While we generally specialize in health and wellness, we’ve worked for everyone from hypnotists to drug rehabilitation systems, musicians to liquid backhaul specialists, churches to purveyors of freeze dried rabbit brains. We like big companies, small companies, nonprofits, for profits, and all manner of organizations.
What we really like to specialize in is excellence. My personal philosophy of marketing is that you should be really good at what you do, and let people know that. So I like to write websites for organizations that are really good at what they do. There’s enormous satisfaction in creating a really good website for a really good company. And a really good website will always get better results with off-site SEO than a poor one.
In fact, one of the most common issues we tackle for people is the situation in which they have an excellent, highly respected company with a site that says, “We’re amateurs. Don’t trust us.”
So one of the first questions a company ought to ask when planning work on their website might be, “What are we great at that we should let people know about?” Maybe even, “What should we improve so we can highlight it at our website?” And, “What are we not so great at, which a highly functional website could improve?”
So when I read Strategy for Sustainability: A Business Manifesto by Adam Werbach, I immediately noticed the way his business strategy analysis tools could help with that step. He suggests using an approach like the classic SWOT analysis, but looking instead at the four types of sustainability:
- Social (“acting as if other people mattered”)
- Economic (“operating profitably”)
- Cultural (“valuing cultural diversity”)
It strikes me that changing “Cultural” to the equally sensible “Diversity” will give a much better acronym. We use “diversity” as an adjective nowadays, in phrases like “diversity training” and “diversity initiatives,” so I propose that a SEED analysis be added to the SWOT analysis. Click on those links to find handy forms for the purpose. A little time spent with these two analyses should make your company’s areas of excellence clear.
Then when we ask you, “So why should people come to you instead of your competitors?” you’ll have a good answer for us to use in your website.