There is no formula to the formula
by Fred Roed on 18/01/06 at 10:25 am
4 comments
It seems as if every website company, website marketing company or web development team has a formula, or ‘an off-the-shelf’ system, that they pawn to potential customers. (See our Webcan system on World Wide Creative’s site as an example of a really good one – ha!) I have noticed that website companies often try to fit formulas (or systems, in consulting parlance) as to how they tackle each project. Now take a look at two websites: These two sites, Leo Burnett and About.com, are two examples of very effective websites.
They both work. Both attract millions of visitors, and both have won numerous awards for their design.
Leo Burnett is an advertising company; About.com is an information directory. Each were developed using two very different procedures, and very different tools, yet both are working very well for their owners. Leo Burnett has people referring others to their site via word-of-mouth; the other one drives people to it with a super-sharp SEO structure.
As website developers we cannot use a conveyor belt. We certainly cannot save time by creating ‘a one size fits all’ formula. If we believe in doing the best for our client, it is our duty to conduct a marketing audit first and adapt to the needs of our client.
Moreover, in the case of a client not being able to afford the time and expense of a website ‘done right’, then maybe they should not do it at all (as apposed to an el cheapo, ‘my cousin’s just done a web course’ hack-job)?
Fred Roed is the marketing guy in the Ideate crew. Fred is the CEO of web marketing company World Wide Creative and the co-founder of online learning portal Heavy Chef. Fred loves writing about people out there doing marketing right. Follow Fred on Twitter here. View more articles by Fred Roed.
Andrew
Jan 18th, 2006
I agree that a very complex and function-rich website (such as About.com) must be done right (ie expensive), or not at all.
I think companies could have very simple websites done right for small amount of money, but often they bite off more than they can chew, and end up with something horrible. I believe just about every company needs a website, but most would be served best by a one-pager that is neatly designed, with a bit of information about what they do, and clear contact information (check http://www.flagkit.co.za – a simple site that is working for its owner, and was cheap to set up).
Steve
Jan 19th, 2006
Wow, that leo burnett site is amazing,
i mean i think flash is largely a waste of time, and hardly ever done right, but that site had me entertained for like half an hour. I want a website like that!
Fred
Jan 19th, 2006
I reckon it is a dream of almost every web marketing guy out there to get a client with an open pay check and say: ‘design me something like the leo burnett site!’
Shane
Jan 20th, 2006
Very nice fancy site…one question though…who the heck is leo burnett anyway? An advertising company sure, but it takes you a while to figure that out.