Truly great companies are the ones who do things differently, who aren't afraid to forge their own path and reinvent the rules. But there always seems to be someone whispering in my ear "That's not the way you are supposed to do it."
Here's the conclusion I have come to (and even try to follow): that there is a certain threshold of commonality that needs to be met. People tend to be uncomfortable with things that are completely foreign, so you want to make sure they don't balk. But after that it needs to be different, it needs to stand out and it needs to work.
This internal battle is being waged over my website updates. Knowing that people don't read half that text on most websites, I have severely cut it down and tried to focus on benefits not features. The layout is still familiar but the content looks different from most websites (no about us page, no annoying contact form, no lengthy explanations). I know we don't need more, but that's not what everyone else is doing. I am going to have to conquer my fears and publish. If it is wrong, I figure out a better way.
Old Website
New Website
