Many websites start off with the best of intentions (often with a solid strategy behind them); however, the launch of the new website is often treated as reaching a destination rather than the beginning of the journey. If you get into this mindset, things will start to fall apart.
This situation isn't surprising when you consider the amount of effort that typically occurs just to get to launch day. It could be a generalisation, but I suspect that it's a hangover from a traditional medium mindset that causes it to occur. When creating some kind of analogue deliverable like a print ad, billboard, or tvc, all the effort is put into creating a finalised deliverable that, when completed, is sent out into the world to do its thing. Once launched, everyone involved breathes a sigh of relief, monitors its progress for a while, but eventually moves onto the next project.
Digital isn't like that. It's a medium that needs to be treated as if it is in a constant state of flux.
A useful analogy I often share with clients that helps them understand this is that creating a new website is like bringing a new child into the world... as opposed to hiring an experienced adult. You will be at the beginning of an exciting journey that requires you to teach and provide:
It's just like bringing up a child - as you set out on the journey, what your website will evolve into over time is unpredictable. If you remember to treat it as an ongoing evolution, rather than a fixed deliverable, you'll create an online destination that people will really care about
Fusion has just put the finishing touches on an iPhone website for Negociants Australia, one of the nations leading fine wine importers. The website is specifically designed for use by Negociants national reps to easily locate and forward files from their iPhones while they are out in the field.
For the average financial institution, customer loyalty remains the cornerstone of revenue. The Chief Retention Officer (CRO) sleeps soundly as long as human nature takes the short route to doing nothing. But the CRO may soon be having nightmares.
