“What’s the use of running if you are not on the right road?” – German proverb
But don’t worry, so do most radio station websites
Ever spent a few hours looking at radio websites? It’s boring, mind-numbing, and depressing. It’s amazing how similar they are. Boxy, crowded and ineffective. Almost all are web 1.0, even though other media are all talking about Web 2.0. Almost none are strategic.
A web strategy means being intentional about the design. But most of us design for looks over function, and a “I want one of those” process. We want cool new widgets, and design for pretty. What we don’t do is design for results.
The success of your web site isn’t about how pretty it is or how many flashy things it has. It’s about how intentional you’re being with what you want people visiting your web site to be, and how they’re actually responding. You could be surprised at where they go and how long they hang around. Google has a full suite of free tools for helping with this, including Google Optimizer that let’s you test several versions of a web page at the same time.
You best bet is to find a web strategist. No, that’s not me, that’s a specialist who can help you make sure you’re getting the most from your web site, and help you determine some of the metrics you need to be aware of.
In the end, though, you just need to be sure you’re being strategic about your web site, and not just focusing on pretty and “cool.”