What is your Web Site Persona?

Fact — Many web sites never say what the company really does for the customer. The image is hyped, the graphics are generic, the content is vague, and the core message is either unclear or absent.

Fact — Customers don’t care how fabulous your office looks or how cool your staff is (or how they spend their free time). Customers want to know—in simple, clear terms—exactly what you do and how it will help them.

A Passive Site is about appearance. Like a billboard or invitation, it tries to be novel and look pretty while it waits for customers to respond.

An Active Site is about delivery. It resembles a thoughtfully considered gift. Everything has been wrapped for the customer to open now.

A Self-oriented Site is about you, your company, and your amazing team. It resembles a large selfie that is full of self-aggrandizement. It makes little mention of the customer’s problems, expectations, or solutions.

A Solution-oriented Site is streamlined and strategic. Everything is carefully wrapped so it’s easy to open, understand, and use. It places customers in the foreground, solutions in the middle ground, and your company in the background.

Tip: A good designer is not necessarily a talented developer. Neither is a good programmer. One knows layout. The other can build code. The question is, “Can they command content strategy and core messaging?”

Tip: Be sure the team you hire includes a content expert because without that element your beautifully designed and well programmed site will fall flat.