e-dreaming

We've been developing websites now for, well... really since almost before there was such a thing.  Like everyone else, in the olden days (of the 90's) the websites we produced we're pretty much just an online version of a printed brochure – it gave the basic information, the pitch, maybe some photos of products or people receiving the service, and maybe even some pricing.  It seemed at the time like it was a pretty cool thing, i.e. saved some trees, saved some money, and made the information available free to anyone who wanted it from anywhere in the world.

It amazes me, though, that all these years later, there are still so many website owners that have not progressed much beyond those good ol' days, still producing websites that are little more than electronic brochures.  In spite of our best counsel, we still have clients who (often for budgetary reasons) are stuck in brochure-mode.  But today's websites should always DO SOMETHING! 

I often tell our clients that they have two choices: Your website can make you money or it can cost you money.  Which do you want to do?  Then I try to help them see that the choice is really obvious.  Some folks instantly see (because of the nature of their product or service) that they can sell their product online.  Others, who may not sell low-priced products, often struggle to understand how they can make money on their website.  If they offer an off-line service, or sell an expensive product (like a house), they may not readily understand how to make money on their website.  That's why it's important to get creative, and explore new ways of doing things – new ways of thinking about transacting business.

Many years ago, I worked for a little company that delivered packages.  The founder of the company was known for doing crazy things, and thinking of the parcel service differently.  But when we who were in the technology side of the business were told that we needed to ride around in the delivery trucks and figure out how to distribute technology – put it in the couriers' hands, and actually provide an improved service to the customer somehow, well... it all seemed a little crazy.  Almost three decades later, virtually every major carrier in the world has copied that technology which we first developed at FedEx.  And as consumers, we have come to expect – even demand – that we know precisely where our packages are at all times (something that prior to Fred Smith's visionary notion, was unimaginable!)

So, don't think of your website as a brochure.  Think of it as an opportunity to create a new way for your customers to do business with you.  Look at the inefficiencies in the relationship you have with your customers or suppliers.  Think about how you could improve information flow, reduce inhouse costs, upsell, communicate, etc., then just DO IT!