I do agree that I made a mistake in not describing my B2B website client a bit more. I didn’t want to give to much away so it was obvious how I was talking about, but I could of provided additional details.

LOL. That’s so true. There are some companies that are very wary of anything that sounds “marketing-like” – they don’t like it, they don’t trust it and they don’t want it on their pages.

I have had excellent luck turning some of those companies around…and they’ve later thanked me. But wow. It can be a process. :)

Here’s what Seth Godin has to say about this: The only reason to build a website is to change someone. If you can’t tell me the change and you can’t tell me the someone, then you’re wasting your time.

If you get all of this right, if you have a clear, concise point of view, then you get the chance to focus on virality, on social, on creating forward motion. But alas, virtually all organizational sites are narcissistic and (at the same time) afraid and incomplete.

Answer your visitor when he asks, “Why am I here?”

P.S. @ Amy C. Teeple: I LOVE the We We Monitor!

I LOVE the We We Monitor! It has a great name, too. Thanks for the suggestion! :)

I discuss this with clients all the time. Many of them get it, some don’t. And, of course, some say they get it, but they then rewrite my copy to inject more about them and less about their target market. Many also get stuck on the features vs benefits discussion.

I love using the We We Monitor/Calculator (http://www.futurenowinc.com/wewe.htm). It is an easy way to show clients if they are talking about themselves too much.

So true, @Cela. Yet, many companies really seem to love the corporate chest-thumping. They think it drives business – when it actually drives people away. That’s definitely not the message they want to send!