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Four End-User Demands for Your Web Site

What matters most to web users today? That question should be driving everything related to your web offering. It’s interesting that most churches are not sensitized or responsive to what people expect in a web experience today. It’s not because churches are complacent or disengaged. We are finding that most church staffs are simply stretched too thin and focused on the day-to-day mission of the church.

We’ve identified four end-user demands for having a relevant web site. These are non-negotiables because they arise from end-user preferences and expectations.

People are very comfortable and conditioned to sharing their feelings, thoughts, and experiences in the digital world.
+ The biggest benefit of social media is these platforms allow free, open, and honest conversation to occur to vast social networks.
+ The promotional impact that Facebook and Twitter affords the local church is significant and must be leveraged. These tools allow you to connect networks, groups, or communities to key events, blogs, video assets, registration, and so much more.
+ Social media is hard to control, but that’s the risk versus reward you take in that space. Online conversation should happen naturally, without barriers and fears of not being in control of content.
+ If you are not in the social networking world, you are being left out of everyday conversation and everyday life experiences of people you want to connect with. If you are passively in the social media world, end users will recognize that and quickly dismiss you as disengaged.
+ Surprisingly, there are very few churches that are using blogs to open their hearts, thoughts, experiences, and wisdom to the digital world. More churches need to embrace blogs as an opportunity for people to connect in real, emotional ways. Many bloggers are surprised by the growth, loyalty, and impact of their blog readers. You have interesting perspective and life experiences that matter to a lot of people… so blog it.

Reality: Apple and Google are leading the charge with handhelds that are every bit as powerful as your Mac or PC.
+ Smartphone users have very rich web experiences, which fuels their significant growth and popularity.
+ Your web site has to respect the specialized platform of smartphones. There are programming or coding considerations that must be implemented so that smartphone users have the experience they expect. Ignoring or being blind to the “rules and expectations” in the smartphone world can quickly render your web site irrelevant and annoying to end users.
+ Expect more churches to offer app solutions for leading smartphone providers. The apps model is a proven and often preferred method for connecting people to your digital assets.

Reality: Video is becoming more and more the expected norm for end users.
+ The video revolution is here. Movies, TV programming, news, and personal videos are now an everyday necessity with our notebooks and smartphones.
+ YouTube and Vimeo are constantly refining their platform to allow for easy video integration, subscription, and promotion.
+ RSS feeds of sermons, key events, vlogs (video blogs) from the church are relevant video resources that people can view easier than ever.
+ When we think church videos, we typically think of video sermons. Beyond sermons, churches need to begin capturing personalities and experiences of other experiences and ministries that are critical to the church’s mission. It should not be a foreign concept to have video assets of the children, college, youth and other ministry groups represented on your web site.

Reality: The simple movement is relevant to so many demographics… we expect things to be engineered with smart, simple solutions… your web site included.
+ Your web site, from A-Z, must prioritize the less is more principle. Gone are the days of overloading people with mountains of content. People are drawn to simple, light, and comfortable web experiences. Overwhelm them with complexities and you have another disenchanted web user.
+ Less is more also means an interface design that makes sense and uses the programming, engineering, and design standards that are proven, comfortable, and efficient. People have their favorite web sites… those sites begin to set the expectation for all of their other web experiences.

The vast majority of today’s web sites are grossly deficient in the above-mentioned essentials. Any end-user perceived weaknesses in your web offering creates greater divide for the people you are trying to connect with. Today’s audiences are savvy and quick to judge. Listen to their expectations and provide a parallel experience and you have won their trust and respect. Failure to address their needs leads to a missed and closed connection opportunity.

Allow conversation, prioritize smartphone users, watch instead of read, and less is more. The four critical success factors for your web site… as defined, not by DC, but by millions of web users in the digital world.


Forward. Backward. Standing Still.

Which Direction Is Your Brand Moving You?

Brands move people, so consequently brands move organizations. It’s not theory… it’s fact. One thing about the DC team that is a real strength is that we study brands. Good ones, great ones, and even a few not-so-great ones. Through our brand study, it’s easy to see brands that are moving forward versus those that are not. Every brand moves… the question is “in which direction?”

A good illustration of brand movement would be some of our established corporate brands. We could give countless illustrations of great brands facing challenges or opportunity, moving forward, backward or just simply stuck.

1.Under Armour’s Fast Forward. Under Armour’s innovation and creativity allowed them to rapidly surge ahead of established brands such as Nike and Adidas in the athletic apparel space.

2. Walmart Slipping Backward. Walmart’s brand supremacy was threatened and consequently lowered by the more fashion oriented and creative approach of Target.

3. McDonald’s Fear of Standing Still. McDonald’s understands that complacency often equates to failure.  This realization is causing leadership to creatively consider what the future McDonald’s experience might look like. (Look for bold changes ahead in the McDonald’s you always knew.)

4. Starbucks… Forward. Backward. Forward Again. Starbucks’ rise as a global phenomenon, its dramatic downturn, and then its sudden resurgence as a very strong and highly relevant brand provides an amazing brand journey and success story.

A company’s ability to innovate, meet client expectations, connect their story, expand their reach, grow their leadership all factor into which direction the brand will move. We’ve found the brand “movement illustration” scales down to the local church, k-12, college, non-profit, and small business levels. Organizations face challenges and changes (and even economic earthquakes) that impact their brand’s direction. It’s a simple reality. It’s how an organization responds to these directional changes that matter most.

Corporate America is constantly investing in the health, direction, and well being of its brand. It realizes the brand has followers and needs new followers. Vital brands are always moving. A stagnant or backward-moving brand represents problems and missed opportunity. As communicators and leaders, we must have a clear understanding that investing in the brand creates positive movement, which in turn moves you forward into the future with promise.

So what direction is your brand moving? Forward? Sideways? Standstill? Backwards?

How are you investing in your brand to keep it moving forward?

Are you willing to make changes to get your brand moving in the right direction?