Websites Work Executive Summary
Simply put, the much heralded rise of the internet
age has been, for many businesses, a failure. In the
last ten years, the World Wide Web has gone from an
unknown future technology to a "must have"
presence, an e-commerce
initiative and for some a disappointing investment.
The disappointment stems in part from unrealistic
expectations fueled by over-zealous exuberance. Expectations
abounded that web enabling a company could accomplish
impossible things, with little corporate disruption.
The World Wide Web is in its most basic form, a network.
True, it may be the mother of all networks, with growth
and inclusionary rates far exceeding anything ever
imagined a decade ago. Still the concept of a network
made up of millions of businesses, many with their
own networks, and billions of pages of content is
truly mind boggling. Traditionally, new technologies
have not always been readily adopted. The introduction
of the copier was delayed for 20 years because businesses
had carbon paper and the need was not apparent. Xerox
finally took a chance. Several decades later, instead
of bringing it to market themselves, Xerox demonstrated
the first mouse and GUI (Graphical User Interface)
to Steve Jobs who adopted the new technologies for
unusually rapid acceptance and growth of the internet
leads one to believe that the concept of a network
of networks is well understood. In fact, it is more
likely that the early, fast growth of the internet
is a result of the combination of a competitive business
climate, the pace of technological changes generally
and the relatively early entry onto the internet.
As measured against expectations, the World Wide Web,
is in many minds, indeed a failure. The decline of
technology stocks and the dot coms change to dot bombs
does both precipitate and to some extent mirror the
business reality. However, when measured against the
more realistic standard of simply a network of networks,
the Internet overall, and the business oriented World
Wide Web in particular, are unqualified successes.
measured by such things as the percentages of those
with access, number of websites, amount of media attention,
e-commerce initiatives, website traffic, and e-tail
revenues, it is apparent that the phenomenal growth
of the last 5 years has resulted in the mainstreaming
of the Internet and World Wide Web into American Life.
If the Technological Revolution, lead by the Internet
can be compared to the Industrial Revolution, it can
be said that this later revolution has certainly been
When analyzed as a network of networks, the internet
is a phenomenal success. The most important attribute
any network has is its ability to connect people and
information in an organized functional manner. 85%
of all visits to websites originate at search engines
and search engines are the principal organizational
mechanism on the internet. However the best search
engines have databases of 4 to 5 billion pages at
a time when there are well over 10 billion pages online.
Consequently, probably 50% of all website pages are
not even in the databases of the major search engines.
Further, the way pages are identified, ranked and
presented by the search engines can be confusing and
often quality compromised.
Once a website is found by a search engine or identified
in another manner, the kind of browsing experience
a human browser can expect is infinitely varied. Again,
the same functional and organizational qualities that
make any network usable and valuable must be present
on the individual website level as well and commonly
Frankly, there is widespread neglect in the website
design and development community. The triad of
typical service providers includes the web designers,
enablers and webhosting community. None of the triad
directly takes responsibility for the health of the
website after launch and its ongoing contribution
to the parent business. Companies often realize that
they need outside vendors to build and develop their
websites. They almost always enlist vendor support
to add functional upgrades, or e-commerce and additional
capabilities. More often than not they look at ISPs
and hosting firms for internet access and hosting.
the community of service providers seeking revenue
from and accepting responsibility for the marketing,
promotion and fine tuning of websites is very limited
and often very expensive. Dynamic
Digital Advertising, a digital pioneer in Pennsylvania
has a different approach. Since 1994, DDA has had
a totally digital service model at its core competencies
and a holistic approach to advertising
services as its core philosophy.
websites that do not receive sufficient traffic, or
are not well organized and easy to browse, is in medical
terms "The operation was a success but the patient
died." A business website must do everything
well. It must be nice to look at, easy to use, functional,
quick, sticky and ask the browser to take action.
Information needs to be useful and sufficient, the
structure needs to be logical and organized and the
navigation easy to grasp and intuitive.
Digital Advertising's totally digital and holistic
approach to website health makes DDA the one company
in the U.S. that is able to build websites of all
sizes and complexity, add e-commerce database functionality,
create and include streaming
video and photography,
while implementing an ongoing program of search
engine optimization to drive traffic and website
usability analysis to improve customer experience
and response. Best of all, DDA's structure and in-house
capabilities makes its services affordable for companies
of all sizes.
answer is simple.
There needs to be a fourth area of service provider
with the capability and dedication to impact the health
and vitality of a website after launch. This fourth
web service community is beginning to develop, but
as with many products and technologies it is beginning
at the high end of the market and will become more
mainstream as frustration in the business community
mounts and as vendors move to fill the need.
Digital Advertising is moving to fill this need even
before most companies realize the potential magnitude
of the problem. Millions of websites online simply
aren't getting the traffic they deserve or don't function
and navigate properly.
enrolling in DDA's SureThing
Search Engine Optimization Program your website
will have monthly search engine optimization upgrades.
You receive a spreadsheet that tracks every step DDA
takes on your website's behalf and an extensive online
reporting system that details improvement and results.
For $129 per month including free hosting, the 18 step
SureThing Search Engine Optimization Program is a
necessity that offers great return at a bargain price.
here for a free human analysis of your website's search
engine structure and content or to learn more
about the sure-thing-search-engines.com
search engine ranking program.
a single source vendor that can advise you and help
you implement the entire gamut of e-marketing possibilities
is unusual. DDA's holistic approach to serving clients
needs dictates that we not only build well designed
websites, but that we do everything necessary to assure
the websites overall health. In-depth and aggressive
search engine optimization is part of the 'driving
traffic' solution and e-marketing provides the rest.
For information about banner ads, e-mail programs,
pay-per-click search engine management and viral marketing
programs visit www.sure-thing-marketing.com.
is devoted to providing guidance as to what every
website needs to be professional and user friendly.
By applying standard advertising practices such as
video recorded focus groups with statistical user
studies and subjective expert browser analysis, To
Be Sure can improve every visitor's browsing experience,
maximize companies return on investment and increase
their sales closure rate.
at $250 for a complete expert study, your website
can benefit from a detailed report which includes
specific observations and detailed recommendations.
to learn more about the affordable website usability