Contractor Power Web Notes August-05 by Norm Denroche
CP Web Notes is our new monthly web development and marketing commentary. One of the comments I made last month in this column concerned the entertainment factor of a web site. Specifically my remark was "What is the goal of your web development efforts? To amuse and entertain, I think not. Yes, your site should be visually appealing, but not necessarily entertaining."
That remark prompted a few enthusiastic replies, the majority of which were in total disagreement with the comment. Most argued that a web site was on par with a TV commercial in many respects. They felt that without providing an entertaining online experience, the viewer wouldn't remain on their site long enough to become a sales lead. I felt an explanation of my thought process on this subject was in order.
First of all lets distinguish the major difference between a TV commercial and a web site. TV commercials are intrusive interruptions in your leisure time. They are not a requested product presentation or desired information. Without the entertainment factor, a bathroom break, refrigerator raid, or clicking impulse, would negate the commercial altogether. TV commercials used to be a sales platform to a fairly captive audience. Today with the remote control in hand no commercial is safe. The other factor has been the proliferation of channels and and segmenting of markets. Advertising on TV isn't what it used to be. Today the 30 second TV spot is more about getting you to talk about and identify products through humor or an entertainment factor. This is an extremely inefficient way to advertise, build a brand, or sell most products. As you have probably noticed the 30 second network TV spot is monopolized by the corporate giants with very deep pockets selling commodities.
A web site on the other hand is totally none intrusive. If a viewer lands on your site it most likely is part of a quest for specific information. The viewer has a need for an Electrician, Roofer, Landscaper or other service provider and they are knocking on your door (web site). The online viewer wants to know if you can provide the services he's looking for? He wants to know if you're qualified, if you're dependable, if you're local, who your past customers are, who your employees are, why he should select your company to work on his most valuable possession?
Viewers of your web site have a specific need or they wouldn't have bothered turning on the computer. Don't waste their time with a web site that doesn't give them the facts about your company in a concise and well organized layout! Give your viewers a reason to send an email or pick up the phone and call. Give them the information that they seek and not a tech show that requires a new plug in or browser up date.
The web analysts at Contractor Power review over 3,000 industry specific web sites that are submitted to our Search Engine each month. Each site is manually reviewed for appropriate content before entry in to our Search Engine. We are uniquely qualified in the field of online marketing.
Keep the comments and questions coming.
Norm Denroche |
