Should you go along with Google or try something new?
In a crisis, your company suddenly becomes a lightning rod for public anger, political attacks and extreme investor scepticism. This is when the corporate website – your biggest owned channel – needs to prove its value and steady the ship. But is it ready to do so?
If you were to receive an independent evaluation of your corporate digital channels, how do you think you would react? Would you be proud of your team and want to share it with your colleagues, your stakeholders – your CEO even?
Corporate website relaunch projects start out with such optimism – a chance for a new beginning, new brand strategy, fresh messages and a new look for the company. The unfortunate reality is often cost overruns, agency disagreements, internal turmoil and an underwhelming final product.
An organisation’s reputation comes down to the quality of its relationships with all stakeholders.
One of the biggest reputation risks for organisations is that search engines and artificial intelligence tools will pull information about you from untrustworthy or hostile sources.
Most of the teams behind the world’s best corporate digital communicators have no more than 5 people. Some have less, yet these small teams can have an outsized impact.
We have seen companies invest six or seven figure sums in a corporate website project, not to mention the ongoing costs, only to end up with a flawed product. In our experience, it is rarely the level of investment that is to blame.
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