The frightening story of Dr. Jekyll and Mr. Hyde wove the tale of a saintly doctor whose alter ego was an evil murderer. Sadly, there was no happy ending.
In a parallel but more modern context, I found a company that suffers from a similarly split online personality.
If you first meet the good half—the blog, you will want to spend more time getting to know them. But, if you first meet the bad half—the website, you’re likely to head off as fast as you can.
The company in question has a website with very little content. At the same time, it has an excellent but completely separate blog, that lives, like Dr. Jekyll, under a different name.
By integrating the two separate content components, this company could deliver compelling content that immediately engaged visitors. The result: a happy ending.
A Company Website That’s Starving for Content
As you can see in the illustration below, the homepage has almost no content. The minimal information offered is all text without a single image to enhance its appeal. And, the reverse type makes even that small amount of text relatively difficult to read.
Here’s the total amount of information that the company conveys on its homepage:
Business Performance Consulting, LLC, provides structure and feedback to business leaders, teams and managers in their efforts to design in and improve business performance.
The text is vague, but, does say more or less what the company does for its clients. However, it would be impossible to differentiate that description from dozens of other comparable companies.
Even interior pages are similarly sparse and not much more helpful. None of them has more than 100 words.
On the Other Hand: The Company Blog Delivers Content Customers Care About
Just like the good Dr. Jekyll, BPC’s blog has a completely different personality and name, "Manager by Design." It provides the kind of content that all of us should be emulating. The bold tagline promises quite a bit, "pioneering the field of management design." But, the blogger and owner, Walter Oelwein, delivers on the promise by providing a rich compendium of relevant content that benefits both managers and employees.
What this blog might lack in terms of an elaborate layout or fancy design is more than balanced by its substantive value. Its content engenders trust among potential clients who need exactly the expertise that his blog posts illustrate so well.
The welcome page delivers exactly the kind of descriptive information that would have made his primary website immediately engaging:
Welcome to the Manager by Design blog. This blog was created to help team managers improve in their ability to run teams. I’m talking about all sorts of managers, in any industry and at any level. This includes those just starting out as managers and those who have been doing it for years. I have seen too many managers struggle to run teams well. I have seen too many managers “freestyle” their way through the management tasks, and ignore others entirely.
Being a manager is tough, and managers develop their practices mostly through ad-hoc means. Management practices, whether good or bad, tend to be by accident rather than by design. It’s time this changes and we develop a new field I’m pioneering, “Management Design.” The idea is that we can create and develop great managers by design rather than by accident.
I love those two paragraphs. Mr. Oerlein says it colloquially and well. This is the kind of guy that I would trust to help me solve tough management issues. His sincerity shines through.
The Bottom Line: Integrating Your Blog and Your Website Benefits You and Your Visitors.
Although this may be an extreme case of a split website and blog personality, you can see how powerful the company website would have been if it fully integrated the Manager by Design blog content to bring it front and center on the company site.
Fortunately, because of tools like WordPress, that kind of integration today is both easy and inexpensive. If your organization is suffering from a similar Jekyll and Hyde personality split between your blog and your website, integrating the two will lead to a happy ending for your business.