There is a longstanding website strategy that uses an ecommerce or lead generation website as a marketing tool to raise awareness of new products and promote brand priorities.<\/p>\n\n\n\n
This strategy is broken.<\/p>\n\n\n\n
Marketing is what drives customers to company and brand websites, not what should exist on the website.<\/p>\n\n\n\n
What should exist is content designed to help customers accomplish two goals: research and purchase products.<\/p>\n\n\nYour content should be\u00a0focused on\u00a0helping customers research and purchase products. <\/a><\/span>Share on X<\/a><\/span>\n\n\n Most companies are organized to manufacture and deliver products across a complex supply chain. They have processes for managing production, margins, quality assurance, advertising, marketing, PR, and communications.<\/p>\n\n\n\n These processes extend to the company website strategy that witness a biennial exercise in hiring a marketing agency to redesign the website completely with reckless disregard for past lessons, but with cool new features and design.<\/p>\n\n\n\n This old model lacks an effective process for managing customer service and success on the company website. This makes it nearly impossible to create or redesign a website that is relevant to customers. Ultimately, this directly affects the revenue earning potential of the website.<\/p>\n\n\n\nThe old brand strategy<\/h2>\n\n\n\n
Typical business website strategy<\/h3>\n\n\n\n