Mirror, mirror on the wall, whose business is the best of them all? Or to put it another way: mirror, mirror, on the wall, how do you reflect my business among them all? That’s right, you very likely to have such a mirror at your disposal, and that mirror is your company website.
Chaos on the website, chaos in the business
It’s hard to remain even reasonably unbiased about a company website, when you have invested money, time and energy in it. However, an actual perception of your most important (because publicly accessible) business card, is essential.
The criticism of websites very often focuses on the visual aspect or lack of responsiveness. And that’s logical, but the problem may be deep-seated.
Perhaps your company’s website says something about your company… it might as well say nothing. And if so, it also says something, but not the way you want it to.
Do a simple test. Put a person unrelated to your business in front of the screen. Preferably the one who doesn’t really even know what you actually do. Have them go on your website to figure it out as quickly as possible. Do they have a hard time with that? If so, the site does not fulfil its basic function.
Most frequently it’s a matter of poorly designed structure, as well as inappropriately chosen content. Well, okay, but I used the phrase “the problem may be deep-seated,” and refreshing the functionality and content is not a particularly big problem after all.
I meant the problem to be deep-seated, because it is fundamental. Chaos on the site = (most likely) chaos in the business.
Perhaps the site is chaotically designed and inaccurately describes your business because, among other things:
- you don’t have a specific target audience, a clearly defined buyer persona,
- you don’t inform about your key strengths, competitive advantages,
- you want to build a brand without professional branding, you do not have a brandbook.
Change on the horizon
More than occasionally, we have been approached by clients asking us to design and implement a website. Right after the first conversations, it became clear that there was more work, yet productive work, ahead of us. It was the reason why we created a workshop to spot shortcomings, define goals or develop processes that affect the business as a whole. Therefore, the tasks for our developers are the final stage of a complex, valuable collaboration.
This is how we understand modern consulting – it involves sales, image, design – not just purely technological issues. We help companies get out of chaos.
As a result, the company’s website becomes a mirror that reflects us in much more optimistic colours. Behind the exquisite design, the content is an actual feedback on WHAT, FOR WHOM and HOW we do things. So technically: a truism. In practice: any business will fall into chaos if it isn’t built on a strong foundation.
You’re welcome if you want to discuss it with reference to your business.
