11. Staying small is the new big

Posted on Posted in 15th Anniversary, Web Design

week eleven

One of my first clients in 2003 hired me to develop their website. Even though I had designed a few websites, this was the first time I actually built one. These were the days when sites were all custom-coded. Over the years Spire2 has built many websites, and I faced a time when I considered hiring a developer. Instead I developed a partnership with a development firm. This strategy has become a competitive advantage.

The website problem

Many organizations feel like their sites don’t move their organization forward — and many sites don’t. But this stems from a very simple problem: they often lack focus. Organizations frequently approach a new website by inviting every stakeholder to bring their wish list. The goal is to try to satisfy as many people as possible. Everyone envisions their problems being solved with fantastic functionality built to solve their problems — and the truth is that the sky is limitless when it comes to technology. But without a focused strategy, you end up with a poorly functioning website at best.

Saying no is harder

When a developer is asked if they can do something they will often say yes. The bigger the request the better, as it will keep them busy. But the site strategy should be done first to determine what functionality will move the organization forward, what functionality can be supported internally once the site is live, and what functionality will be needed down the road. Since Spire2 has no full-time development department, I am never tempted to build something just because I am asked. I stay focused on building something that will meet the organization’s strategic goals. With an increasing amount of options in digital marketing – each requiring a level of expertise — it becomes critical to make sure you are leading with strategy.

It is all about strategy

The path to success in digital marketing often starts with building smaller but smarter sites, and leveraging success and user experience to guide future development. With an ever-growing amount of expertise needed in our digital environment, Spire2 focuses on helping clients build the right strategy, and then putting the right team together to execute a solution that is focused on success — and not keeping employees busy.


Did you miss a post?

Click below to access all the things I have learned in the last fifteen years.

Celebrating 15 years

Jeffery James
Jeffery James
Jeffery is the Creative Director and Principal of Spire2. He brings marketing expertise from a variety of industries. He excels at understanding clients' corporate objectives, translating them into brand positioning and executing marketing materials that exceed expectations.