Internet Marketing Start-to-Finish

5. The Audience Is Listening (What Will You Say?)

A mistake many websites make is that they are really written for the company rather than for the company’s potential customers or clients. Perhaps that is because making a website involves so many different roles both inside and outside the company (marketing team, sales team, IT/infrastructure, creative folks, some of whom may be external vendors).

Getting agreement from that long list of players exhausts the energy of the project and leaves little room to get a customer involved, much less the number of them that would be required to get a good cross-section of their potential intentions, desires, wishes, and needs. Too often, a website’s information architecture reflects the organization ...