When I began my company’s marketing program almost two years ago, the last thing I was focused on was the website. Keepsafe had just refreshed its branding, website and all.
As a mobile app company, our storefront is the App Store and Google Play. My first jobs were to position our apps to grow, create messaging for our family of apps and develop a brand voice. I stayed focused on these tasks for the first year and kept reminding myself why they were important, despite their challenges.
As I refined the visual imagery and language we used to talk about our company and its products, I made myself ignore how far our new marketing assets were diverging from our website. Websites are hard to disregard because they are the world’s window into your company. If the App and Play stores were our storefronts, then the website was our billboard.