by Chuck Bankoff
How to WreckYour
here’s more to marketing of this phenomenon by making
your window-ﬁlm shop on sure that everyone you know has
the Internet than just having a little piece of themselves in the
a good website. There’s advertis- ﬁnal project.
ing, social media and search engine
placement. But face it, at the end of
the day, your website is at the hub
of all that activity.
Trickle your changes
dropping subtle hints about your
willingness to make your website a
in one at a time
You wouldn’t want to overwhelm low priority in your business.
It’s easy to tell you how to do your design team by letting them
things right. The Internet is full of organize the project all at once,
Squeeze ten pounds
helpful tips on how to do things would you? This way they can 10into a five pound bag
right. What’s been missing is a man- have ten or 20 miniature projects People like to look at things, so
ual on how to do things wrong.
to manage instead of just one.
take the opportunity to jam-pack
each page full of visually stimulat-
ing eye-candy. That way you can
camouﬂage your most important
Put it on
Do it by
Now, if you’re looking to shed some After all, you have plenty of time message in all the clutter.
of that unwanted cash, go ahead to learn about marketing, design
and take advantage of your develop- and coding. What do you think
Skip the search
er’s telepathic powers and let them all those “Dummies” books are 11engine stuff
do all your thinking for you.
for? Everyone loves that “home- Wait until after the website has
made” look, and in just a few short been built to start thinking about
months … Presto!
how your customers are going to
ﬁnd you. That way you don’t have
to deal with customer calls.
Don’t spoil your development team
by immediately responding to their
Use the cheapest
questions or supplying thoughtful Don’t offend your customers with
feedback. That way you can avoid one of those fancy “user friendly” 12Why not cram your entire
becoming their number one priority. websites that scream “Look at me… website onto a viewing area the
I take my company seriously.” And size of a postage stamp?
Don’t test it
what better way to showcase your
thriftiness than to cut corners on
Just throw something
13up there for now
Why should you? After all, they’re the company website?
the professionals. And given the
industry requirement for telepa-
thy, you can be assured that every-
thing will work just like it did in Why not let the inexperienced 22 will assume that you are spend-
Nothing conveys attention-to-de-
tail like a placeholder for a web-
site. That way your customers
year-old kid do it? He’s good at ing your time on them and not
Twitter, so he must be good at pesky details like your company
image. After all, if you don’t have
time to do it right … you’ll prob-
ably have plenty of time to do it
Everyone has an opinion, and
even if they don’t, they’ll chime
Make it clear you
have no budget
in so that everyone thinks they Nothing incentivizes web devel-
have an opinion. Take advantage opers to do their best work like
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