Tuesday, May 29, 2007 08:05:33 AM EST
Syracuse, NY
By Matthew Shuff, President
So you're teenage son is a computer wiz. I'm sure you're proud. Maybe he even has his own website. Hey why not let him build one for your company? Yeah, make him start earning that allowance you've been giving him all these years.
He knows how to build a website. He already has all the software. He's done some really “cool” things with graphics. He'll whip up some snazzy design. You can dictate some verbiage. Easy as pie.
You made a great team before, crushing the competition in the three-legged race at the father/son picnic. You'll get him off the couch, you'll bond, and you’ll save a bundle. Sounds like the perfect idea.
While you're at it, why not let him write your business and marketing plan? He knows how to type. Now that you think of it, he's pretty articulate for a 14-year old. Maybe he can go out and close that next big account you've been working on? I'm sure he can use a pair of scissors, too. Need a haircut? Just a little off the sides perhaps?
Are you beginning to get my point? Just because someone knows how to do something doesn't mean they should do something.
In fact, “how” is way down on the list of questions a successful company or leader should ask. Successful companies do not start off asking “how” and “when.” They start by asking “what” and “why”?
If you can't figure out “why” you need a website, do you even care “how” you get one built? If you have no idea “what” your website will say about your company or “what” your website will do for your customers, do you care “when” your site is built or “how” much it costs?
If this all too common scenario sounds a little familiar step back and think about “where” you want your business to go.
A company that doesn’t care starts off by thinking of implementation instead of asking itself tough questions. They don’t realize that a website is now the face of their business and one of its most powerful marketing tools.
Example: We need a website, well...because everyone has a website. We don't care how it is done because we’re not techies. We don't care when it gets done as long as it's done ASAP. We don't care how much it costs as long as its dirt cheap.
Guess what? You're kid probably doesn't care either. He's already calculated to the decimal how many songs he can download to his iPod with the few hundred bucks he's gonna make, and designing websites sure beats the stuffing out of mowing lawns.
In contrast, a company that cares looks both inward and outward (to its customers) to answer the tough questions necessary to create a web strategy that will support and grow its business. They realize the impact a website can have on their company.
Example: Why do we really need a website? What are our objectives? What can we do with our website to increase sales and revenue? What can we do with our website to provide our customers a unique and valuable experience? What can we do to ensure our customers are 100% satisfied? What is our customer acquisition cost and profit?
If your teenage son can help you answer these questions and translate them into an effective website that can communicate your value, attract customers, and accomplish your goals, then he should not only design your website, but he should call me. I have a job waiting for him.
About the author: Matthew Shuff is the President of TechMark Consulting an Internet Marketing firm in Syracuse, New York.
© TechMark Consulting 2007. All rights reserved. Republication or redistribution of TechMark Consulting content, including caching, framing or similar means, is expressly prohibited without the prior written consent of TechMark Consulting.