WRATH - blaming the customer for not caring
The last sin in our series happens when all that excitement over your site launch is a distant memory and you start to hear the murmurings of another site redesign. The lack of post launch editorial planning has started to destroy that great design that you agonised over. [...]

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GREED - lots of data no intelligence
You can have too much of a good thing. It has often been commented that online wins over offline because it offers real time feedback of people’s behaviour. This is true, but what is provided is something like this
Page views 10,000; Unique visitors 3000; click through rates 10%; bounce rates 3%; [...]

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GLUTTONY - just stuff the content in without thinking

We’ve all been there. You know this “content stuff” is important and you know you need a lot of it so you grab big chunks of it and throw it all on the plate.
But the best websites are like a balanced meal, not a bargain [...]

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LUST - project blindness and desire to deliver
Businesses and agencies love projects. The project world is a familiar and comfortable place for us all; we know how to scrum, scope, budget,and deliver. And to put icing on the cake we enjoy that great feeling of hitting the finishing line, the launch party.
Too [...]

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ENVY - not understanding how others succeeded
Online, your message is fighting for the attention of the user alone against the rest of the internet. There are no sectors, there are no walls. The internet is one vast open playing field. And your message is up against the BBC, YouTube and blogs about kittens.
You’ve [...]

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PRIDE - just expecting your site to work

Remember the film The Field of Dreams ? In it, Kevin Costner was told that if he turned a field into a baseball pitch dead players would turn up to play on it. He was told: “Build it and they will come.”
In the online world, baby, [...]

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SLOTH - failure to plan beyond launch
This is the sin of indifference to your content and failure to make the most of what you have. It always happens after the dust of the project delivery has settled. The hustle and bustle of the project review meetings are a distant memory of post-it notes [...]

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