Two essential questions

A few days ago, a colleague of mine launched her portfolio website. Of course I couldn’t help picking the holes, which brought me back to two questions that apply to any marketing effort someone is about to make:

  • What are you trying to accomplish?
  • What is the next step you want a prospect to take?

These two questions will trigger a process during which more detailed questions will occur, and all of them better be answered. Write it down. Measure. Learn. Try alternatives. And so forth.

But only do it if you really want it to have an actual effect. If you’re only trying to build an excuse it might be counterproductive.

One last tip (if it’s a website): Make it work and look good on a mobile device.

 

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