WE'RE LOOKING FOR A PROMISE OF VALUE THAT'S DIFFERENT FROM ANY OTHER.
Even with strategic plans, most firms do not know what they stand for and, as a result, fail to clarify their brand value to clients. Touring large firm sites, all we often see is “big” and “global.” That position does not differentiate your firm from all of your big and global peers.
CENTERED ON THE CLIENT
Most sites are all about "me". We call that chest-thumping “gorilla-grams.” Because we know from research that clients arrive wearing their industry hats, we give high-marks to industry organization and thought leadership.
FOCUSED ON BUSINESS GOALS
You wouldn’t think it would even be necessary to say this but our survey of most sites reveals “pretty” but “vacuous.” Steve Jobs said, “Without strategy, design is simply veneer.” Most firms simply waste their home page real estate, certainly one of the most important on your site.