Navel gazing doesn't deliver your message

We've all been there - the website that was obviously designed by internal staff that doesn't come close to being user-friendly or correctly informative.

It's not that there's anything wrong with an internal team of web or graphic designers, writers or tactical planners, other than the fact that they are internal (translation: they are too close to their subject matter).

Being close to the subject matter often makes creative teams susceptible to building websites and marketing materials that only do what the company wants, without taking into consideration what the consumer needs. RONA's website is a good example. They have obviously used some internal categories for sorting their product. User-friendly? I think not.

The initial strategy for the website should be tested with an external audience if it can't be built by an external team. Sure, internal teams often are an economical choice, but if the end product doesn't speak to the consumer then you have not only wasted that internal money but you have lost potential sales.

So how to avoid this issue?

Don't make assumptions about what the consumer knows. Build your website with logical navigation - logical for someone who doesn't know anything about what you do.

Start your messaging with what is in it for the consumer. Count the number of times you use the company name or the word "we". Then compare it with the number of times you use the word "you". For many companies, "we" far outweighs the use of "you". That's the sure test of navel gazing. It isn't about the company, it is about the consumer. Check your current marketing materials and see if you have fallen into this trap.

In our current "it's all about me" society, all your marketing materials should demonstrate the value to the consumer immediately. For websites, you have about three seconds to make your point.