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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  June 09, 2015

Websites That Damage Your Brand

When folks reach out and ask for my help, the first thing I do is go to their website. How they present themselves to the marketplace tells me far more about their market strategy and brand than our conversation ever will.

The biggest problem: many websites contribute to the white noise. They scream “talented but nondescript”. Here are the two biggest mistakes that thwart even the best market strategy:

  1. Confuse clarity with compelling. Yes, visitors need to know what you do. They also need something to rally around. Websites without a platform that explains the role you play in the marketplace is just another digital billboard.
  2. Focus on the how instead of the what. Too many websites outline (in way too much detail) how a company works. They focus on the methodology instead of the contribution and results. Visitors do care about your process; they want to know what they are in for. But they care more about what you can create on their behalf. They want to know that you understand them and the challenges they face.

Both of these mistakes damage your brand by making you one of many. Remember, everyone has a fan club or an approach. Without a cause that shows your contribution, your website is just noise.

 

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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.