Warning: The Dangers of “Nice” Websites

You know what they say, always be careful of the nice ones. This saying is true is more scenarios than you know.

“Nice” websites are quite possibly the most dangerous and harmful of all because of their deception.

You will only know you have a nice (not great, not strategic, not powerful) website when the phones stop ringing 6 or 12 months down the track.

So time for the test, do you have a “nice” website?

Autogenerated Transcript: Warning: The Dangers of “Nice” Websites

We have a name for websites that look good but don’t hit the mark with the target audience, we call them nice websites.  Show your friends and family, looks nice, show your staff, check the photos are nice, show the bank manager, well that writing is nice, show your target audience, yeah and nice websites are the worst kind of website a business can have.  Because if you rebuild your current website into a nice website, it’ll be 12 months before you realize and it’ll cost you dearly.

So why is that, well the website looks good but it doesn’t hit the mark with the target audience and the only sign will be a drop in new customer numbers.  But not hitting the mark, not saying the right thing, not getting the important messages across, those new visitors to your site, the ones who don’t know you and haven’t experienced your service, will be much harder to convert and those numbers will drop.

You know in contrast, if we look at your loyal repeat customers, well they love you, they know your business and the services and products and they’re happy with it, they visit the website only for you.  Information when you think about it you could probably paint your website completely black and provided you put your phone number underneath the loyal customers will continue day in and day out, a couple of them might even comment on your website, it’s nice.  Now I’ve seen this happen over the years, in some cases it’s the design, too edgy and too blend in, others it’s the content, a wording that just grates with the customer sentiment.

KBB Digital’s online Website Review tool gives a score of a website’s effectiveness

An example of a case in point, my firm which sort of dropped from the removal of one critical piece of information on the homepage which was we will beat any competitors price even though the policies still applied and we’re still on the website and all the regular customers still called on it, it wasn’t known to potential new customers and those numbers dropped off and it wasn’t easy to pick.

Because existing customer numbers, in that case you’re doing fine and that’s the dilemma here because new customers have a large blood of any business and I guess what it reinforced to me was the importance of data and the discipline to take the time to look better, if you keep records of new customer sales it’s worth having a look and it’s also worth taking a fresh look of websites with the eyes of a potential new customer and if you realize that you have a nice website then do something about it because a drop in new customer numbers isn’t nice and neither is that pun good.

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Dave Chaffey

Dave Chaffey is Digital Marketing Expert on Channel 7’s Kochie’s Business Builders, and Managing Director of KBB Digital. With a keen eye on innovation and developing trends, Dave Chaffey concentrates squarely on digital marketing for growing SMEs.

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