New Zealand businesses have a lot to learn when it comes to designing websites, with at least 80 per cent failing in key areas, according to an informal study conducted by local online marketing agency Insight Online.

The agency examined more than 60 websites over six months and categorised them into four types: generic brochure sites; brochure sites with a blog, news section and newsletter sign-up; good quality websites with regularly updated content, video and some activity intended to drive traffic; and websites that are integral to a brand’s sales and marketing funnel.

Most websites (80 per cent) were classified as one of the first two types. About 15 per cent fell into the third type of website, and only 5 per cent were classified as the fourth type.

Kim Voon, head of Insight Online, said this shows that most Kiwi businesses are narcissistic.

“Narcissistic is a strong word, but that’s what society things about people who are only interested in talking about how great the are… and websites are no different,” Voon said.

“A good website is one that is tailored to the customers’ needs, wants and interests. What you want and what your customer wants aren’t the same thing.”

According to Voon, websites requires a purpose, whether that purpose is to educate, capture email addresses, book consultations or sell its product. The purpose should not be to add unnecessary bells-and-whistles to appear cutting edge.

“Don’t put up a blog or install the latest chat-bot just because everyone else is doing it. Instead, once you understand the purpose of the site, make every page, every piece of content and every call-to-action about achieving that purpose,” Voon said.