I think the mistake that so many small businesses make when designing their website is to think that its supposed to be an "online brochure". Yes, you need to have informative content on your site, but the key question must be asked:
What is the main purpose of the site?
- Is it to create sales leads?
- Is it to sell products directly?
- Is it to generate brand awareness?
Whatever you decide, that needs to remain the focus throughout the design process. Dont create an excessively informational online brochure if your main goal is to capture leads. That kind of thing.
Basic marketing rules need to be kept in mind when designing (or conceptualizing) your website - or else it certainly is just going to be a waste of money. This is exactly the same as investing in any marketing medium.
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