As you plan your new website, it’s easy to jump right in to a technology wish list. Outside experts may get you focused on SEO, analytics, Marketo or HubSpot integration and even what the CTA’s (calls to action) should be.
These things are of course essential, but they need to come after establishing what the website should say and do. Otherwise, you’re going about everything backwards.
A lot of it has to do with who you’re talking with.
• “Web developers” often start by thinking about technology, not messaging strategy.
• “Web designers” will talk about upgrading how the site looks, without getting into what it says.
• An SEO firm will get more people to find you – without optimizing your value proposition to resonate with the stakeholders you most want to influence.
In all the above cases, generally you need to furnish the content. Which is a lot of work. Plus, you won’t have the benefit of new insights a true branding agency brings to the process.
The best scenario is for you to be the source of business input: what’s changed, your goals, key competitors, customer and prospect profiles, your strengths and challenges. Use your branding agency as the source for a strategic framework based on thorough analysis; and creative execution that brings your brand’s story to life.
Believe it or not, good storytelling is hard. So it’s best to rely on professionals for a more compelling way to express your brand essence in words and pictures. Makes life easier too: They’ll handle concept, copy, design and programming on a turn-key basis.
For more about this, check out this Reality2 microsite about rebranding and website creation for innovative companies
https://reality2.com/innovativecompanies/