• Writer for DDI on Medium

Why Abandoned Websites Exist, And How To Fix The Problem!

Updated: Nov 15


"Is anyone home?"

Founders tend to like the idea of being unique until it’s time to actually own their uniqueness, that’s when all their eagerness to “stand out” turns into intense panic, hyperventilation, and severe disorientation: claustrophobia.


That’s the common problem between some of these abandoned homes on the internet. Completed websites, condemned to serve as memorials to a purpose that fell during a war on focusing. It’s a web designer’s nightmare: a website that never sees the light of day because of its owner’s sudden identity crisis. 


Give Your Discomfort Some Context


Athlete’s preparing for competition gets laser-focused on their training by laying aside things that can potentially hinder their chances of winning. Sometimes, the things they abstain from: people, places, food, despite being things they enjoy, are things that divide their focus mentally, physically, and emotionally.

 

The same logic is applied to branding a website; trim the things that hinder the overall goal: thoughts, or even activities that bring in money, but might not be profitable in the long run. But that’s where clients get uncomfortable; lose perspective, and start backpedaling.


Weigh Your Options


Money is just money if earning it isn’t connected to unique moments capable of unequivocally communicating your value: do I sacrifice who I am to make a few extra dollars for a season, or do I remain steadfast in consistently developing and highlighting a proven strength in the service I provide? The inability to discern where your time is best invested is attached to defining losses or wins; junctions on the road to building a lean business you can’t recreate; once passed, it’s gone and you’re stuck with the results of your decision.

So you always want to seriously consider the cost of the options before you an exercise for anyone building a focused online presence. The more you avoid putting into practice this virtue, the easier it is to become estranged from what makes you different. Obviously, for any business, such behavior is counter-intuitive and will have ripple effects such as:

  1. Never feeling like you fit in anywhere.

  2. Speaking naturally about what you do in an inspirational way is reduced to sounding generic and boring.

  3. Your judgment on your situation becomes impaired because you’re making choices from an emotional place

Is The Cost Logical?


As business owners, we all need money, but our need for money shouldn’t be birthed out of desperation that blinds us to our own value. Consider the story of Esau...

“And Jacob said, Sell me this day thy birthright.
32 And Esau said, Behold, I am at the point to die: and what profit shall this birthright do to me?
33 And Jacob said, Swear to me this day; and he sware unto him: and he sold his birthright unto Jacob.
34 Then Jacob gave Esau bread and pottage of lentiles; and he did eat and drink, and rose up, and went his way: thus Esau despised his birthright.”  

Genesis 25 31-34.


Understanding the cost of an opportunity is a valuable skill to have when your options are limited or resources scarce. The problem is determining what the real goal is. We’ve been taught “how precious time is”. I only began appreciating how true that statement is after observing what I earn and the window I have available to actually acquire it.


Clients tend to back-slide when it comes to productively using their time consistently, and everyone else (non-clients who are founders) just don’t know what to focus on. Which explains how one sellout so easily, and the other is all over the place.


If you were to guess, what would you say Esau’s goal was, selling his birthright or quelling his hunger?


…Another set back to selling out is that the goal can also appear obvious until the decision is made and the act committed before you realize what resulted wasn’t the plan: as Esau, for a morsel of meat sold his birthright, and with tears sought carefully a place of repentance but it was too late.


Don’t allow your irrational fear of the position you hold in the market to turn your website into a space haunted by ghosts of intentions past. Embrace what makes you different and be willing to learn how to make it work for you instead of blaming your lack of results on your designer. The success of your investment depends on the consistent measure of responsibility you approach it with. And therein lies the problem with most potential web design clients: they're not disciplined enough to justify having a website.


In situations like that, you're much better off on social media.


I am the Founder and Visual Brand Strategist at The BrandTUB

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