We are advocates of advertising in various forms of media. However, we’ve noticed a trend in one of the forms we’ve engaged in over the last couple years. In some ways it is disturbing….or at least a bit annoying. What is this trend? Why does it bother us?
There have been a number of requests for project solution quotes by people who do not have any form of communication other than a telephone. No fax. No e-mail. No text messaging. Some of which did not have a functioning computer at the time of the conversation. It wouldn’t be an issue if it weren’t for the fact that the project requirements discussed involved websites that included a great deal of interaction with the visitor. The details presented to us included many functions where the user would connect with a website to acquire a specific solution to a need. That’s great, however what is not so great is what would be required on the site owner’s end. A computer. One that is connected to the Internet.
You cannot expect to build a website that interacts with visitors unless you have the support structure behind the scenes to fulfill the needs of people that are looking to become more than just visitors to your site. Those are called “customers”. There’s a theory of practice out there known as customer service and it requires time and effort. A website will only be able to do so much. Granted, the level of service provided by the website can be extensive…but there is still a responsibility of the site owner to routinely maintain the product/service offerings of the site.
If you offer a product or service, how do you expect to receive order requests or inquiries with a modern mechanism of delivery (e-mail or even text message)? What is your plan to complete the process of conversion in a way that does not inconvenience the customer? Most transactions are handled electronically and some products only require a digital delivery. However, some of the prospective clients we talked to wanted to deliver physical products with no way (that was apparent to us) to be notified that an order was placed. Other potential clients wanted sites that “do all the work” without realizing that the data driving the website would need to be added. It doesn’t just magically appear. It is also not the primary responsibility of the development team to produce the content for a client website.
Website owners need to understand whose responsibility it truly is to own and operate a website. Theirs. It is an extension of your business…even if your primary business is the website. Ultimately, you as the owner are responsible for the information and the products and services offered on the site. It is your responsibility to insure that customers can complete whatever goals you define for the site (buy products, requests services, find information…etc.). The website development, hosting and search engine marketing teams you employ are there to support your efforts. Their goals are to provide you with the best services available. That does not mean they can run the online portion of your business for you. They can only work to transform your ideas into a functioning website or digital application.
We appreciate opportunities to work with clients, but there must be a mutual understanding of the roles all sides play in the process.
