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Web design is an art form, even though it is confined on the boundaries of marketing. Many in our interactive team got their start in graphic design, but we understand it is not just about aesthetics. It is a mix of personal taste, industry trends, and the need to get your message across. When the Internet gained credibility, people flocked to acquire HTML skills and start designing websites. Where are they now? It turns out that it takes more than HTML know-how to create a successful website.
There are many designers in the world today. Some are good -- and some are not so good -- but most aesthetics are subjective, and rarely will everyone agree on the final product. It's a difficult process, especially when there are several cooks in the kitchen that are close to the action. So what can we offer? From Connors, you can expect unbiased advice from a third party. We look at websites in terms of how well they might be perceived by different audiences: press, analysts, investors, consumers, and yes, even search engine spiders.
Why? Branding does not end at your logo or on your homepage. It is continually being redefined by the Internet at large, and that is why having a search-friendly website is critical to building and defending your brand that keeps you in the top results on your company, products, and management team.
Whether it is a movie, a picture, or a website, a creative work needs to reach an audience through a story. In this case, the website is the company face and it is the company story that is being told by the images and content available on the site. It is crafted by the attitude of the site's composition, web copy, and everything that can be read between the lines. PR and positioning often originate right there and then, when the concept of the website is being developed. And the story is rewritten every day -- through blogs, in forums, and even on Wikipedia.
Many companies are reluctant to go through the corporate identity or rebranding process. Others are terrified that their actual corporate image may be not designed in a board room, but by the press and customers. To be successful, businesses must learn how to embrace the community and be ready for when questions arrive. Even problems can turn into opportunities. That is the power of public relations.
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