This is what I do for specific projects, and it works really well :), One important thing to keep in mind that website should be mobile device friendly: correctly resizing to a device screen and not loading huge images where it is not necessary (real responsive/adaptive design). Another example is Wolfram and Harts experience in the technology sector. Do not focus just on the digital aspects of the business. The fact that the web team is busy doing minor updates and not thinking strategically. First, they take time to put together. Here are some examples of typical website weaknesses: Go through the Website Customer Interviews, Customer Journey Map and Website Competitive Analysis one more time with blue and yellow markers. Compared to the competition their website looks somewhat dated. After a much needed consultation and some personal research through Goggle AnalyticsI learned that the average time on my website was under three minutes and I had an average bounce rate of 72%. Building F, Suite F-125 There is little strategy behind the website. Dont let this be the last time you conduct a Website SWOT Analysis! These threats can be certain features that your competitors have that you do not. Every job varies. Maybe next time I launch a hate parade on my own work I can approach it more methodically. I guess the "how much" and "how to categorize" is one of the things we are most unsure about. I recommend setting SMART website objectives (and also looking at some website goal examples). Positive attributes are the ones where the website helped customers solve their problems and get them to a solution and negative are the ones where something stood in their way. US, One Dundas Street West By doing so, you disable your competitions advantage. Simplify the user experience and make sure its stupidly simple. A sector who heavily use digital tools. Telephone: +44 (0)7760 123 120, 2022 Boagworks VAT No. It also allows them to target online advertising in a much more focused way. What happens if you apply it to a company like our fictional law firm? I find it a real encouragement to continue building my own. Be sure to track everything with Google Analytics and you'll see some web growth! A real website 101 for photographers :). These include: These lists could be much longer, but that gives you a taste of the kind of thing a website SWOT analysis could include. The fact that the competition has done little with social media. I appreciate you reading! If you are shooting commercial assignments a great tool is to use blinkbid.com to help you estimate they have a "bid consultant calculator" that really helps with trying to figure out what market rates are. What if my bounce rate is 0.32% and user spent about 2 minutes on my website is that a bad thing? Basically, potential clients were spending more time on my website, all due to the contraction of images and links. Before I look at how we could apply SWOT to Wolfram & Hart, lets remind ourselves of how SWOT works. That is awesome Jason, thank you so much for reading and tuning into that podcast. hbspt.cta._relativeUrls=true;hbspt.cta.load(439788, 'c2684e3c-9e74-4296-9f50-b1bcb173c7e2', {"useNewLoader":"true","region":"na1"}); Now that you have characteristics for each of the four quadrants, you can better the performance of the website within your marketplace. The kind of things that will fall into each quadrant will vary. For example, "Weddings start at $3,000 and move up". On this list should be anything that is outside of your control that may prevent you from reaching websites business objectives. The result is an exciting opportunity to surpass the competition. When we started working with Wiltshire Farm Foods, users had to enter a postcode before seeing anything on the site! to review your Website SWOT Analysis once you are finished. All the while pursuing my not-so-hidden agenda. Totally! So many photographers have trouble with selection and purging. Clay I'm strictly speaking about fashion shooters and its the young shooters that don't have the full stories in their book. Unlike itsTV counterpartWolfram & Hart is not a demonic empire with evil intentions. I am completely guilty. London, SW1E 5RS Each client may want an extra outfit or perhaps an additional location, which is more work for you(the photographer). There is no reason why you cannot apply it to your digital strategy or even individual areas within that. You want to ensure that you havent missed anything. Characteristics of your website that give you an advantage and help reach objectives. I was happy to show off a few of my talented students! Let's say you area new mother shopping for a newborn photographer online, the last thing you would want to see on a photographers website is a sexualized shot of a model in a bikini or a busy blonde in lingerie lying on a messy bed. using a service like SmugMug or a WordPress Site (I am currently trying out photocrati, which, according to the web, is the "best" photographers site -- I will see). Email advice every 1 to 2 weeks + free course on getting design approval + free ebook on building a user-centric culture + support for freelancers and agency owners + advice for in-house teamsView some recent emails here. At the same time, look for threats elements that are outside of your control that could cause trouble and prevent the website from reaching its business objectives. I've been surprised to see that your blog is hosted on another domain. We see the following opportunities for Wolfram & Hart: Threats consist of external factors that could undermine Wolfram & Harts online presence. So how does a website SWOT work? United Kingdom, Level 31 and 50 The reason I decided to do that is because I wanted to keep my blog on a social site compared to Wordpress etc. Really appreciate that. That is better than trying to appeal to everybody in every industry. That included a telephone number, name and photo. They worry about dealing with a faceless company but felt reassured to see a friendly local supplier. Every job varies. Like we did for strengths, create a list of internal characteristics that are weaknesses but this time, only add the red items. It's great but I'm afraid I might be moving away from it soon due to the fact you have to pay separate for each site you want. Great read brother! Varies. Thanks for reading Chris! GB208980095 Your Privacy Advertise on this site, free ebook on building a user-centric culture, support for freelancers and agency owners, https://audio.simplecast.com/89630731.mp3, Website Reviews: Why they suck and how to make them better, Why say no to the madness of content migration, 10 mistakes that are ruining the success of your digital projects, Customer Journey Mapping: Your Definitive Guide. You can follow all my posts by subscribing to my RSS feed or signing up to my email newsletter above. It is easy to look at a website SWOT analysis and see a long list of items in one quadrant (e.g. For example: Many competitors offer solutions very similar to ours. I think its great to explore the photography business by shooting weddings and newborns, then dabbling in fine art fashion or vice versa. Bressenden Place Pay special attention to anything that stands in the way of users completing their goals in the Customer Journey. Ive setup SqaureSpace sites, dabbled with Photoshelter andshared some laughs with the people at PhotoBiz. Thus, the characteristics listed under strengths and weaknesses should be a part of the website now and should not contain any external factors affecting the website. For example, Wolfram & Harts focus on specific sectors makes content marketing easier. That can lead you to go away feeling buoyant about the state of the site. Never have more then one photo from the same look. Is Flixel Ushering In A New Era For Photography? These categories contain the characteristics that make up the analysis. There is also an all rounder based in London that they inherited when they acquired a company there. The older audience that buys from Wiltshire Farm Foods loved this. Good player always keeps some trumps in his sleeve:) I did small research on your website, specially responsiveness aspect of it which is why I was wondering why it was not mentioned in the reading. But, even if you shoot weddings and babies, I think the same argument can be made. First, go through your Website Customer Interviews, Customer Journey Map and Website Competitive Analysis (you should have completed them beforehand) with green and red markers and mark positive mentions of your website in green and negative attributes in red. Two of the competitors have relaunched their sites. After two months, my bounce ratereduced to 30% and theaveragetimeon my website had increased by a minute. Thanks for this insight! You should review this document periodically, especially when your market changes, your company targets new audiences or after you make significant changes to your website. That is easy to say but not so easy to do. A simple text just wont cut it in todays market. I could really go on and on and spend hours critiquing all my followers and friends websites, but Id just be saying the same thing over and over again. Thank you Aku! I feel honored to be in your article. Others are more general business points (e.g. Your SWOT Analysis gives an objective view of what characteristics and factors are affecting the website. Those willing to go the extra mile for my rates are the clients I want anyway. The weaknesses of Wolfram and Harts are: Opportunities are external factors that could have a positive impact on the company. For example: Users want clear feature comparisons (which none of your competitors offer). Note that the items listed are a mixture. Start by targeting a weakness or threat against your website. However, everybody agrees the site is failing and budget shouldnt be a constraint to fixing it. I'm always tweaking my site. As a photographers we tend to add a lot of our best shots in our websites. The sites content is out-of-date, unfocused, and makes it harder for users to complete their key tasks. When I am shopping for anything, I want a price. By personal touch, I mean a portrait, headshot or behind the scenes image. That said, there is a danger. Some of the best portfolios are the "double wides" that will show a double page spread that has 4 tear sheets across it. In other words, they are about the characteristics of the organisation itself. That many attorneys are already using LinkedIn to network with potential clients. I have two sites, one for my automotive photography and one for personal work and I am still in the process of building both so I will be using some of the tips above! The companies clear focus on certain sectors (e.g. For our purposes today, we are specifically using the tool to analyze your website. The other thing that truly drives fashion editors nuts is when you show the same outfit more than once in a story, there is no reason to show 3 photos of the same outfit, pick the best one and thats it. There are often subtleties we overlook. Out of all the websites I critiqued this past week; only a third had an actual personal touch to their biography or About section. Lose the Investment section and see what happens. I even recently critiqued a few sites with loud music, which is guaranteed to have a high bounce rate! That is becoming the number one way the target audience accesses online information. Would you recommend those photographers who "specialize" in different markets and genres to have 1 website to each area of "specialty" to not "put off" other markets? Elements that the website could use to its advantage to help reach its objectives. Establish a solid foundation with a brand and make sure its unique to you, and easily recognizable. Each environment group contains a positive category (things that will be beneficial to reaching the business objectives) and a negative category (things that could prevent you from reaching the objectives). Intechnic Corporation, Internal Environment - within your control such as your website or your company, External Environment - outside of your control such as the marketplace, Responsive design with full mobile support, New technologies to improve user experience, New design trends to better convey messages. To prepare to do your website SWOT Analysis, you first need to reflect on your website goals and determine how the SWOT factors can help or prevent you from reaching your goals. Like most law firms the majority of their business comes from the network and reputation of their lead attorneys (the partners). Santa Monica, CA 90404 Clay has shaped creative projects with History, Lifetime, Comcast and Papa John's Pizza. An example built around a fictional law firm called Wolfram & Hart. If a website does not have a price, I find myself leaving that page and looking elsewhere. Listen to this post and subscribe using Apple Podcasts, Google Play, Spotify or RSS. Wolfram & Hart does not just focus on litigation; they will also lobby the government to change laws. Amazing article, some really useful stuff there, things that I desperately need to put into practice! By having a set price list on your website youre immediately boxing yourself into that range and shooting yourself in the foot. That is because it has lacked the ongoing investment it deserves. These tips can be said all across the board, remember your website is only a gateway, it should not be a stopping point. Website strengths are related to the main goals and objectives of the websites creation. Pay special attention to customer wishes and mark those in blue. There are two completed Website SWOT Analysis examples that you can use as guides: one for a B2B website and one for a B2C website. the existence of a web team). If these are problems you face, you might want to get outside help. Thanks for the article Clay! I appreciate that brother! Absolutely Jeff! That stuff is so annoying. A bland website that does nothing to make itself memorable. We will identify the strengths and weaknesses within your website (the internal environment) and the opportunities and threats your website faces (the external environment). Again look at the websites of the most established reps such as http://www.managementartists.com every photographers section when you see a photo it has a "click for full story" pop up. Join Our Slack Community. In order to limit your sites weaknesses and threats, you can match or convert those negative characteristics into positive ones. Your website does load images depends on device size;) Good to know you will cover this topic in your next post. This list should contain advantages over competitors websites that would give your website a competitive edge and help you get to your business objectives more quickly. The fact there is an existing web team already in place. Thanks for reading TD! That Wolfram & Harts primary sector (technology) are heavy users of online tools. Being responsible and productive with it goes a long way with present and future clients. Here are some common examples of external threats to a website: Now transfer the items from your Strengths, Weaknesses, Opportunities and Threats lists into the appropriate quadrant of the Website SWOT Analysis Template (see below). Thanks Eric! Just remember to find what you love in photography and be great at it. Now create an external opportunities list. Good to know you'll put these tips into use, look forward to seeing some web growth! Ill never forget the email; I was on a plane somewhere over the Florida coast, on my way to the Bahamas for the Fstoppers Workshops 2014. That's great you've simplified everything. I've got some really good feedback about my new website but there is honestly still so many things to enhance and this article gave some good points which I will definitely take advantage of! I'll take social exposure over Google ranking any day, for my blog that is. That is time that internal teams dont often have. As photographers we need to let our work do the talking, they do say a picture is worth a thousand words right? There is no law firm acting as an online thought leader, by publishing legal advice and information. The web provides a unique opportunity to gather information on the target audience and leads. As always! I am probably best known for the Boagworld Show that ran from 2005 to 2020. Toronto, ON M5G 1Z3 These quadrants are further categorized into two groups, the internal and external environments. As far as the photo stories, I think that is great for young shooter with a portfolio to build, but for those of us that shoot 4 times a week, I don't want that much content on my site. By doing a SWOT Analysis of your company website, you and other decision makers can better understand your website's strengths and weaknesses and identify external factors that might affect your organization. That creates an opportunity to engage their audience better. There are a variety of ways to address this, but it has to begin by understanding the reason. Coming from the commercial side of photography, each client is special to their own needs and each client deserves their own quote. It's only a gateway. Drop all the popup toolbars, disappearing slideshow controls, hard-to-navigate slideshows, etc. I also share updates about my content regularly on Facebook, LinkedIn and Twitter. But that is not enough. Thank you Carlos, I appreciate you reading it all! Cheers Clay, thanks for article. A website SWOT analysis helps us organise that research. To demonstrate this point, lets consider an example SWOT. I decided to host my blog on Tumblr and set it with a custom domain. A well known legal offline publication has recently launched a blog. One of my biggest critiques I received from Wonderful Machine was that I just had too many galleries, to many categories and too many options. 20 N Wacker Dr., Suite 1200 A website should only be the digital face of your brand and reputation. Thanks, www.rossjukesphoto.com (cars) www.rossjukesphoto.co.uk (personal).
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