A quick reminder that usability doesn’t end with the click of a mouse. There’s more to it than well organized content, easy to understand navigation, and content that answers questions.
How your firm responds to user inquiries through your website, comments on your blog, other blogs or industry forums, social media posts, and other digital communications will have more impact that improving your site’s usability from B+ to A. (If you’re at C+ or worse, you’ve got your work cut out for you.
Be sure that whatever digital communications efforts you put in place are backed up by systems and processes to maintain them. As importantly, be sure you have metrics in place to measure what’s working. Good management won’t allow you to devote resources to efforts of dubious value, so be sure to establish the value. If you don’t, and online efforts aren’t monitored, you’re almost guaranteed to damage your brand.