How to make your website an interactive experience.

• Author: Walsh, Joe

Websites have become much more technologically sophisticated, even before 2.0, but that does not mean firms are taking full advantage of the technology gains. Nor, sadly, does it mean that sites have really advanced beyond the undifferentiated on-line brochure.

Most suffer from: (1) A paralyzing sameness in both style and function; and (2) Almost complete abdication of core communication goals. When we reviewed, site by site, the Am Law 200 law firm websites, and the largest 50 accounting firm and consulting firm websites, we saw the communication failure in stark relief. In fact, we were able to reconstruct a prototypical site design much like you can reconstruct ProtoIndo-European from a few word fragments.

[ILLUSTRATION OMITTED]

To be sure, it's a website, but not much more. There's "us" on the marquee; "us" on the left of three typical columns--news about "us" in the middle; and more about "us" on the right.

And there is the first reason professional services firm sites fail to provide a satisfying interactive experience ...

Sites fail to focus on buyers

Most sites focus on what their owners have to sell--hours, widgets, a mission, a cause--but this is neither what buyers want nor what they need. There is a succinct way to understand the difference between selling and marketing: Selling focuses on the seller's needs, marketing focuses on the buyer's needs. Think of it another way. Ask yourself whom you find attractive in a social setting? Is it people who drone on about themselves? Nope. "Not interested in me? Well, I'm not interested in you either." The same is true of websites focused on "me." Focus on the buyer.

Sites fail to differentiate one from the other

Tradition, fear and the lack of a clear purpose are three reasons sites fail to distinguish themselves from competitors--tradition because the professions are inherently conservative, following precedent or standard accounting rules. Also associated with tradition is the myth that trust can be gained only in a blue suit and tie. Fear challenges all marketers--being first is risky; standing out is risky; having a personality is risky. But remember, your firm is not the only firm on your buyer's short list. Once the list is made, all firms have become, for the moment, roughly equal. Being selected from the list occurs only after you prove your difference. You may never get the chance if your site is the same as every other.

Home pages are out of control, without focus

The rule in...