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Friday, February 23, 2024

Wish to Refresh Your Web site? First, Lose the Yachts


A well known greatest observe for at present’s enterprise leaders is to “stroll the speak” — match their very own actions with the priorities and values they encourage others to reveal. 

Advertising and marketing maven April Rudin, founder and CEO of The Rudin Group, simply did that just lately with the rebranding of her agency’s web site. Its marquee motto: “We expect in a different way.” 

“It was an enormous effort,” Rudin stated in an interview with ThinkAdvisor. “As a advertising agency, if we will’t reveal a really clear worth proposition for ourselves with a web site that appears visually interesting and communicates our message, then it’s going to affect how our purchasers and prospects take a look at us.”

However — as she advises her purchasers in wealth administration and associated areas to do — Rudin additionally wished to make her agency’s new web site stand out. 

“I had a transparent imaginative and prescient in my thoughts that I assumed represented our model, which was ‘sensible enjoyable,’ she defined. “I wished it to be sensible, after all, as a result of we’re in monetary providers, so it’s gotta be sensible and reveal information, eminence and authority.”

On the similar time, Rudin stated, the web site wanted to have a lighter aspect. 

“I wished it to be a bit bit cheeky, attention-grabbing and barely edgy — in order that it demonstrates that advertising doesn’t all the time must be actually conservative or hew to what others are doing. There’s much more latitude in how manufacturers can consider themselves at present,” she stated.

Right here’s the primary half of our interview, by which she covers every thing from the necessity to do away with inventory photographs to the significance of getting an FAQ web page; the second half of the dialogue, which focuses on branding, can be posted individually. 

THINKADVISOR: Earlier than your latest rebrand, what was your web site’s focus or goal?

APRIL RUDIN: Once I launched my agency in 2008 — a time of turmoil within the markets about 15 years in the past — I assumed that companies actually wanted to suppose in a different way about their model and the way they had been approaching purchasers.

I’ve two Gen Z youngsters of my very own and seen that monetary providers manufacturers appeared outdated and musty.

I used to be in all probability one of many first entrepreneurs to make use of the phrase millennial, and I got here up with this idea of multi-generational advertising about 12 years in the past. Since then, occasions have actually modified. It’s an outdated story and time for one thing new. Similar to we advise our purchasers, it’s necessary to refresh and keep related.

I had the identical form of feeling now as in 2008 — it’s a transitional time and a chance for us to speak to potential prospects in new methods.

What’s new together with your model and web site?

Our theme is how this can be a completely different time, and we’re considering in a different way. Folks ought to suppose in a different way about how they go to market with digital media, social media and all of the completely different applied sciences that at the moment are powering manufacturers. It’s a very attention-grabbing time. 

Additionally, private manufacturers have gotten extra necessary, if not as necessary, as agency manufacturers. It’s onerous to dig into a few of these massive manufacturers. However as soon as you understand the private model and you understand the individuals, you possibly can attain out to a few of the individuals [at a firm]. 

So much has modified in 15 years, and we need to be sure that we seize all of that.

What was the strategic considering behind the rebrand? 

It was an enormous effort, and I’ll let you know why. As a advertising agency, if we will’t reveal a really clear worth proposition for ourselves with a web site that appears visually interesting and communicates our message, then it’s going to affect how our purchasers and prospects take a look at us. 

I had a transparent imaginative and prescient in my thoughts that I assumed represented our model, which was “sensible enjoyable.” 

I wished it to be sensible, after all, as a result of we’re in monetary providers, so it’s gotta be sensible and reveal information, eminence and authority. 

Alternatively, I wished it to be a bit bit cheeky, attention-grabbing and barely edgy — in order that it demonstrates that advertising doesn’t all the time must be actually conservative or hew to what others are doing. There’s much more latitude in how manufacturers can consider themselves at present.

How did you create and launch the brand new web site?

It was an enormous venture, however the hardest factor with any venture like that’s getting the appropriate tone.  As soon as I had this concept of sensible enjoyable, it grew to become actually simpler to speak what we wished to do. 

We employed our personal exterior advertising of us to assist us, simply as we’d encourage our purchasers to do. It’s tough to speak something about your self. It’s like writing your individual resume. It’s onerous to be goal. I’d suggest that different companies do that. 

Why else is it helpful to get exterior opinions when rebranding and making associated adjustments?

We’ve produced many many web sites ourselves. So we consider that there’s worth in getting exterior opinions on copy, on design, on consumer expertise — on each facet of a web site.

We employed an out of doors company to try our personal work, which was a very attention-grabbing train. It was necessary to actually distance myself from the work.

As a founding father of a agency, I do know it’s necessary to take recommendation. You have to do it. Everyone wants to do that — distance themselves from your individual opinion and take up skilled recommendation. Take it in and perceive it as simply that: skilled recommendation and never anybody’s opinion.

What are an important steps for updating a web site? 

On the subject of updating your web site, it’s necessary to first take into consideration your message(s) and viewers. And tone. 

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