The value of a website does not lie in whether its appearance is lavish, but in whether it can reach target users and solve their real problems. In actual website building, “ignoring users and talking to oneself” is a common and costly misconception. The following expands on several common manifestations and gives corresponding directions for addressing them.
Mistake 1: Listing only parameters without explaining user value
The most common approach is to move a product manual directly onto the website, piling up pages with large blocks of technical parameters and feature lists, yet failing to answer the question users care about most—what use is this to me?
For example, when introducing a material, listing “material, dimensions, functions” is talking to oneself; changing it to “suitable for outdoor use, maintenance-free for a long time, saving maintenance costs” is an expression from the user’s perspective.
When users see a screen full of jargon, they are likely to become confused or even give up; if they cannot quickly understand the value, they will develop the mentality of “I’ve seen it, but I still won’t buy it,” creating a situation of high traffic and low conversion.
Direction for addressing it: Restructure the logic of the product page, organizing it around “user problem—solution—what the user gets”; add intuitive forms such as scenario images and short videos; support the content with real reviews or collaboration cases.
Mistake 2: Blindly pursuing effects while ignoring the core experience
Some companies, in pursuit of visual impact, use large amounts of dynamic effects, background videos, and complex interactions on their websites. But such approaches often come at the expense of experience: large videos significantly slow down loading, and are even more likely to drive visitors away on mobile; complex interactions increase the learning cost and instead block key information.
Direction for addressing it: Before building the website, first clarify the core goal—whether it is to showcase the brand or to obtain leads—and then choose the technical solution accordingly. The bottom line to confirm is—smooth access on various devices and browsers.
Mistake 3: Ignoring data tracking, leaving operations without a basis
Many websites are like an isolated island after going live: companies do not know where visitors come from, how long they stay, or what content they are interested in. “Building a website for the sake of building a website” can ultimately only result in a waste of resources.
For example, continuously running ads without tracking conversions may let budgets be consumed by inefficient channels; not monitoring exits from product pages makes it impossible to discover deviations between descriptions and needs, and the problem will remain hidden for a long time.
Direction for addressing it: Connect data analysis tools at the initial stage of website building and set up conversion tracking. Only by regularly reviewing data can you locate problematic pages and high-value sources, and spend your budget where it is effective.
Think through three things before building a website
The key to avoiding “talking to oneself” is to maintain the user’s perspective throughout. Before starting a website building project, first complete three steps of thinking: clarify the goal—whether the website is used to showcase the brand, obtain leads, or complete transactions online; understand users—who the target users are, what problems they face, and how they make decisions; be data-driven—make analysis a routine part of website building and operations, and use facts to guide every adjustment.
True digitalization is not about moving products online, but about putting users’ needs into the product. A website should become a bridge connecting a company and its users, not an isolated island that no one visits.