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New Website Design, New Business Culture

The commissioning of a new website is an exciting and important moment in the life of an organisation. It is normally the culmination of months of hard work. It will be seen by every employee, most of your customers and probably a large number of new users. The introduction of a new website design is often hailed as the company taking a big step forward in its use and integration of digital services.

Often, though, a new website design does not lead to a new business culture. Companies who rely on a new website to change their culture are often left disappointed. The reality is that a website is not simply a static product that enhances everything else. It will interrelate with everything else. If the rest of your culture is outdated, it’s unlikely that a new website will change much. In fact, your website design will probably suffer as a result.

The good news is that investing in a new website design gives you an opportunity to think about creating a new business culture within your company. The web design process, encompassing market research, user testing, design, iteration, development and testing will give you time and space to think about how you want your website to be used and how the organisation needs to adapt in order to make this possible.

New Website Design, New Business Culture

Changing the culture of an organisation is never quick, or easy, but that doesn’t mean it’s not necessary. Whilst it would be impossible to provide an in-depth overview of change management in one short blog post, here are three steps that you can take as you think about new website design, new business culture.

1. Teach your staff to become active contributors to your online presence

One of the biggest reasons why businesses fail to embrace a digital culture is that staff don’t know what’s expected of them. Your team probably range from the tech-savvy to the tech-scared, and so training will play a key part in reshaping the culture of your business.

This will, of course, involve teaching them to use the new website in a helpful and consistent way. However, you need to go deeper than this. Encouraging and equipping your staff to express themselves online in the right way – through social media, website maintenance, use of language etc – will help you to create a new culture whereby everybody is able to contribute effectively.

2. Empower your staff to represent your business through editorial and social content

One of the problems that organisations encounter when rolling out a new website is that it is maintained by the minority, not the majority. Empowering your staff to produce editorial and social content such as blogs, interviews and Q&As will give more people an opportunity to contribute. This will increase ownership, radically increase your content marketing and traffic and help to up-skill your whole team.

3. Lead from the front

Finally, leading change is a difficult task that requires strong leadership. If you want to change the culture of your organisation in order to keep pace with the digital revolution then it really will start with you. Learning to use your new website design effectively – and taking appropriate steps towards improving your use and production of online content – will win the respect of your team and help you to achieve your ultimate goal.