To begin with, software is eating the world. That phrase, made famous by Marc Andreessen, points to the problem we are experiencing in the computer age.
When you set out to improve your website, you are often driven by a need to refresh what you are seeing. Your site looks old and functions poorly. You can easily compare your site to others and the difference is clear. But beyond all of these reactions comes the very principle which should be driving all of our advancement: does it help us to do our business better?
That question is not easily answered unless you are good at understanding how we use technology. I find many businesses do not have the bandwidth to properly ask this kind of question. They rely on professionals to guide them. But among professionals, there is always a debate about which improvements are most needed. Often “improvements” are driven by the newest technique, without truly asking whether it advances the needs of the business.
Before anything is changed in your site, ask yourself whether it truly helps you do your business better.
The easiest way to understand how we handle this problem is by looking at the projects we have done.