November & December theme:
“Choose One Thing”
Posted in :  Choose One Thing

This post is part two of a six-part series titled, “Choose One Thing” publishing in November and December 2013. If you’re like most businesses we know, you have that “one thing” from the past year that is still hanging in the air — it’s the one priority that, among all the others, would make the biggest impact on your business if it were fully realized. It could be competing in a new space or gaining more business from current customers. During this six-part series we’ll share the most common challenges we see among clients. If one of them is yours, let’s talk. We can help you turn your one big challenge into your biggest success for 2014.

At Fathom, one of the most common conversations we have with prospective clients includes some form of the statement “our business has evolved, but our website hasn’t.”

When we have these discussions, we work to uncover how your website could be serving your organization and often ask “what opportunities is your current site losing for you?”

For many, the concern about their website has lasted for years. At the extreme, we have heard from a few that know that they’ve lost hundreds of thousands or even millions of dollars of business as a direct result of their lackluster website because clients or prospects have told them so.

Since websites are the most comprehensive expression of the brand for most organizations and it’s been proven that a stale site impacts leads, sales, acquiring talent and perception, why do marketers let their websites wither?

From our conversations, the reluctance to pursue a website update arises from three main concerns:

  • It will be a lot of work
  • It will be expensive
  • We don’t know how to proceed (since new websites launch every 3 – 4 years, experience is limited)

These concerns are understandable. To assess whether a website refresh should be a high priority for 2014, here are some helpful questions that you can use with your team:

  • Is our website merely dated or is it truly inaccurate?
  • How is the experience of visiting our website on a mobile device?
  • When you pare everything back, is the purpose of our website clear?
  • Are the issues truly with the website or are they deeper (e.g., your messages, visuals, even your overall positioning and brand strategy)?
  • If our website was down for a day, would anyone notice?

In some cases, thoughtful new content (e.g., videos, case studies) will be all that’s needed to energize your website. For others, a fresh design or graphics will change the equation. If you’re not sure and would like help to diagnose your website’s treatment plan, we’re happy to talk.

Other posts in the “Choose One Thing” series can be found here.

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Posted by: David Louden
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