We live in an “interesting” time as the Chinese proverb would say; there are countless ways to become successful. While the digital revolution has created immense opportunity, it has also birthed money “chasers”, rather than greatness. Adam Taylor, CEO of Splendor Design Group, understands success is a byproduct of value, and the vehicle he would use is high end, custom web design and advanced marketing tactics. The internet is often the first touch-point a consumer experiences with a brand; it’s a digital extension of one’s real life core values and message. With thousands of cookie-cutter templates and website clones emerging from popular “do it yourself” web builders, standing apart from the crowd is a difficult, yet critical component to 21st century business marketing.
“Whenever you find yourself on the side of the majority, it is time to pause and reflect.” – Mark Twain
Adam Taylor saw a disturbing trend. Everyone had a website, but most people did not know “why” they had a website. Web design had become something to neatly check off on a pre-determined list of tasks a business had to perfunctorily perform. As a member of MENSA, Adam received a B.A. in Studio Art from University of Richmond. Through baptism by fire, and testing, Adam noticed clients who got the best results were those willing to literally stand apart from the crowd. Forgoing pre-set template built websites, the ones with radical design, storytelling, and user experience at the heart of the code, lead to more user engagement and client growth. While 90% of web builders were attempting to create the cheapest digital experience, Adam and his team at Splendor Design Group took the opposite approach – custom digital assets, advanced coding, and humanizing a cold, internet experience into a warm, inviting experience.
Digital Insanity: Standing Out By Blending In
“Insanity: doing the same thing over and over again and expecting different results” – Albert Einstein
As a smaller agency, located in Red Bank NJ, Splendor Design Group relied on word of mouth and referrals, ironically different from the fad of attempting to grow one’s business based solely on new traffic. Marketing agencies are a dime a dozen, and Adam knew if he were to not only survive, but thrive in this business sector, he needed to lead by example, and only take on clients who truly understood the value of a proper digital presence. While many of his competitors skewed towards volume, Adam knew each client’s website would become a billboard to showcase his talents, and each positive case study an added feather in the cap of of his growing agency’s portfolio. As other marketers began to lose clients due to their one size fits all strategy, Adam built his castle one brick at a time, for any act performed well over time will succeed as the great Og Mandino has prophesied.
“What you risk reveals what you value” – Jeanette Winterson
The little agency in Red Bank NJ was now growing, building a respectable book of business with some of the largest companies in the Tri-State area. New inbound leads started to fill Splendor’s inbox. A weaker CEO, or non-visionary would jump at the chance to do more volume, but there is always a trade-off. By refusing to build basic websites, his web design team lost business to lowest bidding competitors, but stayed true to their mission statement and value, performing only quality work they can be proud to showcase. Many businessmen make the mistake of racing to the bottom, or gutter bidding, where the down-trodden and belligerent customers exist. This market is best served by big box corporations such as Godaddy, Wix, or any of the do it yourself templates. A great archetype example of this is Tiffany’s Jewelry. Their jewelry is priced hundreds of percentage points higher than some competitors, yet they not only keep the lights on, they are thriving. Perceived value, customer service and experience matter.
While a diamond is more tangible to price shop, ones entire digital brand presence needs to carefully be considered. Do you want to be seen as ordinary, eccentric, professional? These companies risk nothing by building standard websites; they are akin to a stockbroker who makes commission whether it was a success or a failure for the buyer. Splendor Design Group put the onus back onto the design agency as a true partner in mutual success vs the competition. Whether you have a business model, a real business, or just an irrational whim, the big box stores will eagerly take your money for design, hosting and marketing. They risk nothing because they stand for nothing. Turn over is irrelevant as new aspirants signup in droves, whereas smaller boutique service agencies need to keep client churn and burn to a minimum or risk establishing a poor reputation and weak cash flow. Whether design or any industry, a race to the bottom results in looking at clients as a sheer number, versus a strategic right-hand-man. Adam Taylor, and his dedicated team of professionals have been involved in the industry for over 20 years; they are proof you don’t have to do low-quality work just to gain new clients or do enough volume to remain successful.
