Cheap and Stupid Websites

  • by Michael - March 22, 2015 - 1:26pm

Mixed messaging in your website offer

First Impressions

If you could use anatomy as an analogy, then your website is your face. It’s often the first impression your organisation makes with prospective clients or business partners. Your landing page must leave a positive and lasting impression, while conveying a concise snapshot of what you offer. You can either get it right, or very, very wrong. Obviously, a deep understanding of your audience and their needs is a good starting point. Not articulating your message correctly is an unforgivable error that could cost you potential business. Two glaring mistakes stand out from a recent website review of more than 300 of Australia’s largest IT Integrators. Here are the worst messaging clangers spotted on some of their websites.

Free quotes

Business owners are entitled to offer free quotes if it’s common in their industry. In the retail landscape a plumber, painter or a lawn mowing service usually provide an obligation free quotation to prospective clients. In the enterprise technology world this type of “retail marketing” doesn’t translate well. It conjures images of a small-time operation who consider a sharp price their most important selling point. Every IT provider seeks a special bond with their customers: trusted advisor is the term that’s bandied most often. Have you ever heard somebody boast that they’re the cheapest advisor? Hardly an achievement that would instil confidence in a seasoned buyer.
If your go-to-market strategy is to emulate the marketing strategy widely used by a mowing service then continue offering free quotes. If your aspirations are a little loftier, then look to incorporating messaging that outlines what you provide: good advice and solid engineering skills.

Eliminate the free quotation offer from your messaging. It makes you look cheap!

Australian Owned

Buyers don’t care about the nationality of their business partners unless there are legal or compliance considerations that must be met. Touting jingoistic “buy Aussie” taglines may work for some types of businesses but for the IT Professional, it’s largely irrelevant. Forget about your “dinkum” credentials and focus on the universal messages that resonate with prospects;

  • How does your offering increase employee productivity and operational efficiency?
  • How does your offering reduce operating overheads?
  • How does your offering reduce business risk?

Stick with these “bonzer” ideas and your messaging will make a better impression with prospects!

note on generic email addresses

If an email is sent to your generic email address like what happens? Does your email auto-responder kick in advising the prospect that their message has been received and they should expect follow action shortly? Often it’s the first interaction prospective clients may have with your organisation and its vital this first impression is professional, positive and lasting. Auto-responders are easy to configure and can include sales and marketing messages to help reinforce the impression you wish to make. Invest your time in writing a brief, but informative response and let the technology take care of the rest.