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Avoid Developing a Generic Website

What is a generic Website?

  • The Website’s only tagline is “Welcome to our Website”
  • The Website does not communicate well online
  • It does not add value or special insights
  • There is nothing unique offered by the site
  • The site is an online brochure and NOT dynamic
  • It has a high bounce rate

What are few pointers on making the site unique and engaging?

  • What works offline should be translated online
  • High-level branding and management staff should be involved in the Website messaging and marketing
  • A clear direct tagline and /or slogan is needed on every Website
  • A well-defined understanding of the target market is critical
  • The Website content must speak in the language of target market

Many Websites are loaded with brochure copy or marketing-speak copy, does that lead to a generic site? Brochure copy is the best example of a generic Website. Learn how to write for your target market and the Web in general. Don’t talk about your business too much and use direct and clear communication on all site pages.

How can graphics, images and photos keep a site from being generic?

  • Avoid clip art with no messaging
  • Use real people with captions in photos and graphics
  • Focus on real product photos with as much detail as possible
  • Use optional video, slides Flash and other media to tell the story


What are the key action items for the listener?

    What makes your business unique and special? Add those benefits to your Website

  • Evaluate your Website from the target market’s point of view
  • Use clear direct taglines and messaging
  • Use dynamic, but unique photography and media with captions and messaging
  • Offer product views and descriptions not offered anywhere else on the Web
  • Make it very easy to contact your company
  • Get feedback through user testing

This has been the Intuitive Websites Internet Marketing Podcast for more information and to see all the available podcasts and much more, visit

Thomas Young

Thomas Young is the CEO and Founder of Intuitive Websites. He is a consultant, award winning Vistage speaker and author of “Winning the Website War” and “Sales and Marketing Alignment.” Tom has helped thousands of companies succeed online and has over 25 years digital marketing experience.