No one can say that 2020 wasn’t a good teacher. With every passing week and every “unprecedented” news story, we learned all kinds of things. The definition of terms like “social distancing” and “super spreader.” We learned how to master the intricacies of Zoom, what to look for in a face mask, and exactly how often your spouse uses the term “leverage” on business calls. (It’s a lot, by the way.)
We also learned just how vital a robust, well-designed website is.
The adage that “your website is your business’s digital front door” is as old as the consumer internet, but many small businesses didn’t treat it that way before 2020. Instead, the website was a bit of an afterthought. After all, you likely found clients and customers through your brick-and-mortar locations or at conferences, conventions, and other events. But then, suddenly, all of these avenues for conducting business disappeared during the pandemic.
And abruptly, your website became a lot more important. If you had let that front door get a bit dusty and unkempt, that was what your potential clients saw first. You can’t see people in the wild anymore. In most cases, your website really is your front door.
I can’t tell you how many times before 2020 I heard from client prospects that their website wasn’t great but that it was “good enough.” It conveyed basic information. It allowed potential clients to contact them. It made them look like a legit business rather than one that also sold auto warranties in a back room. But unfortunately, many companies saw their website as little more than a digital version of their marketing brochure.
But that didn’t work in 2020. Suddenly your website needed to do more work. It needed to make it easy for potential customers to find you. It needed to handle a high volume of online orders. It needed to convey enough information about your company that someone would want to pick up the phone or fill out a contact form. 2020 was the year when a “good enough” website wasn’t good enough anymore.
In 2020 we also saw that the most successful small businesses were the ones best able to pivot and change direction to meet the shifting circumstances. They were able to transform operations, staffing, delivery methods, etc., according to the moment. The ability to pivot allowed them to create the best environment for delivering their product or service—and ensure satisfied customers. If your business is going to pivot, it needs a website that can pivot with you.
You might have a beautifully designed, detailed website that fits your business like a glove, but that might be a hindrance if you need to make significant changes to your business operations and bring attention to things outside your business’s usual scope. 2020 has taught us that the best sites have room for flexibility. They allow you to easily display new information and make the changes this year has required.
As time marches on in this increasingly digital world, it’s time to consider 2020’s lessons. First, take stock of your website. Does it truly reflect your business? Does it serve as a good digital front door? Does it provide the information your customers want? Does it offer the flexibility you need in unpredictable times? If the answer to any of these questions is no, it’s time to think about redesigning it.
f your website is ready for a makeover, Spring Insight is here to guide you through the entire process, utilizing our expertise to make strategic recommendations and make your vision a reality. Contact us today to learn what we can do for you and your business.