Would he exist? The perfect website? In this blog series, Baas & Baas will look at what the most ideal website would be and when we really achieved it. From the biggest ideas to the smallest details, we leave nothing to chance. And we start with the living site.
What does the perfect website look like?
Many people have a perfectionist idea about a website. Like, you build her up to perfection first, before you put everything online. And after that you don't have to change anything. In practice, however, a website is a living thing that can change constantly. It is never really finished and is always getting better. This dynamic is synonymous with success.
Seen in this way, the perfect website does not exist, of course, because what is correct today you might prefer to see differently tomorrow. Let alone that you want to respond quickly to major business or social developments. In our view, this constant change is very positive. It indicates that the organization is not sitting still and that it is always adapting well; a requirement for good communication.
A good example: Apple
That does not mean that you have to change the look & feel every time. The visual identity of a website must be very well prepared. A great example is Apple, which many in the web building trade consider the pinnacle. Every time you visit their online environment it seems as if nothing has changed, while all products and visuals change almost weekly. It is a sign that Apple as a company is very dynamic but is still able to always radiate the same look & feel. Incidentally, their iconography is very important in this. For all their product lines they use slightly different icons that nevertheless radiate a recognizable brand in their designs.
The little details
The McKinsey website is another such example. The world's foremost research and consultancy firm changes its content daily. It is a spearhead of constant developments at the highest level of thinking. The website therefore has all kinds of visual tricks that radiate dynamics, such as waves and lines that move with your scrolling behavior. These are small and subtle so they don't slow down the site, which is very important for the reading audience. But they are unmistakably the visual identity of the company.
All this ensures that a brand continues to feel dynamic. So let go of the idea of a static website, which is completely finished upon delivery. You will not regret it! And how that reflects on your brand, we will discuss second in the series. For now we have already found our first criterion for the ideal website: a website that changes often but always feels the same. A living site stands for success.
Sander Baas is boss of Baas & Baas and web construction and marketing expert. Rogier van Kralingen is a writer at The Whole Story and co-author of Media storm.
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