Your Business Has Pivoted In Lockdown, But Your Website Is Still Catching Up...


Business owners, does this sound familiar?

Manufacturers, engineers, and tech firms have been among those most likely to have diversified during lockdown - here’s how to reflect changes through your digital presence.


I don’t know about you, but I can’t think of a time when businesses have changed as rapidly, or as significantly, as they’re doing today. The COVID-19 pandemic has had a huge impact on how organisations operate, what they offer, and who they engage with.

However, while they may be incorporating these changes internally, very few appear to be communicating the changes externally.

They’re forgetting to update and adapt their websites to reflect their post-pandemic brand message.


Your Business Has Pivoted In Lockdown, But Your Website Is Still Catching Up...


Business diversification


Different organisations have pivoted in different ways. Over in the US, it’s reported that more than a third of manufacturers diversified their supply chains following delays.

Here in the UK, many firms adapted production to support the immediate needs of the NHS. Others turned to ventilator or sanitiser production to help the Government meet rising demand.

Great examples of innovation that are to be wholeheartedly applauded!

However, when some businesses make these sorts of necessary changes but don’t communicate them to customers, there’s a problem. There’s a disconnect.

And recent research shows that more than half of customers are feeling like they’re getting different brand messages depending on the channel they use. 

If your business has pivoted during lockdown, but you haven’t yet updated your website to reflect these changes, don’t worry. Here are some simple ways to deliver the right message to your audience.


1. Update for relevance


It’s a really good idea to take a look through your website and pick out any areas that aren’t relevant in the ‘new normal’.

For example, if you’re now doing product demos through Zoom, it’s worth updating any content that talks about face-to-face meetings or consultations.

There are a few more areas that might not be particularly relevant following your pivot, too – lead times, for example, if your supply chain has been affected. Make sure all content is accurate and relevant today. 


2. Update for inventory


Whether you’ve started offering new products and services – or stopped offering others – your customers need to know. And your website is the best place to communicate this.

Photography and video production are fantastic ways to promote new products.

Copywriting can be used to inform your visitors about changes to your catalogue, and recommend suitable alternatives if needed.

You could even use your blog to explain the reasons behind your diversification, and how it can benefit clients. 


3. Update for your audience


If your business has pivoted over lockdown, you may find that the target audience that you initially created your website for isn’t really your target audience today.

And so it’s possible that your website won’t be attracting, engaging, and connecting with the right people.

This will limit the impact that it can have on your digital efforts. It’s definitely worth rebuilding your buyer persona for the post-pandemic landscape, and updating your website so that it aligns with your buyer and speaks to your audience.  


How to update your website


So, you want to adapt your existing website to better reflect your post-pandemic brand. Or you’re looking to create a brand-new website from the ground up, to build your reputation amongst new demographics, in new locations, or across new sectors.

Either way, it’s always a good idea to work with an expert digital agency that can help you grow and develop your business website in the most effective way for you. 

But why is all this so important?

Because if your website doesn’t reflect who you are or what you do, you’ll find it increasingly challenging to be seen by the right people, at the right time.

Offering something different to what your website says, makes it more difficult for your target audience to find you. And at a time when B2B buying has shifted online, accurate website communication is everything.


Need help aligning your website with your brand? We can help. Book a call with me – Tim – and see how myCloud can help you ensure your website continues to bring value, even during these uncertain times. 


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