Despite all of the tools, resource and specialists available today, many well established organizations are still operating on websites built 10 – 15 years ago. You may ask, “Why is this a problem? It sounds like it’s good enough, especially if the site is still functioning properly. However, an outdated website can be a problem for a few reasons: the site may look outdated, it doesn’t reflect the growth, credibility or current mission of the organization, or it functions more like an online flyer than a strategic asset.
If your website isn’t actively supporting your mission, operations and growth, it’s costing you more than you think. Your website should not just “exist” online, it should work for your organization.
A digital brochure website is one that functions, just like a brochure. It is filled with static pages, meaning nothing really ever changes within the content. A digital brochure website also has vague messaging, no clear user journey and integrates very little to no systems that help make life easier for both the site owner and the visitors.
A website that functions as a digital brochure will cost your business time, credibility and opportunities to increase revenue. You will loose time, having to answer the same questions repeatedly and dealing with low-quality or misaligned inquiries. A lack of consistent updates and an outdated look jeopardizes credibility and trust, and you’ll miss opportunities for partnership, funding and new clients. The hidden costs of a brochure site are just not worth it, and this approach will not benefit a growing, mission-driven organization. While a brochure site will simply inform you, a strategic website will guide, qualify and convert.
The biggest difference of a website that is built as a digital business partner and one built as a digital brochure, is that the digital business partner website is built on strategy first, not aesthetics alone. With a strategy-first approach, the website is built specifically to support your organization’s goals and align internal clarity with external communication. It functions as your 24 / 7 digital team member designed to support lead generation, operational efficiency and clear communication of your authority and mission. It makes communication and interactions between your team and your audience smooth and manageable.
When a website is built with a strategy-first approach, it stops being a source of frustration and starts solving the very challenges holding your organization back. As your digital business partner, it becomes one of the most effective solutions for improving clarity, efficiency, trust and communication as you scale:
Clarify You Message – A strategic website will clarify your message by clearly communicating who you serve, what you do and why it matters and attract and aligned inquiries and filter out leads that are a poor fit.
Improve Efficiency – If a website is built strategically, it will improve efficiency by automating inquiries, onboarding steps and information delivery. It will also reduce the need for manual follow-ups and repetitive communication.
Strengthen Credibility – As a digital business partner, your strategic website will strengthen your organizations credibility by positioning it alongside top competitors and visually and textually reflecting the maturity, excellence and leadership that your organization represents.
Reconnects Brand to Mission and Values – A strategic website will integrate your value, faith, mission and purpose in a professional, compelling way and build trust without needing to over-explain.
A brochure website is a site without strategy, and a site without strategy will lead to expensive re-dos due to misalignment, and a heavier work-load. When you build with strategy first, you consider brand positioning, messaging hierarchy (highlighting what matters most) , audience journey mapping ( guiding your audience to the solution), and conversion planning (strategic calls-to-action and next steps). This approach creates a measurable ROI of better leads, stronger engagement and sustainable growth. The goal isn’t just a beautiful, professional looking website, it’s a digital foundation that supports where your organization is going next.
If your organization is still depending on a brochure site, an outdated site or even a DIY, as its digital representation, then it’s time to evaluate whether you are ready to upgrade to a digital business partner. Here’s how to determine if you are ready:
If any of these statements are true for you, then you are ready. Your organization, your team and those you serve, all deserve a website that reflects your excellence, growth and calling. Explore what it looks like to build a website that functions as a true digital business partner, designed to support your mission, your team and your long-term growth.
Stephanie
