Philosophy

Thoughts on websites and online communication.

Behind every successful website stands a business plan

Your website is likely to be a flop unless you have a business plan or marketing plan and can clearly explain

• your business goals
• who your customers and potential customers are
• what your customers and potential customers want
• why on earth anyone would want to buy from you instead of your competitors

If you ask how much it will cost to build, you're asking the wrong question

Everybody asks web companies how much their new website will cost to build. Although it's a reasonable question, there's a better one that will give you a more useful answer. Ask how much you should budget to own, maintain and manage your website throughout its entire lifecycle.

Simplicity is harder to create than complexity

There's more work in a website that's simple and easy to use than one that's complicated and hard to use.

Technology is a tool that exists to support business requirements

Never think you have to adopt any technology or follow the latest fashion in web communication, just because gurus and marketers say you should. Be selective. Choose what works for your business.

The distinction between "online" and "offline" communication is artificial

It's all just communication. That said, success in any communication medium requires some specific skills, knowledge and experience. Which is why, for example, you probably wouldn't ask a web development company to manage your direct mail campaigns, or a traditional advertising agency to create your website.