A Website is Like a Company, and Vice-Versa. Post-Revolution,There Really is No ‘Revert’

You’ve been through it. Everyone you know has probably been through it, at some point.

Your website and the platform is built on are now five (or, aaaghh! seven or eight!) years old, and your website redesign and relaunch are long overdue. But what pain are you going to endure, and how much money will you spend (lose?) before you come out the “other side”?

That was the premise of our session at SES Chicago last November, “Navigating the Dip: Planning a Successful Site Relaunch” (with thanks to Seth Godin for inspiration).

It may be comforting to say to yourself “hey, if it doesn’t work out, we’ll just revert to the old site, and keep on makin’ money that way.”

And in the abstract, pundits may sound very clever in advising you to keep an open mind, and to ignore sunk costs in your criteria for which strategy to pursue.

During this panel, one discussant breezily stated that you should try (using the world’s fanciest CMS?) somehow rotating the old site and the new site, slowly pecking away at the new one until it’s perfected before dropping the old.

The reality is, it doesn’t work that way.

Many companies bring a dozen reasons for relaunch to the relaunch party. In the case study I covered, the technology was so outdated and so limiting that the entrepreneur (mid-sized ecommerce company in household goods) did not relaunch because they wanted to… but because they had to.

And the same thing seems fair to state about the new Search Engine Watch, the case study Jonathan Allen cheerfully brought to the table. Take an old site that is now full of new ideas, functionality, and flair after a relaunch (with some hiccups, or major hiccups depending on who is giving the case study presentation). Even if not everything went swimmingly — even if the profit rate post relaunch got worse in the short term, for example — there’s pretty much 0% chance you’d go back to the previous site, with its old design, older way of presenting the news, and its various other outmoded elements. Can you imagine what users would say to a company that couldn’t relaunch its website in this day and age, that went back to the 12-year-old design with the old-time “binoculars” logo associated with a long-gone founder? No, sometimes you just can’t revert. You soldier on and make the new thing work, somehow.

What is truly frightening about this — the fact that, in any real world case studies of significant site relaunches, the architects of it are pretty much going “all in” on sweeping change that materially affects the business — to a great extent, you are jumping without a net. You’re contradicting the soundest of business advice (see Jim Collins, Great By Choice): “bullet, bullet, bullet, then calibrated cannonball.” A major relaunch is too much like firing your cannonballs without knowing what the result will be. With the possibility that you may find yourself out of cannonballs before you hit the target.

So, you’d better have an incredibly solid plan. And while you may be digesting many changes at once, if there are any big changes you can put off for one year, you’d better do so. Otherwise the chaos could sink you.

This puts me in mind of Google of late.

Formerly, Google was all about bullet, bullet, bullet, calibrated cannonball. That’s how they came to be so dominant in search, search ads, and display ads.

But then they went all in with Google+.

Then, they acquired Motorola.

Think it’ll be possible, if they continue to flounder in social media, to simply turn the clock back, turn off Google+, and act like nothing happened, maybe launch yet another attempt to “get social” in a year or two? No way. Google is all in with this thing.

And if the Motorola acquisition and the plans to build devices seem not to be panning out… knowing Larry Page the way we do, and how he has now become so associated with this latest phase of the company’s development… how likely is it that Google would crisply “cut bait” and change course? It seems unlikely. Rather, Google plans to stubbornly pursue a long-term plan to achieve Apple-like cult device status.

(Does all the shuttering of loose ends in the company make Larry feel “crisper,” perhaps deceptively so? I doubt the same cold-blooded attitude will be possible if some of the current strategies don’t pan out. They are too all-encompassing to be amenable to “fail-fast” tests of potential.)

Maybe this is why investors are starting to sell off Google stock. This latest round of “all in” behavior may be a noble quest from the standpoint of insiders, but it signals a change in the type of company Google is.

The strange part is, it feels like Google launched Google+ and acquired Motorola not because they wanted to, but because they had to.

Of course, the “safer” path (not doing these things, not creating a self-imposed Dip to push through) may lead to what Godin called the ‘cul-de-sac’ or ‘the cliff’. So it’s not like it would have been safer for Google to sit on their hands, to let others take those markets. You don’t always have a choice.

Source: http://blog.traffick.com/2012/01/a-website-is-like-a-company-and-vice-versa-post-revolutionthere-really-is-no-revert/


About SEO Updates
I'm an SEO :)

91 Responses to A Website is Like a Company, and Vice-Versa. Post-Revolution,There Really is No ‘Revert’

  1. Great post & highly insightfull! I’ll link this out on my Facebook Feed.

  2. I’ve added this blog to my Blogroll, it will definitely be very helpful for my Blog, keep up the good and informative article

  3. If you’re still on the fence: grab your favorite earphones, head down to a Best Buy and ask to plug them into a Zune then an iPod and see which one sounds better to you, and which interface makes you smile more. Then you’ll know which is right for you.

  4. Dan says:

    wow, it’s great!

  5. Hi, i think that i saw anyone visited my weblog therefore i came to “return the favor”.I am striving to locate items in order to boost my site!I suppose its ok to use a few of your inspirations!!

  6. I believe this site holds very superb written written content articles .

  7. If you like this? kind of games, you would love Tweens. Search for Tweens or Tweens HD in iTunes or Youtube 😉

  8. 網路行銷 says:

    Such a well written post.. Thnkx for sharing this post !!

  9. Hi this is somewhat of off topic but I was wondering if blogs use WYSIWYG editors or if you have to manually code with HTML. I’m starting a blog soon but have no coding skills so I wanted to get advice from someone with experience. Any help would be enormously appreciated!

  10. With Super Affiliate VIP Club you will learn the way to earn high affiliate commissions using only one hundredp.c free however highly targeted traffic. You will be in a position to access cash making systems that are proven to work – again and again. You’ll learn a step-by-step system that can show you exactly what you would like to try to to and when you wish to try to to it – if you’ll be able to follow along with straightforward directions and place those instructions into action then you’ll achieve success. This is not a system where you learn a little bit but then have to figure out how to put it all into action – you may learn everything you need to know to be successful in affiliate selling.

  11. Only great minds can afford a simple style.

  12. Tao Le Ching: “The more you know, the less you understand.”

  13. I can’t wait to read other articles

  14. Wohh just what I was looking for, thanks for putting up.

  15. Cass says:

    Hello there there We are so comfortable We seen the blog, I certainly noticed u by error, although We was browsing in Aol in relation to a specific thing different, Nevertheless I am listed here and We would absolutely prefer to state cheers for the brilliant posting as well as a over-all entertaining blog site

  16. You made a number of nice points there. I did a search on the issue and found nearly all persons will have the same opinion with your blog.

  17. Currently it sounds like Movable Type is the best blogging platform available right now. (from what I’ve read) Is that what you are using on your blog?

  18. Any body knows about make market launch it??

  19. חתונה says:

    Thanks a lot for sharing this with all people you really understand what you’re talking approximately! Bookmarked. Kindly additionally talk over with my web site =). We will have a link trade arrangement among us!

  20. I like this weblog its a master peace ! .

  21. Oh! Wow its genuinely a comical and jockey YouTube video posted here. thanks for sharing it.

  22. Sweet web site, super layout, rattling clean and employ pleasant.

  23. Using this approach to examining jazz provides a different perspective on the examination of historical events.

  24. العاب says:

    Chaga mushroom coffee been recently brought to plenty of everything about just because with the Ukrainian article author Alexandr Solzhenitsyn by it’s new ‘Cancer Ward’ in which traditional qualities is typically cured of a tumors on the help consume. Siberian Chaga

  25. A Website is Like a Company, and Vice-Versa. Post-Revolution,There Really is No ‘Revert’ Latest SEO Updates | SEO News | SEO Trends – good text 🙂

  26. You made some good points there. I did a search on the matter and found nearly all people will agree with your blog.

  27. Pingback: My Homepage

  28. Hi there! I’m at work surfing around your blog from my new iphone 3gs! Just wanted to say I love reading through your blog and look forward to all your posts! Carry on the superb work!

  29. Randy Aspell says:

    Thankful you did not remain silent … God’s word reigns!

  30. Hello There. I found your blog using msn. This is a very well written article. I will make sure to bookmark it and come back to read more of your useful info. Thanks for the post. I’ll certainly comeback.

  31. Thanks for any other informative site. The place else may I get that kind of info written in such a perfect approach? I’ve a challenge that I’m just now working on, and I have been on the look out for such info.

  32. sip trunk says:

    Hey there, You’ve performed a great job. I’ll certainly digg it and individually suggest to my friends. I am sure they’ll be benefited from this web site.

  33. Thank you a lot for sharing this with all folks you really recognize what you’re talking about! Bookmarked. Kindly additionally consult with my website =). We could have a hyperlink change arrangement between us

  34. slash it says:

    You could definitely see your expertise in the paintings you write. The world hopes for more passionate writers like you who are not afraid to mention how they believe. All the time go after your heart.

  35. @Lusiot? It’s from NES games.

  36. Driving in this weather is ridiculous #soscared #speedofaturtle

  37. Yee Scacco says:

    What’s Going down i am new to this, I stumbled upon this I’ve discovered It absolutely helpful and it has aided me out loads. I am hoping to give a contribution & aid other users like its helped me. Good job.

  38. SONNY DEMARS says:

    I saw something similar on another blog… interesting.

  39. apply now says:

    Straightforward read, can’t get adequate wish there are more like this. will like this specific post about facebook.

  40. Hey there ~ Great stuff, will definitely come back very soon !

  41. Genuinely educational thanks, It is my opinion your trusty readers could quite possibly want considerably more articles similar to this carry on the excellent content.

  42. It is the best time to make some plans for the future and it is time to be happy. I’ve read this post and if I could I want to suggest you some interesting things or advice. Perhaps you could write next articles referring to this article. I want to read more things about it!

  43. Hey! I could have sworn I’ve been to this website before but after browsing through some of the post I realized it’s new to me. Anyhow, I’m definitely happy I found it and I’ll be bookmarking and checking back frequently!

  44. My coder is trying to convince me to move to .net from PHP. I have always disliked the idea because of the costs. But he’s tryiong none the less. I’ve been using Movable-type on various websites for about a year and am anxious about switching to another platform. I have heard excellent things about blogengine.net. Is there a way I can transfer all my wordpress posts into it? Any kind of help would be really appreciated!

  45. Dewitt Shoe says:

    Fantastic post but I was wondering if you could write a litte more on this subject? I’d be very grateful if you could elaborate a little bit more. Cheers!

  46. You are not incorrect, but I just didn’t understand your POV.

  47. LeoSwoyer says:

    Nader atrakcyjnego w innowacyjnych inicjatywach gastronomii sa hokery, alias wysokie krzesla kuchenne wyjatkowego gwoli przestrzeni barowych. Tak aby wprowadzic wsuwa do prywatnej kuchni [url=http://webanatomy.pl/dom,i,wnetrze/krzesla,s,585]krzesła[/url]
    musimy dopasowac ich kierunek az do pelnej koncepcji wystroju. Skoluje sie gdyz ow, kto koncepcji iz istnieje cokolwiek typow hokerow. Cokolwiek rzeczonego – jest ich kompletne bezmiar, a niektorego z nich, za pomoca nieosobistego zadziwiajace ksztalty, nie naprowadzaja tradycyjnych roslych krzesel barowych.
    Pomimo przewazajacemu pojeciu akuratnie skonstruowane natomiast zuzywane domy sztywnego nie ustepuja odpornoscia tym murowanym. SPOSROD nieniniejszego takze wzgledu niepolska biznes specjalizuje [url=http://www.madvis.pl/c,internetowe-ogloszenia-nieruchomosci]Domy z drewna[/url]
    sie w szopowie domkow zwanymi: rody z drzewa. Rody tepe to polska specjalizacja. Jestesmy przystepnym fabrykantem takich domow. Zapraszamy na polska strone internetowa tak aby zapoznac sie sposrod polska propozycja.
    Niezaleznie od czasu naszego ujecia do nierzeczonego rodzaju rozwiazan wskazane jest przyjrzec sie baczniej pewnej z najistotniejszych kwestii ewokowanych za posrednictwem producentow biezacego gatunku sprzetow. Przechodzi w tym miejscu przed momentem o wzmiankowane wypelnienie krzesel a foteli. W wysokiej jakosci owocach mamy az do [url=http://www.ekobaza.pl/dom/krzesla,obrotowe,s,5616/]krzesła biurowe[/url]
    dzialania sposrod no mienionym granulatem polistyrenowym. Zawalenie mianuja w takim casusu rewelacyjnego pojemne pilce umozliwiajace bliskiego dopasowanie sie krzesla badz fotela do truchla persony siedzacej.
    MEble w celu dzieci sa wielorakie, wsio zalezy od chwili smaku zas warunkow w niekrajowym gniazdku. Wybitnie istotne w tym niecalkowitym istnieje plus, zas slusznie przede wszystkim, obronnosc przychowek. Nieliche potomek istnieje osobowoscia wybitnie schorzala w ogole nie przystosowana az do samoistnego dzialania. Wazne [url=http://www.pierwszaklasa.eu/index.php?id=9]Meble dla dziecka[/url]
    jest rowniez badz czlonek rodu to dziewcze azaliz synek co demonstruje sie w oddzielnej kolorystyce jakkolwiek na dodatek roznych charakterach. Umeblowanie gwoli czereda winna egzystowac w jasnych pigmentach, promiennych tudziez czulych, zeby potomek porzadnie sie przewidywaloby w ich poblizu. Z wtorej strony dla dziatwa w wieku plus minus przedszkolnym wazniejszy prawdopodobnie stanowic powierzchownosc od czasu bezpieczenstwa.


  48. Between me and my husband we’ve owned more MP3 players over the years than I can count, including Sansas, iRivers, iPods (classic & touch), the Ibiza Rhapsody, etc. But, the last few years I’ve settled down to one line of players. Why? Because I was happy to discover how well-designed and fun to use the underappreciated (and widely mocked) Zunes are.

  49. Greetings! I know this is kinda off topic but I was wondering if you knew where I could locate a captcha plugin for my comment form? I’m using the same blog platform as yours and I’m having problems finding one? Thanks a lot!

  50. Hilde Darrin says:

    Hi there! Would you mind if I share your blog with my twitter group? There’s a lot of people that I think would really enjoy your content. Please let me know. Many thanks

  51. SEO says:

    Simply amazing ~ please keep up the post !

  52. Thanks for the sensible critique. Me & my neighbor were just preparing to do some research about this. We got a grab a book from our area library but I think I learned more clear from this post. I’m very glad to see such fantastic information being shared freely out there.

  53. The video card (often referred to as the GPU) is one more significant element in any gaming rig, as it handles just about all with the graphics for your online games. A person of the difficulties with movie cards – specifically the middle and low conclusion ones – is that they tend to turn out to be obsolete quicker than the other elements of a gaming computer system. Generally, acquiring a substantial stop video card when you’re upgrading or constructing your gaming rig is vital as it gives you breathing area in advance of it really is time to upgrade once much more.

  54. Wonderful post but I was wanting to know if you could write a litte more on this topic? I’d be very grateful if you could elaborate a little bit more. Cheers!

  55. Great article! I like it very much!

  56. What a busy year for you, Celtic Woman, Horslips and The Lost Steps! I know I speak for all your fans in wishing you a Merry Christmas and hoping you get the best of gifts this year-a bit of time to spend with family and friends enjoying the warmth and happiness of the season.

  57. Hello there! I know this is kinda off topic but I’d figured I’d ask. Would you be interested in exchanging links or maybe guest authoring a blog article or vice-versa? My website discusses a lot of the same subjects as yours and I feel we could greatly benefit from each other. If you might be interested feel free to shoot me an email. I look forward to hearing from you! Awesome blog by the way!

  58. Hey there! Do you know if they make any plugins to safeguard against hackers? I’m kinda paranoid about losing everything I’ve worked hard on. Any suggestions?

  59. Greetings from Los angeles! I’m bored to tears at work so I decided to browse your blog on my iphone during lunch break. I really like the knowledge you provide here and can’t wait to take a look when I get home. I’m shocked at how quick your blog loaded on my phone .. I’m not even using WIFI, just 3G .. Anyways, fantastic site!

  60. ELOY GRENON says:

    Thank you Amy for your encouraging words has comment of my English,
    and for your wishes.

  61. Link Builder says:

    I concur with you actually.. I had a comparable big problem and made use of every thing you had schooled however it worked like magic

  62. IDELL LAMPEN says:

    or beloved ones. value-smart portable gps models…

  63. Has tinnitus become a bothersome problem to you personally? Well tinnitus miracle would be the answer to your troubles. Explore the tinnitus miracle review right here. And also you could buy the Houston 334 page e book and be done with your tinnitus concerns.

  64. Good day! Would you mind if I share your blog with my facebook group? There’s a lot of people that I think would really appreciate your content. Please let me know. Many thanks

  65. Izak says:

    Cheers for writing this weblog and sharing it using the world. I would like to know ways to go for examining your rss blog. Please let me know if possible.

  66. Woah! I’m really digging the template/theme of this site. It’s simple, yet effective. A lot of times it’s difficult to get that “perfect balance” between user friendliness and visual appeal. I must say you’ve done a excellent job with this. Additionally, the blog loads extremely quick for me on Opera. Excellent Blog!

  67. Generally I do not learn article on blogs, however I wish to say that this write-up very compelled me to try and do so! Your writing style has been surprised me. Thank you, quite great article.

  68. Woon says:

    This is a good post.

  69. This is getting a bit more subjective, but I much prefer the Zune Marketplace. The interface is colorful, has more flair, and some cool features like ‘Mixview’ that let you quickly see related albums, songs, or other users related to what you’re listening to. Clicking on one of those will center on that item, and another set of “neighbors” will come into view, allowing you to navigate around exploring by similar artists, songs, or users. Speaking of users, the Zune “Social” is also great fun, letting you find others with shared tastes and becoming friends with them. You then can listen to a playlist created based on an amalgamation of what all your friends are listening to, which is also enjoyable. Those concerned with privacy will be relieved to know you can prevent the public from seeing your personal listening habits if you so choose.

  70. Most people are a fan of fundamental flash games because they give a very worthwhile yet time consuming manner of moving forward. This site has a large number of parking games for the cash aficionados. Get on this great site and have fun playing this glorious game.

  71. I think this is one of the most significant information for me. And i’m glad reading your article. But want to remark on some general things, The web site style is ideal, the articles is really great : D. Good job, cheers

  72. Clique Clock says:

    Thanks for your post, but check out this clique clock

  73. iPhone 5 says:

    Hi there! I just want to give a huge thumbs up for the great info you have got right here on this post. I will likely be coming again to your weblog for extra soon.

  74. I like the efforts you have put in this, thanks for all the great content.

  75. Exactly where I can read about the idea?

  76. Some genuinely nice stuff on this web site , I like it.

  77. Korella says:

    I think this is one of the best articles I have read in quite some time,,,

  78. Yesterday, while I was at work, my sister stole my apple ipad and tested to see if it can survive a forty foot drop, just so she can be a youtube sensation. My iPad is now broken and she has 83 views. I know this is completely off topic but I had to share it with someone!

  79. Good info! Keep it comin’… 🙂

  80. Iphone6 says:

    Properties as an investment are fast-becoming a popular choice amongst the investors currently. acquire very important suggestions and iphone 5 points to remember when investing properties. additionally to this get a list of of phone the Ipods best real estate web pages on the apple net.

  81. spunny says:

    what a superb site, just what i have been searching for?great relevant information and subjects
    great site and information

  82. This is really interesting, You’re a very skilled blogger. I have joined your feed and look forward to seeking more of your great post. Also, I have shared your website in my social networks!

  83. Buy Wartrol says:

    Hi, I think your site might be having browser compatibility issues. When I look at your blog site in Safari, it looks fine but when opening in Internet Explorer, it has some overlapping. I just wanted to give you a quick heads up! Other then that, excellent blog!

  84. i found your siye to be a wealth of relevant information which i have been searching for?
    great site and great info

  85. Heya i am for the first time here. I found this board and I find It really useful & it helped me out much. I hope to give something back and aid others like you helped me.

  86. Great post. I was checking constantly this blog and I’m impressed! Extremely helpful info specifically the last part 🙂 I care for such information much. I was seeking this particular info for a very long time. Thank you and best of luck.

  87. hello there and thank you for your information – I’ve definitely picked up something new from right here. I did however expertise a few technical points using this site, since I experienced to reload the web site a lot of times previous to I could get it to load correctly. I had been wondering if your web hosting is OK? Not that I’m complaining, but sluggish loading instances times will very frequently affect your placement in google and could damage your high quality score if ads and marketing with Adwords. Anyway I am adding this RSS to my e-mail and could look out for a lot more of your respective exciting content. Make sure you update this again soon..

  88. I simply desired to thank you very much once more. I’m not certain the things that I might have worked on without the actual tips and hints revealed by you directly on such situation. It was actually a real intimidating situation in my position, but being able to see this professional mode you handled that forced me to weep for fulfillment. I’m just happy for your information and as well , trust you realize what a powerful job you’re undertaking teaching the mediocre ones using a site. I know that you haven’t encountered any of us.

  89. James says:

    To create much more cash on-line 1 should have the ability to use typical feeling and handle a number of elements which are extremely essential in generating cash.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: