With storefronts, offices, manufacturing plants, and more shuttered—your website has instantaneously become the primary face of your company. Is it communicating everything that it needs to?
While you may not have time (or the budget) to roll out a completely new website now, there are several updates you can implement immediately to better reflect who your company is today.
1. Update the Basics
Whether your hours have shifted, certain facilities have closed, or new policies have been implemented that affect your customers, any day-to-day operational changes should be updated on your website immediately. With so many people still remaining at home, your website has become the primary source of information for your customers—neglecting to communicate these basic updates could cause confusion and frustration. For more impact, you might consider creating a custom banner to be temporarily placed on your homepage to draw attention to important changes. The banner might link to a dedicated landing page (see point #2 below).
2. Create a Landing Page Dedicated to Your Response to COVID-19
Companies across the globe have re-tooled their facilities, adjusted their offerings, and more to support the containment of COVID-19 and to remain productive amidst mass lockdowns. Whether you’re an advanced manufacturing company that has shifted to produce PPE for healthcare workers, a professional services firm that uncovered new ways to serve your customers remotely, or anything in between, your agility and ingenuity is impressive—and important to share with the world.
While major operational shifts like these likely won’t be permanent, it’s crucial to communicate what your company is doing on your website. A simple, custom-built landing page is perfect for housing this type of information. It might include a series of articles or announcements, like a running newsfeed specific to coronavirus information, or a statement from your CEO addressing your company’s response in general. Make sure to keep headlines clear and concise and the design simple, as users will want to skim the content as quickly and easily as possible.
3. Sweep Your Content to be Sure it’s Accurate and Comprehensive
Depending on the industry you’re in, things might be a little slower in the office. Take this extra time to hunker down and do a detailed review of each page within your website. Is all of the content up to date? Is anything missing? Pay particular attention to:
- Product and services lists and details
- Location and contact info
- Leadership/employee lists and bios
- Historical milestones
- Brands or partnerships
Updating this type of content should just require simple text editing. Any larger, more structural changes to your content might be better to update after you’ve put an evolved brand strategy in place (see point #4 below).
4. Make a Plan for Your Post-Pandemic Brand
There’s no doubt that the coronavirus has impacted the way you do business. And while it’s crucial that your website accurately reflect the way you are doing business now, today probably isn’t the day to overhaul it completely, with the economy and everything else in such an extreme state of flux. It will take some time and stability, and a lot of strategic planning, to determine who exactly your company is going to be in the long term.
However, you can—and should—begin that strategic planning now. There’s no better time to reinvent your brand. It begins with developing strategic messaging—a foundational component of your brand that outlines who your company is, what you do, and what differentiates you from the competition. With these strategic communications in place, you’ll be ready to roll out a new website that accurately reflects your post-pandemic brand in no time.
Whether you need urgent assistance making development-related updates to your website or are looking for a partner to help you navigate through your upcoming branding and digital initiatives, Moncur is here to support you. Contact us today to see how we can help you evolve your brand to reflect the company you’ll be tomorrow.
As we begin to ease back into a world stunned by weeks of social distancing and remote working, communication methods that were once no-brainers are abruptly irrelevant.
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