Crowdfunding

Sometimes we see innovations as a "magic pill" for our problems, but there is no such "magic pill." What exists is a set of factors and tools that will lead us somewhere/towards a goal.

That's how websites are; there are countless types, formats, and applications. In my experience of over 20 years in the field, I like to categorize these variations so that you can have a clearer idea of ​​what needs to be done, of the type of project that can meet your business needs. But that will be the subject of the next post.

But getting back to the main point:

"What is the true purpose of a website?"

A company's website is like a branch of that company; in some cases, we could say that the website is the company itself, considering that some companies don't need a physical location to offer their products or services."What is the true purpose of a website?"

What does this mean? At some point you've probably encountered a similar situation; imagine the following scenario:

A potential customer drives to the center of their city, parks, and gets out of their car on the main street where Company X is located. Upon arrival, they find an establishment housed in an old, poorly maintained building, with an unpainted facade, a company sign hanging on the wall, etc.

From the outset, this potential customer will have a negative, or at least not very positive, first impression of this company, wouldn't you agree?

But we're talking about someone who actually needs Company X's products or services, and even after this somewhat negative initial impression, this person decides to enter the establishment, thinking, "Well, since I'm here..."

To make matters worse, with a certain degree of distrust, this potential customer encounters a poorly decorated interior, old, worn-out furniture, moldy walls, and poorly dressed receptionists who don't know how to communicate properly.

But our potential client is persistent, really needs to solve their problem, and despite all this, and even with great difficulty, ends up being attended to by a salesperson who is nothing more than a veritable factory of "blah, blah, blah," incapable of answering any basic questions about their needs.

Have you put yourself in this person's shoes? Can you imagine the level of frustration?

So now you're starting to better understand the true function of a website. Understand that the same thing happens to a user who searches the internet and comes across a poorly designed website, with a poorly structured content, unpleasant visuals, full of unnecessary text that says nothing, without even respecting the company's identity, leading them to doubt whether it's really the company's website or some kind of scam.

Understand that your website's homepage has the same weight/importance as your company's storefront.

In other words, the presentation, aesthetics, and organization of your website have the same weight/relevance for a virtual customer as your physical establishment does for an in-person customer. Consider that we could probably be talking about the same person.

"Great, I have my website, but people still prefer to visit my physical store."

Can you tell me:

"But I don't close many deals online."

"I have no interest in selling online."

Believe me, these thoughts are wrong! Technology isn't transforming the world; it has already transformed it, and with it, people and their habits. The vast majority of the world's population does some research online before making a business decision.

Because of this, websites have become the gateway to customers, and you've probably already lost many deals because of this without even realizing it.

You might end up not closing many deals through your website, leading many business owners to think they don't need one.

Okay, we have two issues here. First, remember these two facts: "THERE IS NO MAGIC PILL!" and "NOTHING IS FREE!"

People who prefer to visit a physical establishment don't necessarily mean they don't access your website or social media; they probably searched beforehand. However, it's possible that you don't get many visits, but people need to know your business exists, that your website and social media profiles are there. Isn't that the case with a physical establishment? Doesn't it need some kind of signage? Doesn't it need some form of advertising? Simply putting a sign with your company name on the facade of your establishment is already a form of advertising, as is a business card, uniforms, etc.

"But then I don't need a website, I can just create a free profile on a social network like Instagram or Facebook."

Yes, you can create free profiles on social media, and you should!

But understand that each tool has its function and price; nothing is free. You may not pay/spend any capital to create a profile, but time is money, and you will need to invest time creating these profiles and generating content to post.

No social network allows you to explore and organize your business content (products, services, etc.) with clarity and richness of information, highlighting differentiators that are truly relevant to your target audience.

Believe it or not, there are rules for creating a website, from the layout and naming of pages and menu items, to the placement of the contact button, for example, the application or not of effects and colors, metrics and usability itself, image types, including whether or not to apply an image in a particular section, and so on. There is much more than you imagine behind the creation of a website.

I hope this information has been truly helpful and will assist you in making wise decisions regarding your future business.

Best of luck!

Remember the post “But ultimately, what is the true purpose of a website?”. If you haven't read it yet, check it out here.

If you've already read it, repeat after me, "THERE IS NO MAGIC PILL!" and "NOTHING IS FREE!", but add one more very important thought: "EVERY CASE IS DIFFERENT."Remember the post “But ultimately, what is the true purpose of a website?”. If you haven't read it yet, check it out here.

Innovation isn't necessarily about creating something—a product, service, or functionality—that didn't exist before; rather, something that already exists is an innovation.

As mentioned in another post, we often see innovations as a "magic pill" for our problems. Again, repeat after me: "THERE IS NO MAGIC PILL!" and "NOTHING IS FREE!"

In reality, what exists is a set of factors and tools that will help us get somewhere, achieve objectives and goals.

Websites are like that; there are countless types, formats, and applications.

Com minha experiência em mais de 20 anos na área categorizo estas variações da seguinte forma:

Institutional Website;

Online Portfolio;

Virtual Catalog;

Online Store - E-commerce (delivery, physical products, digital/virtual products, downloadable products, etc.).

You might ask yourself, "Where would, for example, the websites of real estate agencies, architecture firms, and construction companies be located?"

Well, a real estate agency displays products/properties without the option to buy, like a virtual catalog.

A construction company or an architect doesn't have specific products, but rather offers services and, in turn, services performed; therefore, an online portfolio would suffice. Depending on the company's objective, an institutional website might meet their needs if the focus is on emphasizing the company's image and strengthening the brand. It may seem strange, but it happens.

A mechanic shop? An online catalog, but instead of products, the services offered. An e-commerce platform can help people buy and book/schedule these services. Some mechanics sell parts in addition to services like oil changes, balancing, and wheel alignment; it depends a lot on the company's profile. In fact, a simple institutional website could suffice. Again, each case is different.

But what about a snack bar, restaurant, or even a humble hot dog cart? E-commerce delivery, but then you might run into another problem:

"Ah! I'd like to, but I don't have the capital or infrastructure for deliveries."

Strategy: Start with an e-commerce platform offering a "pick up in store" option as a way to increase sales by reaching a new market niche, thereby acquiring the capital to invest in a delivery infrastructure.

Digital transformation is here to stay, and it's meant to help and improve, not hinder. But if you don't keep up with the market, your business will become obsolete.

I hope this information has been truly helpful and will assist you in making wise decisions regarding your future business.

Best of luck!

One of the biggest questions for those who realize the need for a website is the issue of content updates and how often they should be updated.

In fact, in many cases this uncertainty can even prevent many companies from acquiring websites, not due to ill will or reluctance, but because they lack the structure or capital to keep their website constantly updated.

But anyway...

"...do I really need to keep my website constantly updated?"

Not necessarily, it largely depends on the type of website you choose, your business type and model.

Contrary to what many imagine, the need for website updates is generally much lower. Except in cases involving companies or businesses related to content generation, such as a blog, a news company, or companies with high product and promotional turnover, like retail companies, supermarkets, etc. And even then, the content would be much more specific, such as a small price change on already registered products, therefore requiring little content creation and more occasional changes.

Think of your website as your virtual company, your office or branch on the internet. Even if this seems like a meaningless or overrated concept, always keep in mind that the market changes regardless of our personal opinions.

If you choose an institutional website, for example, think of this site as your company.

First of all, ask yourself: does your company launch various services or products every day?

No? Then logically there is no need to update an institutional website every day.

If you choose a Virtual Catalog, the focus of your website will be on showcasing products without the option of online purchase/e-commerce. Therefore, the need for product updates will be the same as for a physical store. You should also consider whether or not your company needs to make all products available online; some may not require this.

Each case is different, but make no mistake, even if you're unaware, more and more of your target audience is conducting periodic internet research before bothering to visit a physical store, or even before simply contacting you to clarify basic questions about your products or services.

I hope this information has been truly helpful and will assist you in making wise decisions regarding your future business.

Best of luck!