As Dave Brock points out, People Don’t Like To Be Sold—But They Do Like To Buy!
How do we facilitate the customer’s buying process? It’s a few simple things, but that can have great meaning to the customer—again much is focused on educating and informing. Things like: What are the questions they should be asking—of you and of your competitors? What should their expectations of a solution be? Are they realistic, unrealistic? What are the pitfalls involved in selecting a solution? What are the things they should be considering, but not thinking about?
Although many company owners may not realize it, one of the most complex purchase decisions they have is how to ‘buy’ their website. If the website is to be a Powerful Sales Representative, then careful Website Planning is involved. A website is as complex as an automobile and it is far too easy to create a website that is "Unsafe At Any Speed".
Given the ever evolving complexity of multiple browsers and a wide variety of devices, the only safe and sure way to avoid major disappointment is to carefully define the website functional specifications. To understand what that involves, it is worth checking out a sample website spec. Only with a carefully detailed specification can disaster be avoided.
Undoubtedly most websites can be seen by their designers and by the website owner in a satisfactory way on their preferred device/browser combination. However it must be seen in an attractive way by all their prospects with whatever device/browser combination they may be using. That takes the right functional specification to achieve that.