Near Misses. Big Misses

Posted by on Mar 22, 2012 in exUrban | Comments Off on Near Misses. Big Misses

I want to take a moment to discuss a pair of new business losses that we experienced this late winter/early spring in an effort to illustrate a couple of points about site builds and redesigns. I bid on two jobs, with two very different types of potential clients. The first was a small construction corp; the second was an early childhood development and day care center. I put together two very compelling proposals (I think), and two very savvy, experienced teams to execute them.

In both cases the clients balked at cost, and both were taken aback at the level of effort involved in developing a site. I am very up front about what it takes to do a site, and do it well, even a small site. I lay out the process and the costs in great detail in my proposals, and let possible clients know that they are embarking on a significant undertaking — one that we’ll make as smooth as possible, but the does require their participation.

The disappointing aspect of these misses is that the two sites in question badly need overhauls. A potential client who went with a competitor told the construction corp owner that he did not reward him the business because his site was poor and contained too few images. The investment that we proposed he make in his site to overhaul and redesign would have been paid off 100 times over if they won a similar bid down the road. For the school, if the new site enticed even one more family to enroll their child it would have paid itself off in year one.

Some things to keep in mind about your site, and your site development efforts:

  • Your site is not a static investment
  • Your sites requires time to plan, design & build
  • Your site is often the first thing that a customer sees when they consider you
  • Your site is the centerpiece of all communication efforts
  • Your site is never “done,” it will continuously morph to meet your business needs

These two misses were near misses for us. We are in the thick of multiple other engagements, and in pursuit of more business as I write this. The big miss is for the clients who chose not to invest in their sites.