Se7en deadly sins of online – WRATH

We are uncovering w00tonomy’s take on the se7en deadly sins and the virtues of Content Marketing. These are the vices we’ve seen drag businesses into the express elevator to redesign hell. Going down!

WRATH – blaming the customer for not caring

The last sin in our series happens when all that excitement over your site launch is a distant memory and you start to hear the murmurings of another site redesign. The lack of post launch editorial planning has started to destroy that great design that you agonised over. As the content has been lumped onto the site the usability has been lost and customers complain that they can’t find the information they need. The analytics which were a key part of your business case to support the site development budget have become just another spreadsheet of numbers that are reported each month – no follow-up action and no progress. And a recent customer survey that you ran online your customers say that they find your competitor’s site better and easier to use.

This is when the defensive rage starts to kick-in. The problem is not yours, it’s the customers. They don’t really understand your business; there are very few people interested in your content and it is very dry and uninspiring so it is not surprising nobody wants to read it. And finally your customers don’t really like to use net anyway. Over the years we at w00tonomy have heard all of these. If any of these are true then you should probably question why you built a site in the first place.

The reality is that away from the jargon and Internet speak, carrying out your business online is no different from any other aspect of what you do – it has to be audience focused. People want things that add value to their lives. People like stories and dislike advertising. People like to build trust through relationships over time. People like to learn through interaction. People like to be in control and not be interrupted. What makes online so different is that it condenses all of these experiences onto a single screen.

This why we at w00tonomy are driven by the belief that “every business has story to tell each one of its customers” and why it is the most effective and only way to build long-term relationships online.

Se7en deadly sins of online – PRIDE

We are uncovering w00tonomy’s take on the se7en deadly sins . These are the vices we’ve seen drag businesses into the express elevator to redesign hell. Going down!

PRIDE – just expecting your site to work

mission accomplished

Remember the film The Field of Dreams ? In it, Kevin Costner was told that if he turned a field into a baseball pitch dead players would turn up to play on it. He was told: "Build it and they will come."

In the online world, baby, they don’t. They really really don’t. You have to go and get them with the content you have to market, no matter how much good work you’ve done.

The Information architecture may have been well designed; the creatives and navigation structure may have been user tested and the stakeholders may have all signed it off. No doubt, the content management system is industry standard and you bet it’s flexible enough to cater for future developments. It goes without saying the site is 3A, XHTML and W3C compliant to boot. Your analytics package will be in place ready to measure the large number of customers who will come to admire your work. You are all so very very proud as your new site launches. Look upon our works, ye mighty, and despair. You have built it and they will come.

But they don’t and after a short peak of modest initial interest the traffic begins to die off. It dies because you haven’t attracted anyone to your site with interesting stuff .

The reality is you live and die by your content . No matter what your business, when you are online you are in the content publishing business. The content your beielve in and want to market is the only long term determinant of the success of your site.