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One of the symptoms if the “Creativity Barrier” as observed in many agency websites is the rigidly controlled textarea. This is almost universally seen in Flash-based agency websites since the boundaries of a Flash based web page’s layout are locked to the dimensions of the movie file. If there are too many words for a particular page the designer must add scroll bars or up/down arrows to enable text scrolling. (more…)
Chicago agency closerlook is a relationship marketing firm specializing in healthcare (pharmaceutical, health insurance, and health information technology). They have an excellent agency website that builds upon tight positioning with a significant content strategy. So let’s break it down:
When I perform my crits of advertising agency websites the first aspect I evaluate is positioning. Positioning is a foundational element for an effective web strategy.
Positioning is defined as “what you do,” “who you do it for,” and “what the benefit is to them.” For example the positioning for AgencyCritique would be broken down like this. What do I do? I advise about web strategy. Who do I do it for? Advertising agencies. What is the benefit? I help them transform their websites into powerful new business engines.
Defining a sharp position statement is critical for an effective and sustainable web strategy. That’s because web strategy is primarily expressed through a content strategy. And developing compelling content on a regular and sustained basis is hard work. But hard work is always made easier when you have the right tools. A good sharp axe makes the task of chopping wood easier–you can exert less force with fewer blows.
Think of your positioning as the edge of your axe. If your firm’s positioning is sharp (focused, narrow, and clearly defined) the effort needed in content creation will be much less than if the positioning is dull (over-reaching, broad, and generalized).
Not only is content creation easier with sharp positioning, it’s also more compelling and effective. Conversely, an out of dull-edged content strategy is hard to sustain and its results are ineffective. Most agency sites I’ve seen that have made a stab at devising a content strategy (such as blogging) they usually do okay for a few months. They’ll start out with a few posts per month, but soon the fatigue sets in. Ideas run dry, and the posts don’t bear much fruit. It’s not surprising that such posts are ineffective. Their subject matter tends to be about typography, design awards, new projects–stuff that’s only marginally interesting–and that only to other designers. This is the kind of content that flows from an undefined content strategy which results from generalized positioning.
But blogs from specialized, narrowly positioned firms are far more interesting–especially to clients and prospects who are interested in content that relates to their industries. Let’s try this on. Imagine for a moment that your firm had a super sharp positioning, something like “trade show marketing for technology startups–we help you make the most of your trade show events.” This is perhaps an extreme example, but just imagine for a moment that this was your focus and expertise. Can you come up with half a dozen subjects that you could write about, if that was your expertise? Even without having the expertise I bet you could come up with a decent list. And for specialized firms compelling content ideas are easy to come by. And when a prospect discovers them, the sales process is near to closing even before your phone rings or your email comment form gets filled out.
Web strategy is like an axe, the blade is a content strategy, and its sharpness is defined by your positioning. So sharpen your axe, and you won’t have to exert as much effort in your marketing.
Here’s a list of articles from the past month’s issues of Advertising Age that are worth a second look from a digital media and web strategy perspective. If you only read one I’d recommend the article from the October 27th issue by Rupal Parekh and Abbey Klaassen–”As the Lines Blur, Digital Agencies Are Taking Lead.
Also, the 2008 Search Marketing Fact Pack is always worth reviewing. When it comes to marketing and web strategy search marketing is still the biggest and most effective area to focus on.
In my RISD days I studied letter-press printing and wood engraving. Achieving great typography when setting metal type is a laborious task. For example, tightening-up letter spacing (kerning) requires taking file to metal. The process of setting type by hand gave me a deep appreciation for the subtleties of excellent typography. So I sympathize with designers when they make this common web design mistake of using graphic text in place of real text. (more…)
