The Marketing Minute - It Takes a Village... to Create a Website

Understand the skills required to create a website, and ensure that you have the right team in place to succeed.

It's critical that you build a solid foundation from which to execute your firm's marketing program. Your website is the most important part of that foundation. Here are some things to think about before you hire your cousin the "web guy" to build your site.

You have 5 seconds to make a positive first impression.

Visitors will either be immediately impressed with your website and stick around, or hit the back button and move on to one of your competitors. Don't blow this opportunity by cutting corners to save a few dollars. It actually takes four distinct skill sets, normally a team of at least 3-4 people, to create a site:

  1. Marketing management – You need to aim before you fire, defining your goals, target audience, and how to best connect with that audience through the information presented online. Someone also needs to coordinate all of the moving parts.
  2. Design – This is the touchy-feely aspect of your website, ensuring that the color scheme, page design, and imagery present your firm in a way that immediately appeals to visitors. Do you really want to use the same "two suits shaking hands" photo that the local plumber uses?
  3. Content – Another distinct skill is the ability to take what you want to say and communicate it in a way that your audience can actually understand. Not only is the word choice important, but also the way the information is presented through headlines and bullets - like in this article.
  4. Development – This is probably the skill that your web guy offers. Do you have a choice of flexible website platforms, or does one size fit all?

Someone has to do all of this!

Most marketers have expertise in one area, and I've never met anyone with more than two of these skills – including me. Find the right team and you'll not only have a compelling site, but you'll also end up with a solid foundation for your firm's marketing program.

If you can't measure it, don't do it.SM


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