The Three Bears Approach

The web is filled with marvelous wonders that change and grow on a regular basis. A few years ago, Flash animation was the rage. After Apple refused to license the Flash software from Adobe, website developers needed to remove Flash from websites in order for those on an Apple device to view it. How do you determine exactly what your website needs to do?

Consider the Three Bears approach. We all remember the story of Goldilocks and the Three Bears. The first bowl of porridge was too hot, the second too cold... you get it. When you're building or upgrading your website, the Three Bears approach comes down to three choices—is it too much, is it too little, or is it just right?

Your customer isn't always Goldilocks. Sometimes your customer is Papa Bear. Sometimes it's Mama Bear. Each have different needs—hot porridge and cold porridge. There's no single "just right" approach.

As with everything in your marketing plan, the question of how much is too much is answered by your customer. A tech-savvy, youth-targeted site requires all the bells and whistles. Your customer expects it, and your competition provides it. If your market is older, or your clients aren't techies, you may not need as much techno-pop.

Here are three questions that will help determine the level of wow required on your website:

1. What type of site are you trying to build? Most websites are informational—an online brochure. They're a way to provide a way for prospective customers to contact you and to learn about your services, skills and those special things that set you apart. We call those "static websites". They're not necessarily "static" in the sense that there's no motion on them. Slideshows, videos, etc., can and should be a part of them. But the information is relatively constant, and users are required to contact you or visit your location to complete the transaction.

Dynamic websites can include e-commerce sites (where you're selling products or services online), video upload sites, etc. These are more robust and are designed for continuous engagement with the user. Similar information to a static site is available, but the main thrust is some form of ongoing interaction.

And don't forget about mobile customers. Your website should provide a mobile option, which is best served by a dedicated mobile website. This is a stripped down version of your main site, providing only the content a mobile user needs to see. Keep in mind that mobile users are often on a shared WiFi connection or on a cell network. This can limit their ability to load data quickly. Less is always more on a mobile site. Keep in mind as well that a phone and a tablet are two different animals. A tablet experience can and should be richer than a phone experience. There's more real estate available, and tablet usage tends to me a more intimate experience.

2. Who is your customer? Age is often the determining factor when asking this question, but not always. Younger customers are more likely to want to make a purchase online (if appropriate), but older customers (including senior citizens - surprise) will also use these types of sites. The more appropriate question to ask is, what does your customer expect to be able to do with the site? If you sell a product or service, does your customer expect to be able to order it online and have it delivered or confirmed without having to make a phone call? Or are customers using your site to gather additional data or comparison shop prior to making an in-person purchase or acquisition of services? Ask the question from your customer's point of view, not yours. You may not have considered selling goods online, but your customer may need that.

3. Who is your competition? This is a trick question—your competition is everyone. Don't just look at the shop down the street—look world-wide. The web has opened up competitive markets you may not know exist. Being aware of what your competition is doing will help you determine what you need to do. It can also give you research into new types of customers you may not have thought about. Competition isn't a bad thing, if you stay competitive.

Building a website properly from the ground up will allow you to develop it for current-state as well as future-state. The web constantly changes. New technologies emerge and new standards are introduced. Examine your site regularly. Look at your competition. Ask your customers what they want to see. They'll be your best judge. And listen to them. Developing a higher-end website than you currently have will cost you money, but not doing so means you're losing customers. And what's the cost of that?