Designing a website is not like designing a brochure.
Moreover, there is an enormous difference between designing a website that works (technically) and designing a website that gives results (commercially).
Table of Contents
The layers of a website
Many people think that a website is like a car made of 2 layers:
- an outer layer, which is made up of what you see. We’re talking about the graphics, how attractive the website is, its “look and feel”, the design, the bodywork.
- an inner layer, which lays underneath, canned inside the graphics. That’s the engine, which moves the car and characterises it from a technical point of view and says how powerful and fast it is.
But actually, there are 3 layers:
- the outer layer: the bodywork;
- the inner layer: the engine
and finally, what we call
- the invisible layer
What is it?
It’s the autopilot.
Let me explain.
Always imagine your website as a car. You’re the driver, right? But could you drive 24 hours a day, 365 days a year?
No, you can’t.
You should double yourself.
You would need an autopilot who knows how to act like you whatever the various circumstances.
In short, the autopilot is the one who drives your website as you would drive it, who makes it go wherever you want, and who gives it the business effectiveness you want to give to your company. That’s what makes the website be welcoming to visitors, turning anonymous visitors into leads, leads into prospects, and prospects into customers.
Is everything clear so far?
What it takes to design a website that gives results
The first layer, the bodywork, is relatively easy to create: all it takes is a graph.
For the second layer, the inner engine, that’s the same: a technician is enough.
But the third layer is NOT EASY to develop at all.
Because the design of the autopilot requires knowing how to clearly define:
- the positioning of the company;
- the objectives that the company assigns to the website;
- the kind of visitors that the website wants to attract;
- the incentive we want to give visitors to turn them into leads;
- the path we want the leads to follow to convert them into prospects;
- and then to convert prospects into customers;
In short, the invisible layer is the true soul of the website, what gives it its personality.
It’s what communicates the corporate identity and makes the website a living creature that acts automatically to produce results, that drives the website from a business point of view.
It doesn’t just want to make it work technically: it urges the website to produce commercial results.
In order to be able to design such an impalpable component, some special skills are required:
- strategic vision;
- consultancy ability;
- being able to predict the needs of the customer even when not even your customer knows what s/he needs;
- marketing skills;
- Lead generation and lead conversion skills;
- sales psychology;
Then you must know how to transfer all this to the website, giving it concreteness.
Why doesn’t 99% of websites give results?
Because almost no web agency has these skills.
And the reason why they don’t have them is simple:
because they were created by a graphic designer or a technician!
They are experts in bodywork, or engines.
They are not marketing experts.
They have never sold a product live.
They are not business consultants.
They design mockups and write lines of code, they are very good at that.
But don’t ask them to do anything else, because they don’t even know what the invisible layer is.
(If you don’t believe me, try to think back to when you had the website done: did they ever tell you about anything remotely comparable to what we’re saying here? See, I told you).
Now let’s play a game.
How would you like to redesign your website?
What are the goals of your website? Is it able to achieve them? Where is it leading you?
How do you rate your website?
Bodywork rating: ________________
Engine rating: ___________________
Autopilot rating: _______
If you want a complete analysis of your website from all these three points of view, please ask us.
We usually charge this analysis between 500 and 1,000 Euros depending on the complexity of the website. But in this case, for a limited number of subscriptions (*), the analysis is totally free.
Here’s what we’ll do:
- We will analyse your website under these three aspects;
- We will generate a report with the criticalities found in each of the three layers;
- And we’ll tell you what to do to make your website the best salesperson your company has
Since time is money, we will only accept the first 5 qualified requests.
Qualified means that we will not analyse amateur websites created by a friend or relative “who knows a lot about computer”…
But if you are really interested in transforming the results of your website, we will be happy to analyse it for free, so hurry.