The fact that I wrote this blog to appear on—and the fact that you are now reading here—prove that people engage with content online. Well, not just “online.” On individual websites.

The distinction is important, because it changes how you should approach your website.

It used to be that having any information on the Internet was good enough, impressive even. It didn’t really matter that visitors were reading yellow text on a black screen, while animated hamsters danced merrily in the background.

But now that the Internet is a given, having a company website is the bare minimum.

Today, it’s not just about having a website; it’s about how the website looks and functions, how intuitive it is to use, how easily it can be discovered, how engaging the content is, and how valuable it is to its visitors.

These things matter immensely, and customers have high expectations of their suppliers’ websites.

If a website leaves a poor taste in a visitor’s mouth. If someone isn’t able to find what she is looking for within, say, 30 seconds. If the interface is clunky and difficult to navigate. If the design is not aesthetically pleasing. If there are broken links. If you have to scroll and scroll and scroll to find that one nugget of information.

If your website is not engaging, leaving no room for participation and connection, your visitors will leave, and it’s not likely that they will return.

This is not a blog meant to suggest that a company must spend hundreds of thousands of dollars on its website in order to do business. We are pointing out, however, that in an age when customers do most of their purchasing research online—yes, on individual websites—a company cannot afford to have a site that doesn’t deliver the content goods. Not just because it negatively affects brand image (though it does that too), but because it is a sales liability.

Happily, the opposite is also true.

If a website is well-designed. If it’s interactive and engaging. If the interface is easy to navigate and intuitive to use. If its visitors are rewarded with high-value content. Your visitors will not only return, but they will be more likely to purchase from you. And that will make your website one of the most valuable assets your company has.


Looking a second opinion on your website? Email Scott Moore at to discuss how we can help you.


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