It may be a coincidence but several
organizations I’ve worked with are undertaking or recently completed a web site
redesign. So I started thinking about
when and why do organizations decide it is time to address this time consuming
and stressful undertaking.
The first example is the
consulting business of a friend. He
manages a consulting firm based in the Washington metro area. Based on recent conversations and what I’ve
seen on his new web site, the redesign project was driven by changes in his business. He had taken on some new clients, created new
partnerships and his business was going in a direction not represented by his
old web site. His site has a new look
and seems to suggest a new energy. It is clear the objective of this new web
site is to define the company brand
and increase visibility with a focus on its mission.
While I thought the former web site was fine as a communication vehicle that
included an informative blog, this new site really does suggest a change has
taken place in the business. I believe he really captured the image he was
seeking in this new design. www.potomaccore.com
The
second example is a web site that is still a work in progress and it belongs to
a non-profit organization for which I have been a board member for several
years. The new web site is desperately needed as the current site is typical of
a non-profit that put together a functional web site on the cheap. It probably
seemed like a good site at the time it was created as there was nothing to
compare it to. This was the
organizations first web site. Naturally, everyone thought it was great. Of
course we look at it today and say “what were we thinking?” Even a non-profit
has to uphold a certain image and the most visible representation today is an
organization’s web site. Today, anyone can create an informative and
professional web site that conveys the proper message based on the
organizations purpose and mission.
Does
it offer value to visitors and if you’re in the association world, does it
portray the image you want your members to have of you? If you cannot
objectively assess the message your web site delivers, ask your customers.
People love it when you ask them what they think. Then you can determine if it’s
time to invest in your web site.
Don Sciolaro
Innovative solutions, strategic planning & management partner
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