A question was raised at SEO Refugee about why politicians just don’t “get it” when it comes to their own web sites. And a lot of blogs and forums have been dealing with the issue of discussing politics on their business sites. For the record, I agree with Rand and it looks like Jim learned the hard way!

This is not a “me too” post. Nor is it about politics. It is about what is appropriate to put on your web site.

It is appropriate to put anything on your web site that your customers will find value in. It is not appropriate to shock people just for the sake of shocking them… unless that is what they are there for.

Controversy for the sake of controversy may bring more visitors but it will also push away your core audience and possibly fragment it. The last thing you want to deal with is your own base rebelling against itself when that energy could be put into much more useful functions.

Respect your audience. Shock them with good news or really useful information or tips. Absolutely discuss issues that face your industry. But leave the controversy out. In fact, leave anything out that will distract from your message because those distractions also take away from your sales.

Another part of “web site appropriateness” is what you leave out of your site. Often this starts in the beginning stages with planning (or the lack of it). Creating a web site just to have one is a waste of your resources. Creating a web site with an understanding that it is a commitment and that it needs a certain level of attention is critical.

Missing key ingredients doesn’t just send core viewers away, it prevents new people from sticking around. Think of it this way - if you show up to a party without your pants it is inappropriate. If your site doesn’t have it’s own version of pants what does that say about you?

And finally, being out of style is inappropriate. If you haven’t updated your site to keep up with new trends and technology your customers may be put off. I mean this guy may know his stuff but would you trust him? Retro only goes so far before it looks obsolete.

Next Article: What Taco Bell and MetroPCS have in common Previous Article: The Ungolden Rule: Customer Relations

Leave a Reply