Translated from our Japanese archive. Dates, product names and examples reflect the original article; this is not an updated product or service recommendation.
What makes a website unsuccessful? Conversely, what makes one successful? Is attracting a large audience enough, and why do you need that audience in the first place?
This article looks at ways to make better use of a website.
Do you have a web strategy?
Everyone knows the word strategy, but I wonder whether every website is built with a clear strategy behind it. The task is to define a goal and choose the most direct way to reach it. Setting that goal is essential.
The same principle applies in other fields. Architects spend considerable time researching and planning a house before the first nail is driven. This preparation is a major difference between amateur and professional work.
Before commissioning a website, think carefully about your future revenue target and the services you want to offer through it.
How will you stand out?
You have many competitors, including businesses in your industry and sites competing for the same search terms. To grow sales, you need a clear selling point: your strength.
Use that strength to differentiate your site and give people a reason to choose you. Highlighting your core product on the homepage is one way to do this.
Have you defined your audience?
Expensive advertising and high visitor numbers will not help much if you have not identified the right audience. It is easy to assume that simply putting a product online will make it sell.
Three useful starting points are age group, people ready to buy now, and industry.
Think continually about the problems faced by people who need your product now. Show how buying it can solve those problems.
Are you developing your own understanding of websites?
A web production company brings professional expertise, but it may not feel the same personal commitment to your sales as you do. Its role is to put you on a strong starting line. You are the one who must keep running.
Read about web strategy, marketing and operations. Building your knowledge helps you work with your production partner on a more equal footing and create a better site. Without that effort, a website can become little more than an online business card.
Balance cost, speed and quality
A project that works for both sides must balance cost, speed and quality. Faster delivery can mean lower quality or higher costs. A larger budget can support faster delivery and better quality. Accepting lower quality may reduce both time and cost.
Good work requires an appropriate investment. Demanding everything at once is unrealistic; even if it seems possible, one side may bear the loss.
Looking ahead
These are basic principles, but strategy matters. Advanced technology, attractive design and excellent services need a purpose. Without one, the website may achieve little or lead to expensive changes later. Plan with the future in mind.
