You Can Fool Some of the People…

We’re doing some work for a new client and, as we sometimes do, we were perusing the web site of their previous vendor. Within their marketing copy on the site, the previous vendor touts the ease of which updates can be made using their software. They also mentioned, in the case study regarding this particular client, how great the site navigation is and that the site allows the visitor to easily see all the iterations of the product line.

Now, I’ve been known to be a little cynical, but I’ve also been known to be a big fan of writing good, compelling copy. The problem in this case, is that the previous vendor has either:

  1. made all of this stuff up,
  2. not really asked the client what they thought, or
  3. really believes their own marketing copy.

Regardless of the reason, it’s a telling lesson: We’re actually doing this work because the previous software was impossible to use, the site navigation was horrid, and the client was frustrated to the point of seeking a new solution.

Folks, talk to your customers. Often. Be inquisitive. Ask them if they’re happy and, if not, find out why and what you can do to fix it.

Unless, of course, you’re a direct competitor to all of us at Rare Bird. In that case, keep up the good work.

I have another story about how this relates to e-commerce. More on that later.