Avoid Web Obsession

This is a danger that is rarely discussed, but is clear and present for any businessperson who puts up a Web site for the first time. The Web is addictive, not only for users but also for site owners. The ease with which a Web site can be changed has seduced many site owners into constant experimentation, even daily changes that produce little or no return in the form of increased business. The expression, "If it ain't broke, don't fix it" applies to Web sites as much as to anything else in life (or in business).

There is nothing inherently wrong with wanting to improve your Web site, but letting that part of your business occupy too much of your attention will inevitably take your mind away from other areas that need it.

One reason many executives probably make too-frequent changes to their sites is boredom. It is easy to forget that while you may look at your site every day (or, if you are truly obsessed with it, many times daily), even your most devoted customers see it only once in a while, and new customers and prospects have never seen it before, so what is old hat to you is new to them. There's an important lesson here: