If you can't show that your website is delivering quantifiable value, then you've got a problem. It doesn't matter if you've got a marketing website, a sales website, a government or university website, or even an intranet.
Senior managers care a lot about numbers. It's not even always about financial numbers, it can also be market share numbers, customer satisfaction numbers, staff numbers, etc. Numbers distil. They help managers get to the point.
The numbers that management is using in relation to the Web are generally weak. They’re talking about number of visitors, number of page views, and there are still few people out there talking about that most inaccurate number of all: hits.
Talking about volume is the wrong way to think about the Web if you want to maximize value. The Web is a self service environment, and if you want to maximize value, you focus your energies on what most people want to do most of the time. And what’s that? Complete tasks.
Killer web content is relentlessly focused on helping people complete tasks easily and quickly. Filler content is taken from print and thrown up on the website. Killer web content maximizes value. Filler content destroys value. I've seen situations where changing a few words on a page has a dramatic impact of sales. I've seen websites where customers have major problems buying because the content is neither clear nor compelling.
Content is critical. On the Web, content is indeed king. Maximizing value from your website means relentlessly testing and refining your content so that it meets exactly the needs of your customers. It means writing for the Web, not for print. A truly customer-focused website always has high quality content.
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