Online Facelift

A Narrow Focus
In searching for that delicate balance, Provo Craft also had to consider its staffing resources. Balancing human capacity with the latest and greatest technology can be difficult, says Nelson. “Make sure that what you start doing you can sustain. One of the things that every company struggles with is doing too much. Be narrow and be good. Do what you can, but do it well.”

It’s common to want all the bells and whistles for a company website, but Nelson says if you can ask the question, “What do I want somebody to do when they get there?” it becomes a great checklist to bump everything up against. Does a new feature fulfill a purpose, or is it “a nice shiny distraction?” he asks. “Ultimately, that website should have a purpose and everything should work toward that purpose.”

Not every company has the same online needs, and establishing the purpose of your website will determine that you may or may not need a new site, says Page. While many businesses can benefit from an interactive, up-to-date website, others may be fine to keep more of a traditional, informative, brochure-like format.