The way the Internet works today, in January of 2011, is different from the way it worked in January of 2010 and so completely different from the way it worked in January of 2001 as to be completely unrecognizable.
One of our clients made the comment “I hate old-fashioned web sites” the other day.
And then we all laughed. But it’s true.
Take a look at these shots of the Amazon Web Site
Circa January 2001:
Note how text heavy the site was. Since most folks were still dialing up to the Internet, it was important to have only a few pictures. Even the navigation was text heavy and designed to get you to a category quickly. Notice also the prominent search box in the upper left hand corner – some things haven’t change and the value and importance of search was well understood even back then.
Circa January 2010:
Now we’ve got a lot more and larger graphics in order to showcase the products. Now the search bar is considerably longer. In all likelihood in the 10 years ago site, I would have only typed in one or two words. Now I’m comfortable typing in the whole title of a book or model of an item that I’m looking for and can see the whole thing in the search bar.
January 2011:
Looks pretty similar doesn’t it? Even the Kindle is prominently featured. Notice in both last year and this year how the immediacy of an experience things are. You can see what other customers are looking at RIGHT NOW. While there is more “stuff” in this year’s page, there is still a good use of white space to focus attention – that Kindle really stands out. Amazon has figured out though how to add more advertising on the right without overwhelming the page and they have tightened up the navigation on the left opting for pop-out menus instead of a longer listing of categories.
So what does this mean for you and your site?
First it means that if you haven’t changed your site in a few years, the time has come. It needs to be refreshed. Like your logo? Keep it. But consider what you want your site to do and then look at it and ask yourself if it is helping you do that? How can it be done better? Have you changed your services or products? Do you have something you should be featuring as prominently as Amazon features their Kindle?
Next it means you need to stay on top of (but not necessarily on the bleeding edge of) change. What is happening that will affect your business and your web site. When the automobile was first invented, how many blacksmith’s thought it was a passing fad? When the computer was invented how many typewriter makers thought it was just a flash in the pan? Don’t be left behind because you’re not staying on top of change.
It also means that some of the things you try might not work. Over the years Microsoft has had some spectacular failures (anyone remember Microsoft Bob?) but they continue to be a very powerful force because they try new things. Right now social media marketing is all the rage. Passing fancy? Who knows? The one thing I do know is that 100s of millions of users are out there so we’re engaging because that’s where our potential customers are.
If you want help changing your site, call EduCyber at 303 268-2245.