Get to the Po!nt

Burdened with a Bland Web Site?

If you outsource your Web site design to a firm that uses templates as a quick, inexpensive solution, your site probably has the standard layout: content in the middle; a banner at the top; a menu at the left; and, possibly, a column on the right with ads and resources. There's nothing wrong with a plug-and-play site like this, says Olivier Blanchard of The Brand Builder Blog, except that you won't stand out.

"When it comes to creating or driving a brand," writes Blanchard, "understand that having a Web site that essentially looks like everyone else's, a Web site that looks like you took little more than a couple of hours to put together, a Web site that offers nothing interesting or compelling for your users and fans, [will fall] short of expectations."

If you're concerned about your site's indistinctive design, Blanchard recommends to put a small team of branding, marketing and customer service experts in a room with a handful of customers for a 360-degree review of your site. Then gather their feedback and hire the best Web designer or firm you can find to implement changes or undertake a comprehensive overhaul.

Although expensive, Blanchard argues that creating an extraordinary—or at least adequate—Web presence is one of the best marketing and communications investments you can make for your company.

The Po!nt: "Your Web site is your global storefront," says Blanchard. "You can't afford to allow it to be boring, ineffective or outdated."