Web Site Redesign

I have spent the last year or so thinking about redesigning our corporate website. I'll be the first to admit our company's website is dated and the content is a bit stale. It has been kind of the story of the shoemaker and his kids... too busy working on other people's stuff.

I could just take the existing content, update it a bit and put a new front on it. But that didn't really feel right.

Sure there are lots of static and dynamic brochure style websites out there to emulate. This is who we are, these are our products, these are our services and here are the career opportunities. Put a pretty look and feel and customers will flock to our business.

If you make a brochure site the same as everyone else, I think your message would be lost in the cloud.

Currently we are building a new web tool for a client. They are focused on a cool theme and tons of graphics. Our developers are focused on making the application work at a technical level.

Something is missing.

Then I read Seth's blog and he hit it on the head.

It's the story that should be the focus.

What are you trying to tell your readers? If the story is look at our cool stuff, so be it. But if the story is something other than the interface, then you may be distracting your visitors. Kind of like fireworks at the ballet.

The interface should be invisible. If you have to think about it, it is distracting.

That is what I have been waiting for our web site... a compelling story to tell.

That isn't to say we don't do great development work and have a number of products under our belts. The problem was listing them in a brochure does nothing to tell a compelling story... and so I waited.

The good news, we now have a compelling story to tell... the bad news, the kids are still barefoot and I am a busy shoemaker.

Comments

[Sean Feldman]

Get the kids shoes sooner than later :)

[Katie]

On the whole, Seth was absolutely right, but his post also conflated a bunch of aspects of Web design, that need to be considered separately.

First, there's the visual aspects of the site -- sometimes you want people to notice them, sometimes not -- but they should always complement the story you're telling about your business.

Second, there's the technology, which should always function properly and efficiently...it's very possible to use some cutting edge technology on a site that appears somewhat stodgy. Nonetheless, noticeable bleeding edge technology is sometimes appropriate and sometimes not.

Thirdly, there's my corner of the world, the interaction. Here we care about things like: Is it a button? Should we use something besides a button? Does it look like a button? Does it behave like a button? Does the button do what the user expects? I have never encountered a site where the interaction design was a good thing to notice. In fact, I'm fond of telling my clients that if, when I'm done, a user can tell I've done anything at all, I haven't done the best job possible. Everything should simply do just what you expect.

I've always found kids like going barefoot ;-)

[Hazel Nieves]

After reading the blog post by Seth Godin discussing the first question every web designer must ask I said, amen Seth…but there is an even more important question that needs to be asked in my opinion that really starts with the client NOT the web designer.
Check out my response here... http://www.strategicbusinessdesigner.com/archives/72

[Doug Wagner]

Thanks for all the comments.

It is very interesting that so many business owners see their website as nothing more than a brochure, and a poorly thought out one at that.

But, it is a reality that most small business owners are good at the service they provide and not all the other aspects of business like marketing.

P.S. I understand two things better now. One you need a story to tell and two, your online presence needs to be an extension of your physical company, they are not separate.