Sticky websites

I'm still on a roll about Marketing and the Internet.  And it appears that more people agree with me that Google is dramatically changing the rules of the Marketing game.  Take a look at Seth Godin's new post calling for businesses to use their web sites more interactively than ever before.  He says, "In fact, most market leaders still have web sites, not web pages. A website is a place, a sticky collection/connection of web pages with a search field. A website is a place you want people to "check back often and see what's new" and where people are either in or out."

I heartily endorse Godin's three key points:

1. "turn your website inside out as fast as you can. That means RSS everywhere--in and out. And it means encouraging your readers to flip the funnel.
2. continue integrating your pages into your site, but prepared to do a better job of integrating your pages into the web.
3. remember that every single page is now a landing page. "First time here?" is going to be answered  yes more often than not in an atomic world."

I know that most web sites today, even my own two websites, feel way too static.  I'm convinced that the days of the web site "electronic brochure" are rapidly giving way to a closer integration of service delivery, innovation and brand building. 

Is your professional service firm actively thinking toward the future regarding marketing and technology?   Are you working deliberately to build virtual communities? 

Comments

[jan Riley]

I know this post was over a year ago but I have to say i think is is right on the money.
I am always wondering why so few service providers aren't using the amazing internet tools availible to let thier personalities and expertise shine online.

Lets face it - there is always a person behind the click so why not show them the person/people behind the site!

great blog and articles too!

[Tony Rice]

I wholeheartedly agree with this sentiment. Having had the good fortune (or sometimes not!) to review hundreds of consulting company websites over the last few years I can say that 90% are stuck in what I call the 'brochure zone', static, dormant and without any credible online footprint.

I find about 9% to be in the 'networking zone' where the consulting company has grasped the fact that contact building, and relationship cultivation through virtual handshaking on the web is good for business.

Only 1% are in the 'portal zone'. This is where the company is fully committed to knowledge dissemination and sharing, thus increasing the reach of their brand and position as a trusted advisor.

The fact is that when I review websites that have gone beyond the brochure zone, these consulting companies confirm that their online investment is automating and increasing their sales pipeline.

[Suzanne Lowe]

Thanks, Jan Riley and Tony Rice for your comments. Tony, I encourage you to publish more details about your study on consulting firm's websites.