A website is now at the heart of companies’ marketing efforts. To do this, a website must be informative, functional and aesthetic, otherwise the company’s credibility is likely to suffer seriously.
To succeed in this challenge is not easy for small companies, which, due to lack of resources, often prefer to turn to simple and quick solutions.
This is how we have seen the emergence of new solutions, “do it yourself” solutions, such as Wix, for example. At first sight, these tools are attractive, since they are inexpensive and there is no need to have skills in HTML or other computer coding languages and to know how to master technical integration, whether at the level of hosting or content management systems.
However, when you look more closely, these tools very quickly show their limits. While there is a strong temptation to opt for quick and cheap solutions, this short-term vision is neither cost-effective nor really useful in the end.
Indeed, if the standard models (“templates”) proposed by these sites can be aesthetically acceptable and able to meet users’ expectations, they are used by a very large number of companies, which is not without problems in terms of “corporate identity”, and, consequently, likely to undermine the credibility of the marketing strategy. This is all the more problematic for structures and brands that have been very successful. Needless to say, at this stage, the differentiation efforts to be implemented are a puzzle and require a significant investment in human resources to fill the gaps in these first price tools.
However, when you look more closely, these tools very quickly show their limits. While there is a strong temptation to opt for quick and cheap solutions, this short-term vision is neither cost-effective nor really useful in the end.
Indeed, if the standard models (“templates”) proposed by these sites can be aesthetically acceptable and able to meet users’ expectations, they are used by a very large number of companies, which is not without problems in terms of “corporate identity”, and, consequently, likely to undermine the credibility of the marketing strategy. This is all the more problematic for structures and brands that have been very successful. Needless to say, at this stage, the differentiation efforts to be implemented are a puzzle and require a significant investment in human resources to fill the gaps in these first price tools.
In addition, increasing the size of a company generally means increasing the website’s needs in terms of functionality, flexibility and sophistication. The same applies to reactivity, mobile instrument strategy and adaptability to them. However, it is very difficult to achieve an interactive user experience, to have specialized features and customized options on a DIY platform.
Moreover, tools such as Google for webmasters and Google Analytics are very difficult to understand, and therefore require the help of a developer or webmaster anyway. However, these tools have become essential for any company wishing to be well referenced on search engines and to have a significant traffic on its Internet pages.
Finally, the issue of maintenance is particularly delicate. Most DIY Internet tools do not offer FAQs, discussion platforms, blogs, etc…. or technical support in case of problems, which again requires the mobilization of internal human resources to solve them.
