A lot of money is exchanging hands today in the design and manufacture of websites. People get the “Is” of the website. It’s a thing. Every company needs a site. But the vast majority of websites are all about the Is not the “Does.” And if there is a sense of Does, it’s about offering information. Contact. About. Products. Some conduct ecommerce on their websites, but very few.
The best websites start with the “Does.” What is the role of the website in moving a customer closer to a sale? I think it was Ford’s James Farley who first said “Good advertising makes you feel something, then do something.”
We might call this approach doability. Doability before usability.
As ad agencies wean themselves from making just ads and move toward selling applications and selling buildables, they will transform what the modern website looks like. And I can’t wait. Brain Solis of the Altimeter Group said last year “It’s 2013, why do websites still suck?” Because they are overlooking the Does.
Brand planning starts upstream, pairing what a company is good at with what customers want. Great websites do the same. They start upstream. Call it customer journey or whatever you like, but websites are about predisposing customers toward a sale at the very least and about placing an order at the very most. So please don’t share this post. Write or call me and let’s do.