Three Reasons You Should Constantly Innovate Your Website

Jeff Gapinski / TNJ | 4/6/2017, midnight

We conduct these open sessions with a flat management approach. By giving everyone the same level of importance and say in the project, we get a more diversified outlook on our brand. Employees are often capable of doing more than what's in their job description or what's expected of them. We've had plenty of opportunities where employees have shown their leadership capabilities or revealed a new skill we never knew they had. As you can imagine, these types of revelations are not only beneficial to the project at hand, but extremely valuable to the company overall.

It's our biggest sales tool (and probably yours too)

Our website has always been a direct reflection of what we're capable of. This stems back from what I said at the beginning of this article. We didn't have any clients or connections, so our only way to show people what we were capable of was through our website. Having a tangible example of our creative and technical prowess was what allowed us to win our early accounts.

Today, we continue to push our site with that mentality. Every year our team grows, learns new things, and gets better, and we make sure our website is a constant reflection of that. That, in and of itself, opens more doors for us.

If you don't sell creative services (and I'm assuming the majority of you don't), there are other ways you can improve your opportunities for sales through your site.

From a general content perspective, you'll get a clearer message of what it is you do and what makes you unique. You'll constantly be providing your most up-to-date product or service offerings information and finding opportunities to highlight key initiatives your company has been a part of.

Getting more specific with data is where you can really uncover new opportunities. Look into tools like Google Analytics, Lead Forensics and Hotjar to really understand who your audience is and how they behave. You'll be able to discover more about the information they need at key points.

In conclusion

Redoing our website is the catalyst of change in our organization. It helps us innovate and improve our company in various ways, from sales, to operations, to company culture. Much of this has to do with our focus on the bigger picture in terms of what a website represents, rather than looking at it as a lump of code. Leverage your redesign process as an opportunity to invigorate your business.