Your Website can provide competitors a clear view into what your company really values and how your Website is funded. Here’s why.
We’ve been working on client reports this week, and I had a chance to look at some interesting graphs that map out how leading Websites have performed against our benchmarks over time. Among other things, these graphs show us where Web teams are focusing their efforts and are changing (or trying to change) the rules of the game. They are also a very useful early warning system that allows us to pinpoint important industry trends and where companies are focusing their Website investments.
But this time one graph stopped me in my tracks. Rather than displaying the undulating trends we normally see, this company’s graph looks like an EKG readout. Scores peak as new capabilities are added, decline when they are pulled, and then flat line for 6 months or more. The overall impression is a site that can’t seem to find its strategic way — or its operating mojo for that matter.
