What a State-of-the-Art Website Really Means (And Why We’re Relaunching Ours)
When we launched our agency a little more than a year ago, our Clients First Marketing & Communications website did exactly what it was supposed to do: It showed who we are, what we offer and how to contact us.
We knew then that state-of-the-art websites had long since moved past this point. But we were a start-up. We were focused on introducing ourselves. Our original website hung its hat on the expertise and experience that my business partner, John J. Clendening, and I brought to the table. That was okay. After all, between John and I we have led global marketing and communications teams for seven Global 50 and Fortune 500 companies. That’s a lot of expertise … and a lot of experience.
Now? While Clients First is still a young agency, we have matured. A lot. John and I still bring our expertise and experience. As does the Clients First Partner Network that we have methodically built out over time. We just launched our new site this week, and it hangs its hat on way more than John and me. It also focuses on members of our network – an all-star group of professionals, most of whom we have worked with in the past, and all of whom have both earned our trust AND passed the beer test. These folks will help us deliver the four outcomes that we aim most to deliver to our clients through our 13 services: drive reputation, accelerate growth, engage people and manage crisis. In some cases, they already have.
We are really excited about our new site, and we welcome your feedback on it. We’re also excited to have worked with one of the core members of our network – Reformer – in creating it.
What state-of-the-art means
We were insistent with Reformer that our new site needed to be state-of-the-art. While that of course is a subjective term, we wanted our site to include as many of these features as possible:
1) A modern website should feel like a conversation, not a brochure. Too many business websites still operate like digital flyers. They list the information and hope people figure out what to do next.
Today's best websites guide people. As you scroll, the content unfolds like a story of who you are, who you help, what problem you solve and what action to take next.
Some great examples of websites that check off these boxes are Apple, Nike, Airbnb, Netflix and Accenture. They are simple, they are modern and they bring their stories right to you.
And always remember, conversations are two-way. You need to give the website’s visitor an opportunity to interact with you. A great website generates further conversations.
2) A little automation makes a big difference. This can mean buttons that respond when you hover over images. Subtly animated images make the page feel alive. That may not sound flashy, but it's thoughtful. These details tell a visitor the site is current, that the business pays attention.
3) Design is getting more human again. For a long time, many websites were ultra minimal, sterile and almost cold. Now that AI and automation are everywhere, brands are moving in the opposite direction – more warmth, more personality, more emotion.
4) Accessibility is no longer optional. A modern website needs to be accessible to people with limited eyesight and those who visit the sites using mobile devices and tablets. That means sites need better contrast, logical flow and simple navigation. It's not just nice-to-have, it's a part of running an inclusive, future-focused business.
5) Faster equals smarter and sustainable. People don't realize heavy websites use more energy and load more slowly. Newer-generation websites are lighter, faster and more efficient. That’s good for users, good for search engines and good for sustainability.
Our site re-launch isn't just about visual upgrades. It's about building a site that's faster, cleaner and more efficient. That is how every business should be thinking right now.
If you're a business owner, corporate leader and/or marketing or communications decision maker, ask yourself – does my website reflect my organization’s best self? Does it guide people clearly or just present information? Does it feel human, relevant and modern? Would I be impressed if I landed on it for the first time? If one of those answers isn’t yes, your website is likely holding you back.
Brands cannot afford to be held back – by anything, let alone their storefront.
Is yours state-of-the-art?
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