Step by Step Marketing for Small Businesses

The Pursuit of More (on your website)

I was recently reading the book “Essentialism” by Greg McKeown, which is phenomenal by the way, and thought so much of it can be, and should be applied to website design.  I plan to write several articles about web design, each originating from an element from “Essentialism.”  This is my third blog using Essentialist criteria for creating your website.   

Blog 1 – Edit your website’s noise

Blog 2 – no website can serve 2 masters

One chapter in the book is titled, “The undisciplined pursuit of more.”  He covers subjects like ”too much social pressure” and “the idea that ’you can have it all’.”

Many try to fit everything in their website, regardless of its importance.  They connect it to every social media outlet possible and they try to market it to every possible buyer believing that maybe it will help them sell one more item.  Unfortunately, what this really does is dilute their importance and showing the customers that they have no focus. 

Do you have a business-savvy web designer

I recently talked with a potential client, asking them to fill in a questionnaire I use before I start working with them.  This questionnaire is a vital collection of data that helps them as much as me.  I quickly see how well a client knows their business and their goals.  For this client, his marketing answers were vague and ambiguous basically saying their client was all small businesses in the entire nation. 



Clients with real focus

Where this sounds like a wonderful goal and direction, it had no focus.  Therefore when it came to their website, it would have had the same lack of focus.  As we talked more, we began to narrow the client’s goals and focus.  Rather than the entire nation of small businesses, their focus soon was local customers in the technology fields, and businesses under 50 employees. 

Not only did these new criteria focus the client’s efforts, it gave me the clarity to focus the website text, imagery and design.  The website now had a very clear direction and new customers knew they were in the right place because the look and feel resonated with their business market. 

Can we really “have it all?”

It is nice to believe the old wives tale that we can have it all, but it simply isn’t true.  And would we really want it all?  I would much rather focus on those things that mattered most to me and leave the rest for those that had a passion in other areas.  I hope that as you design or re-design your website you will keep in mind that every detail about it is an example of your company.  Make sure that only what is necessary and vital to your company’s goals are included in your site.

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