Finding our Web Soul

I have Web site envy.

It’s not that I don’t like Strategic Communications Group’s (Strategic) corporate Web presence. The current version of our Web site does its job just fine because it:

-Showcases our social media marketing campaigns for global brands like Microsoft, Cisco, British Telecom (BT), Monster and BearingPoint, as well as emerging growth companies such as Cimcor, Merchant Link and Appian.

-Demonstrates our senior team’s social media and Web 2.0 participation.

-Highlights our unique business model which places a priority on work/life balance for all employees.

-Validates our leadership through traditional public relations coverage.

Yet, the site lacks creativity, as well as differentiation from the myriad of other public relations, social media and marketing communications consultancies out pitching for business.

We have no inspiration or soul and, as a result we have fallen into the “just good enough” trap.

Others in our industry have avoided that trap. Check out ad shop Crispin, Porter & Bogusky. There have been mixed reviews of its unique Web presence, yet it certainly reinforces the notion that the firm delivers innovative thinking.

Then there is PR powerhouse SHIFT Communications and digital design firm R2 Integrated. Each firm’s Web site serves as a marker of differentiation.

Yesterday, I met with a colleague who recently joined Strategic and posed this question: what should we do with the next version of our own corporate Web site to communicate soul and inspiration?

I’m giving her a few weeks to consider, ponder and evaluate. Stay tuned.