Why Do Websites Fail?

Maybe you feel like you’ve done all the right things with your website. You’ve read the books, implemented the keywords, paid for search engine optimization, tried pay-per-clicks and still nada-nothing-zippo. Perhaps you are now having the realization of “Hey, I stink at this!” Not everyone is destined for web success.  Having a website does not guarantee you are a successful business. Why do websites fail?

  1. Your passion and thoughts. What is it you really love to do and are good at doing? How does this translate to having a website or does it? If you think for even one minute that a website will not work for you – I can guarantee you it won’t! Your thoughts are very powerful. If you’re simply just not into having a website and the energy it requires – then throw in the towel. Maybe you’ll have a website that is just a glorified business card for credibility, information for clients, etc. That is totally fine! Why keep banging your head against the wall trying to figure out why your website isn’t working? Take that energy and put it into what you absolutely love to do. Something that makes your brain say, “I can’t wait to get up in the morning to do this!” That is your true passion and calling in life.
  2. Target audience undefined. Many website owners have no idea who they are targeting to buy their products or services. When authors come to me and say the whole world wants to read their books and they just know if they put up a website, the million dollar bills will be rolling in. Or realtors think their target audience is “anyone who wants to buy a home”. Folks, these are not target audiences.  I’ve even had people ask me who their target audience should be – can you believe that? If you don’t know your target audience inside and out then how on earth can you be in business either on or offline?
  3. Highly competitive industry. There are some businesses that simply don’t have the resources to compete in a competitive market. If you know there are millions of websites or businesses competing for the same target audience you’ll need to be creative. Is there a niche within that large target audience that you can capture? You will need to spend more money on pay-per-clicks, search engine optimization and marketing to even get noticed amongst the millions. There are no guarantees but it’s worth exploring. Try this for a visualization: Let’s pretend you are selling flowers. If you opened a brick and mortar retail store selling flowers on the same street where there are 200 florists – how would you compete? How would you capture your target audience?

If you’re really weary of the whole web scene – don’t despair! You are certainly not alone and here are some options to consider:

  1. Keep your domain name(s) and hosting for your website. Take a look at it maybe once a year and see if you want to add new photos or text. Having a website does give you credibility and you’ve already spent time and money on it so keep it up there.
  2. Focus your time, money and energy on offline efforts to reach more of your target audience. That may be printed advertising, radio spots, networking events or cross-marketing with those who refer business to you.
  3. Turn your website over to a reputable web company and go have some fun at the beach!

Remember, you are a winner, wildly wonderful and wise with or without a website. WOW!

Wacky Mags

If you’re looking for a unique, funny gift for someone this is a great site – Wacky Mags  (www.wackymags.com)  Upload a few photos, type in some titles and they create an official-looking magazine cover for you. These guys are really good and will also add some of their own humor. Very funny! I’ve used them twice for retirement gifts. I think they are still laughing and I know it’s proudly displayed in their homes! We didn’t design this site, I’m just passing it on because I think they do wonderful work and obviously have fun doing it!

 

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This article was written by Anita Larson, The Web Muse & Co., www.thewebmuse.com Please or call 303.791.9539 if you'd like to reprint any information in this Museletter. Thanks! © Copyright 1999-2006 All rights reserved.