There is a lot of science and skill that goes into websites that produce results.
There is a quick overview of this complex topic below.
This section deals with how to interpret the quotes for websites.
Distinguish between 2 types of school websites that you see.
There are two distinct types of websites which you’ll observe out there.
- Websites that are built with your brand as the centre of the universe
- Websites that are built with your customer as the centre of the universe and your brand as the guide
Before you build your website you need to know what you need and how to get what you need.
1. Websites built with your brand as the centre of the universe
This is the old way of building websites. It comes from a viewpoint that your brand is the hero.
The problem with this thinking is that, in a customer’s story, the customer is always the hero.
When the brand becomes the hero of the your communications it conflicts with the customer’s journey as a hero. The brand must always be the guide, never the hero, in a story.
How do you see this in self-centric, brand-obsessed websites?
There are some tell-tale signs to look out for.
1. The website copy reeks with: We, Us, Ours.
The website story is about you, how great your school is.
This also manifests in the design, the architecture, the value you convey to the customer…in everything.
The whole thing is about your brand and not the customer.
2. The Navigation starts with About Us.
The Home Page dwells on the brand victories, brand awards and brand successes.
The links mirror what you want the customer to know about you: your brand, and your company.
3. The website copy tells, but makes no attempt to sell.
This type of approach to website builds does not work any more.
The customer is more savvy now. He is interested in value for himself.
He evaluates companies on the value that the brand brings to him, not on how great it is.
2. Websites built with your customer as the centre of the universe
This is the modern way of selling on the website. Smart brands have realised a few things:
- Customers buy from brands and people they trust
- To build trust and get customers to identify/ relate with your brand, you must address their pains/ problems/ needs
- You need to craft your story around their problems
- You need to be the guide who helps customers solve problems.
- The guide show customers how easy it’s to buy, why they should buy your brand as opposed to other brands, and reinforces credibility with the use of social proof.
Many websites end up as a complete waste of investment as a result of this wrong focus.
Unless you, the client is informed of ways to detect this and prevent it from happening to your brand.