“Can I talk to you about my website?” Is a phrase I often hear when I am out and about networking. “Sure, let’s make a date.” is usually my immediate reply, but it will not be long before I am saying “You don’t need a website.”
This is not the kind of thing you might expect to hear from someone running a company that spends a lot of time building websites. Actually most of our clients don’t want a website either; not many of them wake up one morning with a craving for a new website. They often wake up with a desire for something else though: new customers, more leads, better user experience, better customer services, better administration, more engagement with their audience, more members, more donations, bigger reach…
Perhaps you have got to my point already: a website is not the end goal, it is only a tool to achieve something else.
What Do You Need More Of?
A recent client first approached Orange and Blue because they needed a new website. Their current version was several years old, not device-friendly and not consistent with their ongoing brand development. So perhaps it was true, they needed a new website. However, their motivation, their point of pain as a charity, was falling donations. Their traditional methods of raising money by asking people to fill out a standing order form were no longer providing the returns they needed to fulfil their charitable purpose of providing grants for training disadvantaged members of local communities. This is just the kind of challenge we love at Orange and Blue.
So we changed the focus of the discussion, came up with a new brief, to build and engage an audience of donors and grant receivers with a target of increasing their annual donations from £30k to £150k over the next 3 years. With this kind of brief, we can now think outside the “website” box, get our creative and practical juices flowing and begin to engage the existing audience and build on it. Sure, we are building a new website, but this is no longer the focus. Instead it is kept in its place as a tool to reach a higher, and at the end of the day, more meaningful goal.