Do You Anticipate Need?

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Survival in business is staying in step with your market, to anticipate and innovate is to thrive.

The key to to having a successful website is to anticipate your market’s needs and provide relevant content to cater for those needs. 

The moment you stop thinking about how to improve your content and cater for your market’s immediate needs, will make it much easier for your competition to overtake you.

There are both internal and external factors that require you to refine your strategy and content. Internal factors can be new products or services, changes in business structure and a shift in marketing or brand strategy.  External factors can be industry and market maturity, competitor marketing, competitor products and services, market trends and changes in industry legislation to name a few.

A relevant website is a website that takes all this into account and presents content that attracts and retains a users interest.

As you’re business grows or matures, you’ll introduce or refine products or services.  Here are a few things you can do to help you understand what your market wants:

  • Review your target clients, not your competitors for inspiration. What do they want? (When was the last time you asked them?)
  • Research blogs and forums, in particular the comments section (people are usually quite honest on the web as it affords them some anonymity
  • Don’t implement faddy technology unless you’re sure it will contribute to your strategy
  • Use keywords and language that is current so as not to isolate yourself (use Google Insight for research)
  • Managing your relevancy can sometimes simply mean changing the way your products and services are 'packaged up' on your website

Your Goal is Not Perfection
There’s no such thing as a perfect website - so striving for perfection is a waste of time.  You constantly need to adjust your website strategy based on statistics, legislation changes, marketing strategy and most importantly, your market’s demands and so on. 

I’ve seen many organisations waste valuable marketing time trying to complete the perfect website, simply because they’re unsure of what the market reaction will be. 

You need to determine your strategy, develop the required content, launch the website and commit to continual improvement and change.

Have a question? Contact me direct at

© Hamish Chadwick, Image Substation 2010

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