Is your website boring and ugly?

by Julian Westaby.

We were going to have absolutely NO chat on here about Volcanos or Politics, you’ll be delighted to hear. However, this weE bit of trending the search words ‘Clegg’ and ‘Volcano’ was very interesting. If you launched a cleaning product on the Internet called Volcano Clegg a few weeks ago, so what? If you’d launched it this week, you’d have cracked it!

Clegg vs Volcano

Clegg vs Volcano - View Larger

This month, we’re working in the worlds of Chambers of Commerce, Recruitment Consultancies, Wood-Burning Stove Technology, Investors in People, Defence Technology, Christian Care Homes…you get the picture. A bit of a ‘broad church’, you could say.

Anyway, what do all these diverse organisations and industries have in common and why have they come to us? What is it that we’re using to create compelling brands? Basically we start by asking Dunning’s 4 Killer Questions?

  1. Have you done a lot of research on your product and service?
  2. What exactly are you hoping to achieve?
  3. Do you have beautiful, clever and unique, photos and maybe even videos?
  4. Can you create engaging brand stories, using an old-fashioned thing called ‘writing’?

If you can ‘tick all the boxes’ (to use a horrible phrase), then it might be time to let the ninja techies loose.

In our eyes, if you ‘engage’ with one of the ever-growing band of ‘social media ninjas’ or ‘digital gurus’ on the go, they’ll point you in the direction of and over-explain the technicalities of getting your site optimised to death. They’ll then set to work over-analysing the many and various technical reasons why nobody wants to visit your ugly website, avoiding the glaringly-obvious reason. We’re not suggesting that technical innovation ain’t important, (we’d reckon it’s BLOODY important and depending on what you do, it could be vital), it’s just that we’re just advocating that perhaps there’s a simpler, less ‘techy’ way to help under-performing brands and organisations to rise above the rest.

Let’s take the new Levis website as our one example. It’s simple, it’s based on a limited number of buttons and it’s got a goodly amount of technical ‘stuff’ going on. However, it looks good and they’ve thought about the four golden rules. So, dear reader, think stories, think aesthetics and think about just how good your service and product could look. It’s the marketing fundamentals, that make the difference.