Your best customers don't want to come to your Web site.
If this isn't true now, it will likely be true in the future. This especially applies in the business-to-business arena, but is also true, perhaps to a lesser extent, in the business-to-consumer arena. Upsetting, isn't it? And you probably think I'm crazy too.
Here you've spent all that time and effort developing your site and I'm telling you that your best customers don't want to come see it. You put extra effort into making it look good and easy to navigate. You've probably loaded it with all kinds of goodies--up-to-date information, order tracking services and perhaps even some useful applications. What's not to like?
To be sure, you've probably made all the right moves and really do have a good Web site. The thing is, competitors have good Web sites too. Having a site is no longer unique and competing companies' sites often have many of the same features.
The frustrating thing about technology is that it is very difficult--some would say impossible--to maintain a technological competitive advantage. The competition can do the same things you did. And if you were the trailblazer, rivals might be able to learn from what you did and accomplish it more quickly and less expensively. Sad to say, life just isn't fair.
The good news in all of this is that customers want all of that information--they want those cool applications--they just don't want to come to your Web site to get it. They want you to deliver it to their Web sites or intranets.