I’ve heard a lot of bad advice about website development. A LOT OF BAD ADVICE. So, I take it pretty seriously to title this article as having the “WORST ADVICE” about website development. Now, I’m throwing out all the genuinely stupid advice (“you should build your site entirely in Flash!” “Mobile doesn’t matter!” “Static HTML is the way to go!”) and focusing on the advice that SEEMS like it might actually be good advice. I’m talking about the worst advice that might appear to make sense on the surface.
OK, so what is the worst advice?
“Hire an agency that only builds websites for professionals in your field.”
You’ve seen the ads, so you know what I’m talking about. “We are accountants who build websites for accountants.” “We only create websites for lawyers.” And on and on. You can find agencies that specialize in these niche fields for just about every profession.
On the surface, most of these agencies present a decent case for using their services. Because they only deal with content in your field, they know your field inside and out. They’ve built a lot of websites in this particular field.
That sounds pretty good, right? So, what’s the downside?
Narrow Focus
They have a very narrow focus. They don’t have expertise in any field other than yours, which means they don’t have the opportunity to pull creative input from other fields. You might be surprised at the out-of-box thinking that can happen when you allow creative ideas to flow from multiple disciplines. Can a manufacturing website inform the strategy of an attorney’s website? You betcha!
Breadth of Expertise
Niche agencies don’t have a breadth of experience and expertise to drive the very best strategy for your website. Here’s a little secret other agencies might not share with you: we learn something new with every website we build. Agencies that build across multiple verticals develop a breadth of expertise that ultimately brings the creative strategy you need.
Cookie Cutter Websites
Take a good, hard look at the portfolios of the niche agencies. Their websites are all very similar if not downright the same. Your business is unique and special. You can’t afford to have your website to look and feel just like your competition!
You Need Better
You need a website that is strategically designed to generate leads and pull your users through your online sales funnel. You don’t need the same thing as everyone else in your industry. Your website needs to set you apart from your competition and showcase your unique value proposition.
What Now?
Do you want a cookie-cutter website that looks just like your competitors’ websites? Of course you don’t! Your website can work hard for you bringing in leads and sales, but only if you have a well-developed strategy that designs your website to function as a sales funnel.
You need the very best strategy so your website works for you. Are you ready to talk about the benefits of your new website? Call Marketing Essentials today at 419.619.0080 to start the discussion and get your project moving in the right direction.
