The “Why Am I Here” Score

I looked up the websites of 75 different organizations in a particular industry for a small project. My goal was to look at the sites so I could figure out which of 6 or so different buckets that each of the organizations fell into. This would help me develop a plan to research the right ones more effectively.

Unfortunately, 65 of the 75 websites I went to did absolutely nothing in the first 2 clicks (I left each one after two clicks) to tell me

  1. what the organization offered
  2. identify any nugget of information that could help me categorize them effectively or
  3. help me understand how that organization made money (they were all for-profit ventures)

Bloated, confusing, jargon-filled mission statements and copywriting on the main pages of a company’s site do nothing to help the new visitor understand anything about the company or what to do next.

So, how about developing a way to quickly asses website (or other media) designs in terms of the consumer/customer/visitor and figuring out why they happens to be on the site in the first place? 

One simple way this could be evaluated is by whether or not someone knows what to do once they land on your homepage. There’s a ton more, but the overall message is to come up with some kind of generic benchmark (like CTR is a generic benchmark) that helps designers understand if they’re confusing the visitor.

How else could we measure this?

 

Stop Hoarding Your Work

A few days ago, I got an informational handout from a company that made me laugh. Basically, the bottom of the page featured the disclaimer: “Reproduction by any means is prohibited without permission. If you’d like to purchase copies of this handout please…”

This was from a consulting company that makes all of its money from in-person engagements with medium to large companies.

If you were running a consulting business and wanted to get more leads and help other people share how great you were as a company, wouldn’t you let people copy and distribute simple handouts? But let’s be clear. I’m not saying they should allow folks to steal their copyrighted information or intellectual capital.

The more your name and information is out there, the more chances you have to book an engagement.

What are you giving away?  What are you not giving away?  Worse yet, what are you scaring your existing customers from not sharing by means of your outdated policies?