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It's a challenge to objectively examine your own website as if a prospect or customer seeking information would. There's a strategic thinking approach you can follow to get ideas flowing though: Look at a direct competitor's online presence, trying to shoot holes in it based on how a customer might view it.

You should really be able to get into it by answering a few questions:

  • What misleading or out-of-date information is presented?
  • What's not compelling about the website?
  • What's confusing about the navigation?
  • How much unnecessary detail do I have to supply to get a copy of the "free" download?
  • What questions do I have that the website doesn't answer?
  • Do I know where to get my other questions answered?
  • In what ways did I get smarter by browsing this website?
  • In what ways were my information needs left wanting?

After doing this, go back and see how your own online presence compares. Looking at yourself from a customer perspective should now be much easier! – Mike Brown

The Brainzooming Group helps make smart organizations more successful by rapidly expanding their strategic options and creating innovative plans they can efficiently implement. Email us at info@brainzooming.com or call 816-509-5320 to learn how we can develop an integrated content strategy for your brand.