The troubles last month with snow and ice that caused chaos for many, if not all of us. An experience that I had brought home a few truths about how the familiar, when changed to be almost unrecognisable, worries us, unsettles us and even has us running for the door!
As I sat for two hours on a roundabout that normally takes me five minutes to cross, the snow falling heavily and piling high on the road, I had a thought... What seems so familiar that we don’t even consciously notice it, can change beyond all recognition when covered in a soft, shiny white layer of snow.
Think of your current website. Chances are a lot of blood sweat and tears went into its creation. This site says you are the best at what you do, you sell the best product or that you have really cool customers. Whatever it says about you, many of your core clients recognise it, feel comfortable with it and can be adverse to radical, or even small changes.
So you need a new digital presence, not just the site but your whole approach needs to be upgraded, needs more ‘nowness’, more features, more bang – the list goes on. Many agencies will want to offer you all the newest features; they will tell you that the current market demands it even!
But as with all new technological advances, they may not necessarily be the right ‘fit’ for you. The saying ‘Content is King’ still holds true, but it has to be relevant and useful for your clients and target market.
When considering a ‘new’ website, a refresh of your old one, or embarking on new channels of digital communications, keep in mind what your clients like, how they engage online, what currently works, what gets the most traffic - build on that. Make it better, more user-friendly and don't forget to keep what works - most importantly, don’t scare away your users!
Paul Windust
Project Manager
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