10 Harsh Truths About Corporate Websites
We all make mistakes running our websites. However, the nature of those mistakes varies depending on the size of your company. As your organization grows, the mistakes change. In any case, here are the 10 harsh truths about websites of large organizations.
1. You Need Someone Who Understand Marketing, the Internet, and IT
In many organizations, the website is managed by either the marketing or IT department. However, this inevitably leads to a turf war, with the website becoming the victim of internal politics. In reality, pursuing a Web strategy is not particularly suited to either group. You need someone who can work within your organization to bridge the gaps on what you should do with the resources you have available.
2. Managing Your Website Is A Full-Time Job
Not only is the website often split between marketing and IT, it is also usually under-resourced. Instead of there being a dedicated Web team, those responsible for the website are often expected to run it alongside their “day job.” When a Web team is in place, it is often over-stretched. The vast majority of its time is spent on day-to-day maintenance rather than longer-term strategic thinking. This situation is further aggravated by the fact that the people hired to “maintain” the website are junior members of the staff. They do not have the experience or authority to push the website forward.
3. Periodic Redesign Is Not Enough
Because corporate websites are under-resourced, they are often neglected for long periods of time. They slowly become out of date with their content, design and technology. Eventually, the website becomes such an embarrassment that management steps in and demands that it be sorted. This inevitably leads to a complete redesign at considerable expense. As I point out in the Website Owners Manual, this a flawed approach. It is a waste of money because when the old website is replaced, the investment put into it is lost, too. It is also tough on finances, with a large expenditure having to be made every few years.
4. Your Website Cannot Appeal To Everyone
One of the first questions I ask a client is, “Who is your target audience?” I am regularly shocked at the length of the reply. Too often, it includes a long and detailed list of diverse people. Inevitably, my next question is, “Which of those many demographic groups are most important?” Depressingly, the answer is usually that they are all equally important. The harsh truth is that if you build a website for everyone, it will appeal to no one. It is important to be extremely focused about your audience and cater your design and content to it. Does this mean you should ignore your other users? Not at all. Your website should be accessible by all and not offend or exclude anybody. However, the website does need to be primarily aimed at a clearly defined audience.
5. You Are Wasting Money On Social Media if You Jump In Without A Strategy
I find it encouraging that website managers increasingly recognize that a Web strategy is more than running a website. They are beginning to use tools such as Twitter, Facebook and YouTube to increase their reach and engage with new audiences. However, although they are using these tools, too often they do so ineffectively. Tweeting on a corporate account or posting sales demonstrations on YouTube misses the essence of social networking. Before you jump in make sure you have a strategy that can be measured and implemented.
6. Your Website Is Not All About You
Whereas some website managers want their website to appeal to everybody, others want it to appeal to themselves and their colleagues. A surprising number of organizations ignore their users entirely and base their websites entirely on an organizational perspective. This typically manifests itself in inappropriate design that caters to the managing director’s personal preferences and contains content full of jargon. A website should not pander to the preferences of staff but should rather meet the needs of its users. Too many designs are rejected because the boss “doesn’t like green.” Likewise, too much website copy contains acronyms and terms used only within the organization.
7. Design By Committee Brings Death
The ultimate symbol of a large organization’s approach to website management is the committee. A committee is often formed to tackle the website because internal politics demand that everybody has a say and all considerations be taken into account. To say that all committees are a bad idea is naive, and to suggest that a large corporate website could be developed without consultation is fanciful. However, when it comes to design, committees are often the kiss of death. Design by committee leads to design on the fly. Design is subjective. The way we respond to a design can be influenced by culture, gender, age, childhood experience and even physical conditions (such as color blindness). What one person considers great design could be hated by another. This is why it is so important that design decisions be informed by user testing rather than personal experience. Unfortunately, this approach is rarely taken when a committee is involved in design decisions. Instead, designing by committee becomes about compromise. Because committee members have different opinions about the design, they look for ways to find common ground. One person hates the blue color scheme, while another loves it. This leads to designing on the fly, with the committee instructing the designer to “try a different blue” in the hopes of finding middle ground. Many times this leads only to bland design that neither appeals to nor excites anyone.
8. A CMS Is Not the Answer to All Your Problems
Many of the clients I work with have amazingly unrealistic expectations of CMS (content management systems). Those without one think it will solve all of their content woes, while those who have one moan about it because it hasn’t! It is certainly true that a CMS can bring a lot of benefits. These include: reducing the technical barriers of adding content, allowing more people to add and edit content, facilitating faster updates, and allowing greater control. However, many CMS are less flexible than their owners would like. They fail to meet the changing demands of the websites they manage. Website managers also complain that their CMS is hard to use. However, in many cases, this is because those using it have not been adequately trained or are not using it regularly enough. Finally, a CMS may allow content to be easily updated, but it does not ensure that content will be updated or even that the quality of content will be acceptable. Many CMS-based websites still have out- of-date content or poorly written copy. This is because internal processes have not been put in place to support the content contributors. If you look to a CMS to solve your website maintenance issues, you will be disappointed.
9. You Have Too Much Content and the Content You Do Have is Not Conversational
Part of the problem with content maintenance on large corporate websites is that there is too much content in the first place. Most of these websites have “evolved” over years, with more and more content having been added. At no stage has anybody reviewed the content and asked what could be taken away. Many website managers fill their website with copy that nobody will read. This happens because of: A fear of missing something: by putting everything online, they believe users will be able to find whatever they want. Unfortunately, with so much information available, it is hard to find anything. A fear users will not understand: whether from a lack of confidence in their website or in their audience, they feel the need to provide endless instruction to users. Unfortunately, users never read this copy. A desperate desire to convince: they are desperate to sell their product or communicate their message, and so they bloat the text with sales copy that actually
conveys little valuable information.
10. If You Neglect Your Internet Strategy, You Are Going To Be Doing A Lot Of Catching Up Later And May Never Make Up Lost Ground
Consumers are skeptical of everything today and your brand is not exempt. The old model of developing and testing messages along with reach and frequency are not viable at a time when consumers are not spending. The whole model has changed and your website it a key brand touchpoint and says a lot about your company.