As a part of the presentation I gave to the Las Vegas Chamber of Commerce, I listed four reason why the life of a typical corporate website is not an enviable one. Here’s a recap:
1. It is Static
Which means that the day-to-day efforts that make your company great are not being reflected and shared with your visitors. Those interesting ideas, insight, thoughts, and opinions you have? Lost.
A static website also lacks the ability to have a dialog with your customers and prospects. It is clear to me that the power of blogs and podcasts is that they are predicated on an architecture of participation.
2. It is Cumbersome to Update
Anybody with a voice in your business hates your website. Why? Because it’s too damn hard to add a new page. Don’t believe me? Here’s the steps:
- Open a new page in favorite editor
- Create/write the content
- Spell check
- Preview the content locally
- Upload the new page via FTP
- Secretly test the page
- Revise the navigation scheme throughout the website to reflect new page
- Rinse and repeat
Blech. Not exactly conducive to new content.
3. It’s Hard to Find Stuff
Do you know the average time a first-time visitor spends on your website? Three minutes or less. And because you’ve placed important content in a variety of places, there is a good chance that your visitor is missing something you thought was important.
4. Google Doesn’t Love You Anymore
While search engine optimization techniques still have value, Google give much more weight (and search result order) to content that comes from a dynamically-created, often-updated website. Like a blog. Or a podcast.
There have been no less than three occasions (that’s I’ve gone to the trouble of checking) when I placed new content on a site (either blog or podcast) that could be found on Google within one minute.
Bottom line: A static corporate website will become more and more problematic as time goes on and users expect more from their vendors/solution providers. The question you have to ask is, are you willing to risk losing business to your competitor because you haven’t taken the steps to communicate the way your customers want?