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You can lead a horse to water, but you can't make him drink

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Such is the life of speculative web design. They didn't ask for it, so wy should they use it?

There are three approaches to fixing this:

1) Only design based on a clear creative brief which has identified a genuine communications problem which the website resolves. 

2) Get the intended audience involved in the creation of the website, generating content for it and talking about it. These days social media will do. Facebook or LinkedIn have great ways to keep the conversation to a limited circle.

3) Push it and develop it relentlessly using all the skills or PR and marketing.

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