Not exactly breaking news, but the website isn’t playing the role it used to.

It is still an incredibly valuable part of your brand narrative and identity, but the website is no longer the central hub it once was, or the place where people start their journey with you.

Years ago, the website was the key brand channel. It needed to show up in every way for every user, ensuring that no matter the need, the website could provide the answer. Over the years, the website has become the filing cabinet for every brand. It has grown and grown. Too much content, too many pages, drowning out important brand narratives. In some ways, the website has been the culprit for brand messaging getting lost and convoluted.

And that’s so important to understand right now because user behaviors are changing. More than ever, people are no longer meeting you in one place. They’re forming opinions and gathering information about you across many channels.

The website doesn’t invent your brand story, but reflects what you’ve already made clear.