Business does not drive the web, people do. Most businesses miss this, and in part, what I believe, contributed to the Dot.com implosion. Companies saw the web only as a new marketing opportunity to sell more widgets.
The web is as necessary to business today as the telephone was a decade ago, yet so many businesses use it as nothing more than a digital business card. Ok, your expensive “corporate hello” may be great – if it were still 1998.
Ever notice that websites’ most relevant information is often times a click or two away from the home page? There’s a contact page, an about page, services or product page, etc. After all these supporting sub-pages are written, businesses seem to be scratching their heads.
Try it – ask a business “why do you want a brochure?” and they will just stare at you like you just said something you weren’t supposed to bring up. A brochure is a given – a standard procedure, a marketing cliché. This is why so many websites are failures – they are no more [...]
