There is nothing more valuable today than a brand’s presence online.
It is the most essential marketing component that every organization needs to get found and considered for a product or service. Yet, it’s surprising how many small and medium-sized businesses either have no website or one that is woefully outdated, does not integrate social media, a blog or search engine optimization (SEO).
As more and more businesses have to address this glaring deficiency in order to compete and succeed, they’ll have to engage a qualified resource to help them get a credible and effective website they need. Once an organization makes the investment and commits to a new website, a new set of challenges emerge.
Where’s the solution value?
Seasoned marketing executive, CMO and author of the OpenMarketing blog, Marcia Kadanoff, recently shared her valuable insights on how an organization can evaluate the recommendations and work plans that a resource prepares for a company’s website. Marcia’s “quick and dirty guide” for evaluating what is often described as “web creative” puts the focus on business value instead of on unqualified personal preferences.
So before you review any new website recommendation, look these guidelines over to learn how to make a well structured and thoughtful evaluation of any solution.
Before you comment, check this list.
The first step is to go back and re-read the Communications Brief with a highlighter in hand. If your consultant didn’t create a Brief, fire them and find a resource that’s qualified to provide one. Then highlight the communication objectives and what the brand is all about.
Next, look at the solution “comp” or static page view that is being recommended. Now, you can move on to evaluating the solution.
Final words of advice.
Don’t reject a creative solution out-of-hand just because its look and feel are radically different than what you were expecting to see. The difference between a good creative solution and a great creative solution is that a great solution challenges our expectations, accommodates all the requirements of the Communication Brief and delivers an emotionally engaging experience that’s different.
That said, navigation is not an area where you want to spend a lot of time pioneering new ground. The rule with navigation—as it is with other UI elements on the web—don’t make people work to get to the content that they are interested in. It should be obvious and intuitive.
Have you recently deployed a new web site? Or are you considering a new web site for your organization? What have you learned in evaluating the recommendations of your web consultants?
Please share your thoughts and comments.