Often in meetings I try and explain a concept by using an everyday analogy. Today’s related to clothes and how a website needs constant new “stock”…

A website is like a clothes shop; you have your shop, and you have a specialism which needs to be displayed. For instance, a clothes shop catering for women between 25-50 supplying designer labels.

First of all you need to display your generic offering (your services). You can split these down so people have bite-sized chunks of information, eg. skirts, blouses, dresses, evening wear, etc. Perhaps you may cross-categorise by brand? eg. Armani, Jimmy Choo, etc.

Now people know what you sell.

On top of that, you have regular new stock, new season’s collections, etc. People also need to be aware of these constantly changing so they can see you are up-to-date and still selling the same ‘brand’ promise.

So to the analogy, if it’s not yet clear. You have a website with your generic company information and services so people know what you do.

On top of that, your ongoing credibility is based on case studies and knowledge and you have to continually prove that you stay in fashion.