"The secret of change is to focus all of your energy not on fighting the old, but on building the new." – Socrates
We have a coyote on the property.
It's to be expected: we live on a ranch in Texas.
The coyote, Wile E. as we named him, has an affinity for some of the edibles around here, like rabbits and mice, frogs, lizards, and even deer.
He also enjoys harassing our Z-Team, the German Shepherd Dogs Zu and Zitan. Wile E. leaves scat near the house, and the Z-team leaves dog piles for their distant canine cousin. And as amusing as the Great Scat War may sound, someone has to clean up the droppings because they can carry a host of nasty diseases.
So Wile E. has to go.
Surprisingly, the best way to get rid of coyotes is not to shoot them.
Experts recommend getting a pair of donkeys that will scare Wile E. away. Or stomp him if he gets too close.
Now we're thinking about getting a pair of adorable coyote-hating mini-donkeys to take over the pasture and scare Wile E. into going elsewhere. I have to say, the process of onboarding a couple of donkeys is a little daunting.
And it's not too unlike building a rebranded website.
Clearing the Field and Rebranding the Landing Page
If you have a website, you know it has to be updated regularly. Google analytics finds few redeeming qualities on a several-year-old landing page. Instead of flagging the site for a redesign, Google pushes it further down in the search results so no one can discover it easily.
That's what happened to our former site. Once attractive and exciting, it became a victim of The-Cobbler's-Children-Have-No-Shoes Syndrome. We were so busy writing everyone else's landing pages and content that we neglected our own.
Same thing with the pasture out back, the one for the donkeys. When we bought the ranch, the field was already an overgrown field of cactus, scrub brush, and junipers. And it's grown some. We're starting fresh by clearing and mulching, removing the rocks and establishing donkey boundaries with a no-climb fence. The work will require a team of professionals, but we're committed to getting it right the first time.
A website deserves the same prep treatment. If yours is outdated, it's time to do some clearing and pruning. Get rid of the prickly stuff and offer an easily navigable structure for consumers by working with a design team who knows how to help you refresh your brand.
Making a Digital Commitment
It's quite a commitment taking on a couple of equine animals. So is a web page.
Our future Coyote Prevention Team (the CPT) needs more than grazing space. They must have at least .5 acres each, a south-facing-mini-donkey shed, water and food, and a few toys to keep them from getting bored and literally looking for greener pastures on a neighboring ranch.
Any website has the same requirements as a pair of donkeys. You'll need a host server and domain name, a proper up-to-date-consumer-facing site that has to be fed. Of course, not with hay, some grain, and a salt lick, but with content, and lots of it.
Your landing page should consist of 300-400 words. It should also contain at least one headline and a picture; more is better. Organize your navigation page logically, making each subsequent page engaging and informative. While SEO is essential for your website, Google prefers natural-sounding text and thematically-linked topics.
Keeping It Social
We're considering a pair of mini-donkeys instead of just one. The reason is similar to why the Z-team is always a team of at least two.
Like dogs, mini-donkeys are social creatures that enjoy hanging with someone else. Or with their own kind. They need a playmate because they don't like to be left alone all day. As with Eeyore, donkeys fall into depression if they have no contact with others.
In some ways, mini-donkeys are a lot like social media — and starting up a new web page. They both require your presence for:
- Feeding and socializing
- Grooming
- Trimming
Once launched, your rebranded website will need regular feeding. Use blog posts to engage visitors in a conversation, and include longer articles to establish yourself as an expert.
Provide Ample Training
Donkeys have earned a reputation for being stubborn, but they are also cunning -- hopefully cleverer than Wile E. These little 400-pound equines can learn to pull a cart, and they like to master tricks, too. They require ongoing training, and so does your website.
That's how the Google algorithms will find you and elevate your site. You can learn to write the content for your own site, or you can hire an expert.
And just as our new CPT will need vet checkups to maintain their health and farrier visits to trim their hooves, a good website also requires regular monitoring and checkups.
The new BNCS website is up. We're ready to design and write for you.
And in-between, we'll keep working on our Half-Ass Ranch project. After all, who doesn't want have a tiny ass -- and a rebranded website?