Would he exist? The perfect website? In this blog series we are looking for the answer. We go after the first four blogs on to the fifth element: to what extent the website should be adapted to the spirit of the times. 

As we discussed before a website is never static. There is always dynamism in your company and your web environment should reflect that. But how far should you go with that? It's one thing to make sure that the products and services are updated and added immediately when you have them. But does a website also have to be adapted at all times to what is happening outside your company? The answer is yes; for a perfect website. But with a twist. 

 

The power of the context

Your website should be adapted to developments from outside the company only if the context is strong enough. The context has been a virus for the past period. This was so strong, so widespread, that most companies adapted their shopping online. In short, this adjustment made sense and was just done by most of us. 

 

However, this is not the only context. For example, discrimination is a current topic that poses business questions about our advertising behavior on social media. Recession is another topic that will receive a lot of attention now. Healthcare is also a social theme that we will continue to discuss for a long time to come. But also the fact that Max Verstappen is driving laps in Formula 1 again can be seen as a hot topic. 

 

As a company, what should I do with that?  

These contexts go from 'general' to 'specific'. The virus was common. Max Verstappen is specific. The question that you as a company should respond to in your online communication is answered by looking how important trends or developments are for your industry. In short, how specific it is. 

 

If you are the first in your industry to grasp a very specific context in the zeitgeist and communicate on your website, you immediately have a big advantage. We always advise companies to be ready for this and not to wait. Whether that flexibility is available, of course, depends on the company. But our advice is clear. 

 

The more general the context, the less rush there is. As a cock you don't have to communicate the front longer running contexts. Whether it concerns a virus or GDPR compliance, it does not depend on a week or so. Of course, you make a good impression when you are among the first. It shows that you can handle flexibility. But for the business it is all less time dependent. 

 

So should you as a company respond to the zeitgeist on your website? A resounding yes. Only the speed with which you do that depends on whether it is a general context or whether it is very specific to your industry. The more specific, the faster you have to adjust. 

 

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