to show off their work are too small.

All this at a time when studies show the average website visit is two clicks and less than four seconds.

That means if a visitor to your site can’t figure out in two clicks and under four seconds what makes you special, you lose.

My Big Splash. Little Cash Marketing Materials Manual focuses, in part, on website Dos and Don’ts

Included in that Big Splash Manual is this list of the “Dirty Dozen” Website Woes:

Your website doesn’t work if it…

+ lacks a POWERFUL homepage

+ lacks a focal point

+ doesn’t give the visitor a “next step” (buy this, download that, etc.)

+ isn’t easy to navigate

+ isn’t updated regularly

+ lacks photo captions

+ contains too much “flash” and other special effects

+ packs too much information onto one page

+ contains too much text

+ contains text and/or photos that are too small

+ makes the user scroll sideways

+ uses busy backgrounds that make text hard to read

Fred Berns

For Berns’ FREE report on how to Supersize Your Sales in Challenging Economic Times: http://www.fredforfree.com/

This entry was posted on Thursday, May 13th, 2010 at 6:00 AM and is filed under Business, Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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