“We’ve spent thousands on that website, and its bringing in no business at all. None of our customers seem to use it – we may as well have written it in a foreign language!”
No one should be saying this kind of thing about their organisation’s online presence, yet this problem is depressingly common. Often the problem is the process used to design the site. Every variable was seemingly taken into account – except the most important one: “What do our customers actually want from our website?”
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