What Was “Old, Stale, and so 1990s” Is New Again!

Submitted by Skip Henk, EDP, President/CEO of Xplor International
February 24, 2015

The roar from our members had finally reached a crescendo that it was time to do something. I find Inaction under the guise of “not enough time” could no longer be an excuse.

And so it goes for www.xplor.org

The “Ah-hah” Moment

Over the last two years I have received comments about our website. Comments such as: “The site looks old”, “you need to be mobile friendly”, “stale”, “so 1990’s” to name just a few. BUT we were busy, did not have enough time and really could not deal with it at the time. (A bit short sighted)

The “ah-hah” moment came when one of our members called me and flat out told me she was frustrated with the site and would not recommend any of her colleagues or friends to visit the site.

That simple phone call hit home. When your own member would not recommend your site your credibility is called into play and the logical assumption is you are not acting in the best interest of your members, whether intentional or not.

“For every customer who bothers to complain, 26 other customers remain silent.” Source: White House Office of Consumer Affairs”

Your Website Is the Face of Your Company

A company website is many times the “first impression” one will have of your company. Since many people opt first to go to a company website to get information your website design needs to meet their needs. (Not yours) If the design of your website is unappealing, information is not readily available or hard to find, you most likely will lose a potential customer (or member).

• According to business2business community: (46%) of people say a website’s design is their number one criterion for determining the credibility of a company.

• “94% of people cited web design as the reason they mistrusted or rejected a website.” – ironpaper.com

Getting it Done

Like any project you have to commit, come up with a plan, allocate resources and execute. An organization must also realize its limitations and sometimes look outside for a solution.

That is what we did. We committed and incorporated outside resources into the plan. Turning things over is a difficult thing for most organizations but looking back me getting out of the way was the best thing that could have happened.

Our Marketing Coordinator was tasked with getting it done. He worked with Deborah Corn of Print Media Center, who coordinated the project with our web designer, Elementary Digital.

A Statement of Work was created, reviewed and agreed to. Work began and as much as I would like to take you through the process, I received occasional updates and assurances things were going well, and continued to stay off to the side.

The site was launched last week, they still are doing a bit of tweaking, but I feel Xplor has arrived and our “face” to the industry is new, fresh, intuitive and serves our membership.

Things to Think About

• Listen to your customers, they know what they want (and what they don’t)
• No excuses, short-term savings equals long term loss. Commit.
• Get people involved that do it for a living, you don’t have to do it all
• Spend time on the Statement of Work. What the end product will be.
• Do your homework, there are a lot of web designers. They are not all created equal.
• Do it … and enjoy the results

Your plan needs to be forward thinking and include not only viewing on a PC but tablets and mobile devices.

“Only 22% of marketers say they’re ahead of the curve when it comes to responsive design. 29% say they have “average” experience level, 23% say they’re behind the times, and 4% say they’re hopeless. (Source: eMarketer)”

Special Thanks to Deborah Corn at PrintMediaCentr, Andy Holland of Elementary Digital, and Chad Henk of Xplor for making what was old, new again.

And a big thank you to you for stopping by! We would love to hear your comments on the new site! Sound away!

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