If you wonder whether it is time to mix things up on your corporate website, you probably missed the memo about keeping your website mixed up all the time.
Effective websites stopped being electronic brochures a long time ago. Now they are publishing platforms that allow you to post content of interest to your customers or clients and build a relationship with them.
Put more directly, you should be adding fresh material to your website continuously to give your audience a reason to keep coming back. This is true regardless whether you are marketing a product or providing information about a complex public issue.
Good websites often resemble blogs. In fact, some websites have morphed into blogs. Other websites have become online newsrooms. Still others are similar to Ebooks, with a storytelling theme and look and feel.
Content is more varied and visual. It includes photos, videos, charts, screenshots and infographics. Think of the difference between National Geographic and the TV Guide.
Instead of just the facts, many websites convey a brand personality or the personalities of service providers.
All of the content is aimed at the singular objective of engaging your viewers, answering their questions and offering useful information. It is less about you and more about them. Your relevance becomes your message.
If you are reaching out to customers or constituents on a regular basis, then you should be thinking about your website constantly. A website isn't a marketing panacea, but it should be the core of your marketing plan, the place you invite people to come to see what you have to offer. It should be a place they find appealing and enticing enough to return again and again.