Here’s an official “welcome” to our brand-spanking-new website. We hope you’re finding the new design easy on the eyes and easy to navigate, and the new content interesting, informative, useful and compelling. It’s good to be back.
“Back?” you may ask. “Where were you?”
Well, in a nutshell, we were nowhere. Several months ago our old site was well and truly hacked to pieces by a very talented, but sadly misguided vandal. It took us a long time to realize there was a problem. It took even longer to try to undo the damage. Eventually, we had no choice but to totally scrap the site and start over from scratch.
So, our award-winning web presence was reduced to one of those “Temporary Inconvenience, Permanent Improvement” placeholders everyone just ignores. And we were cast into the dark, silent Limbo of being “siteless” in a business world where the Internet has become more critical to survival than oxygen.
If you’re not online, you’re nowhere. You don’t exist. Your business is dead in the water.
But guess what? We’re very much alive and kicking, thank you. We’ve been growing our existing business. We’ve been wooing new prospects and turning them into satisfied clients. Are we breathing a whole lot easier now that our new site up and running? Hell yes. But the point is that we’ve successfully adapted to a serious challenge and we’re smarter and stronger as a result.
Now, we don’t recommend this, but just try doing without your website for a several days, let alone several weeks. Putting it mildly, it’s a cathartic experience.
Once the initial panic subsides, you face the classic evolutionary mandate: Adapt or perish. Assuming the latter is not an option, you immediately shift into a higher gear, one that perhaps you haven’t used in a long time, one that perhaps you never knew you had. Everything seems to move faster and there’s a permanent sense of urgency that drives your thoughts and actions forward.
You’re forced to focus on doing the things you’ve become dependent on your website to do for you: Introducing your company, telling its story and differentiating it from the competition. Showcasing your products and services in a creative, comprehensive and compelling way. Generating leads, making contact with prospects and kindling relationships that lead to conversion.
You begin recalling and relying on those long forgotten, analog, Old School skills that built and sustained every business before the Internet existed. You get out on the road and campaign for your company like a congressional candidate. You press the flesh at every professional meet-and-greet on the calendar. You perfect your elevator pitch and hang out for hours in the tallest buildings in town. You make your case face to face. You make it personal instead of digital.
And eventually you replace your website. You actually become better than your website because it cannot communicate every detail and nuance of your expertise. It cannot discern and understand complex needs, think on its feet, and offer solutions based on the dynamics of a real-time discussion.
It cannot prove your personal credibility, competence and confidence. It cannot make a real and personal connection. And it can never accurately display your passion and the courage of your convictions.
But that’s what we did. It was hard but rewarding work. And in the process, we raised the level of our game and learned some important things about ourselves and about doing business.
Without question, a website is an absolute requirement for every viable business. But it is no substitute for the fearless, relentless, personal efforts required to build and sustain a successful business.
Yes, it’s good to be back. Yes, we love our new website. But we will always do business as if we don’t have one.