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How to find out if the site will become a tool for your business

Web Tools

A website is a tool. How many times have you heard this? Enough to perceive the phrase as white noise. And what is incomprehensible in it to think about it every time? I dare say that it is misinterpreted in most cases. And even misused. Intrigued? Did I make my way through the white noise?

How almost everyone understands this phrase


Captain Obvious in the person of the studio manager in the negotiations says "the site is a tool" and customers slowly swim with pleasure in their chairs. After all, there is something: the web studio says such right things and will now make them a magic wand. And then customers will wave this stick and cut cabbage. That's what they imagine when they hear that.

Website sellers know the power of this mantra and will turn it around more than once in conversation. And then the product will remind you about it, explaining the design of the site. And then the baton will be picked up by a directologist, a CEO, an optimizer and in the end it will cut the ears of customers. And sometimes it gets to problems! When the site does not turn into a tool in any way. Not with advertising, not with SEO, not with analytics, no way.

Did anything bother you? Why would a site that was sold in negotiations necessarily become a tool? According to the web studio: because they will make it so. It sounds kind of logical: there is a task and there is a performer who undertakes to complete the task. Execute with the help of a site that he will develop as a tool to solve this problem. But in the end, I didn't decide. Who is to blame? From the customer's point of view, it's obviously a web studio, because it failed to run the tool.

But is that really the case? Was it possible to solve the problem with the help of the site? And was the site needed to solve this particular problem?

Can you see where I'm going? A website, of course, should be a tool. But are all marketing tasks solved by the site? Of course not! Not all of them. And not every website will become a tool.

What does this phrase really mean?

If you have carefully read the first part, you probably already understand what is what. Not all tasks are solved by the site. Not all sites will become a tool. And only in cases where the site is the best choice. But how to understand whether the site will become a tool. And is it possible to find out in advance?

Yes, it is possible. You need to analyze. Both sides are to blame for the case study described. The web studio did not think in advance, but rushed to saw the site.

And what is the fault of the customer? In gullibility, short-sightedness and unwillingness to think. Sins that lead to the loss of money. And now I will back up my words with arguments.

A site is really a tool. But not always, and not for everyone. You don't need to analyze and make sure after development is done, but before you start any work on the site. You have everything for this. If you are a customer, then you know what you need. You know your task. Now think about how to solve the problem. Will the site help with this? Or are there other tools for solving your problem? Think about it. will the site become a tool in your case? You are the only one who will objectively answer this question.

Example No1


You are a small manufacturer and you need to sell your products. Do you need a website? The answer is no. You do not need a website, but a marketplace where your customers are. There you will have sales from the first days. On the marketplace do not bother with sites. They sell there. You are almost guaranteed not to promote your own website in the way that the marketplace has already been promoted. Yes, I'm only telling you about promotion, because the development of a website in the overall picture is a drop in the ocean. No matter how expensive it may seem to you now to develop your site, promotion will require even more money. Most small manufacturers do not have such money. There is no such money for the site, but there is no longer any money for the site to get buyers. Why do you need a site without visitors? Go to the marketplace! This is your tool.

Example No2


You are a small beauty salon. Will the site be a tool for you? Probably never. Wrong order of profit. And Instagram is easy! And tags on Yandex maps. I don't even have anything to add here.

Example No3


You are small (anyone: car service, dentist, taxi driver). Do you need a website? Perhaps for ponts to write in a business card. Will the site become a tool? Probably not. Because promotion! Without it, the site is useless. There are many other effective ways for you: social networks, publics, and so on.

Instructions for any business


To quickly assess whether a website will become your marketing tool, answer 2 questions:

  1. Are there more effective alternatives to the site (application, social networks, marketplaces, video marketing, recommendation newsfeeds)?
  2. Do you have a budget for advertising and promotion?

And only after that decide to order the site or not. That's how a website becomes a tool. First in my head. You need to understand exactly how the site will make you money (or other profit).

There are times when without a website it is physically difficult. The application does not pull, the rest of the sites do not give the necessary functionality. Then you need a website. For example, a real online store is difficult to replace with a marketplace. With all the advantages of the marketplace, no one will give you such freedom of action there. And it is clear that most of the inhabitants of marketplaces do not need this. But when you need to, the marketplace is small and you need to saw the store and lay budgets for advertising. Similarly, about any site with functionality that has no alternative on the side.

Image and promotional sites stand apart. Sometimes it's tools for tool's sake. They show that you are a business and can afford the luxury of having a website not for direct sales, but for the image. Thus, sites can be transformed into functional, into selling, into informational. That is, the site will perform some functions. And be a tool. But you need to grow to this level. You've noticed that in the examples above, I consciously talked about small businesses. That's the key message. For small businesses today, a sea of cool tools are heard. In most cases, the site is useless. A waste of time and money. Grow up and make a site-tool.

Unfortunately, a fair share of new sites are frozen projects. The customer does not think about how to integrate the site into his business. He heard that the site somehow helps in business, but how exactly, he is not interested. And in vain! Because the web studio definitely realizes his desire: you need a site - there will be a site. And it seems that everyone got what they wanted, but the project did not fly.

My task: to warn you against mistakes, from wasting money, effort and time. You may well appreciate the effect of implementing a website yourself. This does not require expensive consultations. They also say what you want to hear. Want a website? Will there be a website? But whether it will be a tool is a question.