In this article it talks about 5 things that can damage your brand.  The mistake it makes is that it still thinks that a companies website is central to a companies brand.  Maybe 5 to 10 years ago, but not today.

We all know if we are purchasing something in the B2B or B2C world we will look at a website but to be honest with ourselves we treat it as a online brochure.

The supplier will tell you how great they are (of course), how amazing the founders are (aren't we all) and why you should buy from them (well they won't tell you to but from the competition).  So in fact it's just noise.

As buyers we will always look for endorsements and companies like eBay, Amazon, Airbnb, Uber, TaskRabbit, etc have all built a business on endorsements.  Third party recommendations are therefore key.

But we are all now far more sophisticated in the way we search.  A one dimensional website / brochure won't win you the business.  I need to see that you are the solution to my problem.

You can do this by activating your sales people and employees to be insightful, educational and passionate about your products and services.  Something I will find on Google.  Not by you buying adverts, which we all ignore but by seeing genuine passion about your company.

Because if you cannot be bothered to be passionate about your products and services and serve me up one dimensional websites / brochures. I can tell you I cannot be bothered.