Why Some Websites Fail to Launch: Common Reasons and Solutions

Although I loathe television commercials for interrupting an otherwise good program, I have been known to find thought-provoking inspiration for articles. This is one such case.

Have you seen the commercial about web design from Intuit where the photographer in the commercial says, “I hired someone to build my website — 5 months ago.” It really gets me irked. Why? Because I would wager that the photographer in the commercial still hasn’t given his web design company the photos (or information) they need to finish the job.

After spending the last 10+ years in this business I’ve seen it over and over again – websites that should have been done in a couple of weeks that drag on and on never getting to launch. And that, dear reader, is one of my number one pet peeves – failure to launch.

Here are a few reasons that websites don’t make it past lift-off – or even to the launch pad!

The problem

Design by committee, having a group of people in the organization who all have input and final say on the design and development process.

The solution

Don’t do it. Select one person to head up the team and let them be ultimately responsible for approvals. Otherwise, you’ll never get a finished product.

Many companies (and even sole proprietorships) take advantage of those around for “second” opinions. While that sounds like a great idea and can work when taken in moderation, the opinion of others halts the design process with multiple revisions and outright changes. Asking for and looking at multiple concepts many times leads to greater indecision. The more concepts presented the more confusion results.

If you, as the decision maker, like what you see and think it will accurately represent the image you want to put forth, go with the design. Minor changes are generally not an issue. Build on what you like with the original concept.

The problem

Not knowing what words to use, what to give your web developer.

The solution

One of the biggest roadblocks to website completion (as stated at the beginning of this article) is having the information your web designer needs to create the individual page contents. Even the best web copywriters can’t invent your personal or corporate history.

If you want the site to really be representative of your company and goals you’ll need to provide some basic information. Download this checklist to help you get it all together. By the way, we’ll write the content for you if we have the basics to start with.

The problem

Computers come in all shapes and sizes (and operating systems). Most developers fail to test across all the available channels to assure that the website is displaying correctly.

The solution

Today more than ever it’s important to test your website on different screens, browsers, and electronic tools. What may look and function fine on a desktop may look strange on an iPad. It may not display at all on a mobile phone.

If you want to be sure your website is truly accessible to everyone through any type of interface you need to perform a cross-browser test before launching. This will save you time and expense of re-working items for the different browser types. If you would like to have your site tested, contact us and we’ll run a test for you at no charge.

The problem

Failure to consider search engine performance goals.

The solution

Understand how and why search engines need to be part of the planning, not an afterthought. When you think about what search engines need to be “happy” – to give your site the highest ranking at the start – you’ll be more aware of the terms you use in the content/copywriting phase. You’ll also be careful to balance cutting-edge graphics and applications with search-friendly content.

The problem

Thinking that the home page is the only way people enter your website.

The solution

Realize that every page of your website is a potential entry point or “landing page” when someone is looking for information.

The reason is that while your front page has a nice overview when it comes to searching for specific information the interior pages of your site will most likely be more relevant to the search than the front page. When you understand this dynamic you’ll know how important it is to optimize each page separately and treat each page as having it’s own purpose and goal for visitors.

The problem

Traffic doesn’t equal sales. #1 ranking doesn’t equal sales. Does that sound strange?

The solution

Get out of the shadows! Here’s an analogy I often share with clients that really drives this point home.

Imagine you’re tasked with getting donations for your favorite charity. You go to the busiest corner in your city and find a wall to lean against with your bucket. No bell, no sign – just you and a bucket. Many people pass by you all day, all week. Eventually, you’ll get a donation by sheer luck because there are always one or two people who notice you enough to take a look and ask questions. But other than those one or 2 people during the time you were there no one else donates.

Now imagine that you’re in the same situation but you get a sign. The sign says “Donate now.” Still, no bell and you’re not approaching people but at least having the sign more people notice. By the end of the week, you’ve had 3 or 4 people donate.

At this point, you are about to give up when your boss hands you a bell to ring and tells you to get out there in the middle of the sidewalk with your sign and ring the bell. Your donations now amount to more in a day than you would have made in a whole year if you never stepped away from the corner.

Plan for this success up front by using proven conversion strategies in the design phase and you’ll experience more sales than you ever will just ranking high in the search engines.

The problem

You don’t want to participate in social marketing.

The solution

Just because you’re a loner doesn’t mean your customers are – learn to be social. Start by being our fan on Facebook! It is now apparent that social media does create other links within search that bring people to your website. Facebook now ranks higher than Google in terms of use.

Aside from the referral aspect of social marketing (78% of people buy based on the opinion of another person), the ability to drive traffic, participate in conversations, and provide customer service makes having social media a must in every internet marketing program. Social media feeds can be added to every website which shows web visitors that you are interested in what they have to say.

The problem

Many companies think things should happen very quickly in terms of digital marketing, and that results should come as fast as technology changes. The result is that there is a quick disenchantment when the results don’t come as quickly as anticipated.

The solution

Stay the course, Set a plan, and stick to it. Changing in midstream just because it doesn’t seem to have an immediate effect is like taking steps backward.

Even though technology moves at the speed of light, it still takes time for a full marketing program to take effect. If you have just launched your website it won’t have high rankings immediately. If you’ve just started your social marketing program, you won’t have thousands of fans or followers right away. But, if you stick with it and follow the proven methods for success you’ll get there soon enough.

While “Failure to Launch” was, in my opinion, a very funny movie (and the basis for this article), if you search for “failed to launch” in search engines you’ll find many examples of products, ideas, services that never got off the ground for a variety of reasons. I propose that the reason for the failure was tied to a lack of in-depth advance planning and follow-through. The same goes for the failure or success of websites. When you really consider what you expect as the end result before you start the project, you’ll have much better, and faster, success when it’s time to launch.