The goal with WordPress CMS is simplifying faster production.

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Nearly anyone can create a web presence with a DIY blog and other low-end online tools. And some are quite fancy. This trend of eliminating barriers to web entry worries web designers and developers. The competition is not other programmers, but free blogs and social sites. Like movies competing with restaurants for entertainment dollars. This indirect competition is of such extreme emotion it creates anxiety among web designers.

Why do some web professionals create complicated and extravagant websites? Gold and silver? Imagined grandeur?

Motives to kill simple websites.
Programmers and I.T. people seem enthusiastic to kill semi-skilled website production. They sometimes ridicule nonconformity to future, non-existent standards. Why? Fear!

As client web knowledge increases, it diminishes the magic of building websites. This decreases perceived value – or market worth. Web developers must embrace and push for more complexity – even when something simpler would do.

There is no motive to simplify. Accusations of complicating sites to improve pay scale appals web geeks! But, we can’t see any other reason than money motives. We don’t believe their idealistic claim of “Making the Web a Better Place.”

Web fee erosion: client’s get smart.
Programmers and web designers don’t want to reduce billable hours  – or even lines of code. Feature creep, mystery, and site bloat are necessary evils to keep prices high. Customers may buy an over-engineered, gold-plated website because of their own web uneasiness. More web-savvy business owners means fewer fluffy features on speculation of future need. Future erosion of website prices will continue with offshore competition and out-of-the-can production.

Avoiding the forever learning spiral.
A big peeve is why should we keep pushing uphill on a steep web-design learning curve. It’s unimportant for good-enough results. We can master the web for marketing communication purposes at Pareto’s “80 percent” – if we limit our tools and palette. Perfectionist, 100-percent, technical knowledge is needless overkill (aka diminishing returns).

Each web technology has useful ideas to skim – but that doesn’t mean embracing the whole kit and caboodle. For what purpose? Just so we can say “I know it all.” Whoopee!


The goal with WordPress CMS is simplifying faster production. Marketing departments want to reduce the time to test ideas and products. WordPress websites are faster, more measurable testing with smaller risk-free investment. They’re not coding monuments – but adaptive marketing tools.

Creativity can run amok.
Creativity needs limits. WordPress simplicity forces limitations on web design. Creativity and innovation are not the same thing. Creativity wants freedom. Innovation needs profits. Our formula is C = 1/$ or Creativity is the Inverse of Dollars. Creative constraints force budgeting of hours, money, talent, etc. Then it’s possible to judge creativity’s appropriateness by results.

Benefits of WordPress websites.
In actuality, entrepreneurs are risk averse. They have few resources to waste. They must have a win “out of the gates.” No second chance. WordPress themes and plugins are the answer for many of those problems. We’ve seen companies spend years forming gold-plated, over-engineered, bloated websites. Building with WordPress in incremental sections accelerates finishing time. By minimizing investment, pieces become disposable. Unfortunately, once a corporate authority site exists, management is often hooked. They are so heavily invested (addicted?), they can’t bear to let go. WordPress themes and plugins allow more experimentation without fear or commitment.

How speed affects ROI.
Expectation Threshold is now 2 seconds for a page load. It was 7 to 8 seconds in the days of modem dialup. PagePipe’s ideal goal is one-second load or less for a home page. Today’s web pages are more content and feature rich than ever. Also, users expect pages be delivered on a variety of fixed and mobile devices and browser platforms with the same speed. Mobile takes twice as long to load because of slower, limited bandwidth. Yet, the expectation is the same as with desktops.

Two seconds is the average online shopper’s expectation for a web page to load. Forty percent of shoppers will wait no more than three seconds before quitting a retail or travel site.

Google stated a half second delay in load time results in a 20 percent drop in ad revenue. That is a $1 million dollar per month reduction – for just 500 milliseconds. Amazon found that a half second delay causes a 1 percent drop in sales. For Amazon, a mere 500 millisecond delay would represent a decrease of $215 million dollars gross sales annually. Now more than ever, slow page load times translate into lost customers and revenue. Companies can save costs on hardware, software, and bandwidth by improving speed. Even small businesses can see improvements.

Focused sites are easier to optimize.
All-purpose, generic, “authority” sites do NOT fill the needs of information seekers. Smaller, fast sites are the solution. Distributed information prevents information overload. Don’t present one bloated centralized site with 1,000 pages. Instead produce 10 small, manageable, fast sites that answer specific problems.

It’s time to break up big sites into separate URLs based on market needs. This makes information easier to find. Severe self-imposed limits avoid visitor “boredom factor,” end poor usability, and improve information findability. Several small sites help create first-search-results page dominance. Many listings from your company – instead of just one – pushes your competition away from that precious search page.

Customized and optimized websites are powerful.
A personal touch generates a response by triggering reciprocity. We believe someone put personal effort into reaching us. These websites are simple. They work at a visceral level. They don’t try to be more than they are. They’re unpretentious. Glossier, artier, or more highly produced “rich” websites are NOT more effective. They just cost more and take more time.

The best web designers don’t have to tell us they’re great. They let their work speak for itself.

If you have an insatiable desire to tell the world all the awesomeness about yourself, all the time, then things are a little off, honestly. In fact, we’d go so far as to say you probably have a confidence problem.

Intellectual humility means being conscious of our knowledge limits. This including a sensitivity to our own natural egocentricity.

It requires awareness of self-deception; sensitivity to bias, prejudice, and limitations of perspective.

Intellectual humility depends on recognizing you shouldn’t claim more than you know. It mean being suspicious of our own overconfidence.

It does not imply spinelessness or submissiveness. It implies a lack of intellectual pretentiousness, boastfulness, or conceit.

Overconfidence has been called the most “pervasive and potentially catastrophic” of all the cognitive biases to which human beings fall victim. It has been blamed for accidents, lawsuits, strikes, wars, and stock market bubbles and crashes.

What others think of us:

"Steve, many thanks for your prompt reply. I really appreciate it. I have to now seriously look at ways to speed up the site and what is relevant content for the mobile market. My Google analytics show 75/25 in favour of mobile/tablet users" London

by - Neil Cheesman