As we all know, a camel is a horse designed by a committee.
So it is with many websites.
Digital camels.
Every page on a website should have only two objectives:
- Provide the catalyst to ‘convert’ to the next step.
- Make the conversion easy.
Not every page is a sales convertor, but each page should play a role in the progressive process towards a transaction, whether it be the first, or the twenty first, only the number matters.
The most common response I get when I make these sorts of observations are: ‘we need to educate‘ and ‘the objective of the site is brand building‘.
Both are valid drivers of the content of a website, but unless they ultimately lead to sales, they are little more than platitudes and good intentions.
Is your website just an elegantly coiffured camel?
