Failing to address their audience on the Internet

September 22nd, 2007

Advertising Agencies are not the only culprits. There are many types of organizations that fail in their approach to using the Internet. In this post we are defining failure as not understanding what your audience wants and needs–information.

In a recent post at Web Ink Now titled Advertising agency websites: Digital masturbation David Meerman Scott makes a clear case why ad agencies have it wrong when it comes to their own web sites. Many times they also have it wrong when it comes to the web sites they design and develop for clients. Since ad agencies have made their bread and butter in the mediums of print and television it only makes sense that the would take what they know “works for them” in those mediums and apply it to the Internet. Problem is that this approach simply doesn’t work because the web is a different beast. It is a dynamic, hyperlinked medium that is in constant growth.

Ad agencies are not the only guilty party with regard to not “getting it.” Architecture, Graphic Design, and even Web Design firms are guilty and tend to follow a formulaic approach that most emulate–visit our web site so we can tell you how cool we are and at the same time stroke our egos. Now stroking egos is o.k. (think press releases about winning industry awards) as long as its balanced with content potential clients may need. The irony is that these organizations are versed in communications to a great degree and in this medium most tend to fail at being effective.

People visiting your website are looking for information. You do not have to capture their attention with “bells and whistles” because you already have their attention–they are at your website! You need to immediately offer answers to their questions and easy ways for them to explore to find what they want and need.

Presenting information on the Internet does not, and should not, be devoid of any style or artistic flair. Style and a distinct artistic approach enhances any web site and allows it to stand out in the “sea-of-sameness.” In particular when dealing with assessing graphic and web design firms the “look” of their web site may be the ultimate deciding factor.

However, if the style of your website is getting in the way of the substance it may be time to consider a redesign.