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Don’t Settle for Good Enough

There’s a saying that goes, “if it ain’t broke, don’t fix it.” But what if it is broke, and you’re just too busy to notice?

As a branding agency, our job is to be creative problem solvers. We look at your business and tell you what is and isn’t working. Knowing this allows you to more effectively position your brand to increase interest and, hopefully, revenue. There are many aspects of branding that can be overlooked or neglected, but none more so than your website.

For instance, mobile devices will make up over 50% of all web traffic in the very near future. What does your website look like on your phone? How is the user experience? Is it easy to navigate? If it wasn’t your site, would you be able to quickly find the info you need? Do all these things represent the time and care you’ve put into the rest of your business?

In a fast-paced, digitized world, it’s easy to get left behind if you’re not paying attention. This can be the difference in gaining or losing a customer. And it can happen without them ever setting foot in your store, having a conversation with you, or even finding out what you have to offer.

This is why it’s important to understand the difference between “great” and “good enough.”

Good Enough:

  • A “good enough” website is shallow. It looks decent on the surface and serves a basic need for your business–to have an online presence. It has vague, hidden company info and even gives you a fancy dot-com to put at the end of your email address. What more could you possibly need?

  • A “good enough” website is cheap. This may seem like a positive, but the majority of the time, you get what you pay for. You farm your site out to the lowest bidder because you view it as an expense instead of an investment. This leads me to my next point.

  • A “good enough” website is broken. This can be anything from broken links or browser incompatibility, to out-of-date coding practices and content. These things are usually the result of not hiring competent professionals to handle your online presence in an increasingly connected world.

Great:

  • A “great” website mirrors your business. The form and functionality of your website are direct indicators of the pride you take in your company. A user’s feelings about your website will dictate how they feel about your business as a whole. This is why user experience is king.

  • A “great” website is your best salesman. It works when you’re not...24 hours a day. It always puts its best foot forward, it never takes a smoke break, and it never gets in an argument with a customer. A reliable, hard-working asset at a fraction of the cost of a full-time employee.

  • A “great” website just works. Keeping a website managed and up-to-date is critical. Making sure your website is always working properly on all platforms (mobile and desktop) is essential to a great user experience that people will remember.

Next time you visit your website, ask yourself what’s working and what isn’t. Is it easy to find what you’re looking for? Are you proud to show it off? Is your website a barrier, keeping people from choosing your company over another? These are just a few reasons to consider not settling for “good enough.”

- Nick

KitbashNick Merritt