When we first launched, we created a very complex and unwieldy website using Flash and custom HTML code. The site was beautiful, but dreadful to navigate, unreadable on a mobile device and difficult for our target audience to even figure out what TopRight was all about. On the home page, we featured 11(!) distinct branded offerings, each with their own catchy name and icon. Furthermore, the site was expensive to maintain and difficult to update, as it required specialized skills to make even the smallest changes.
What we didn't know then was that even though Flash looked great, it didn't fit with our business, because we were unable to update content frequently to remain relevant as our business evolved. As a small business, we couldn't afford to keep a dedicated Flash programmer on staff, and outsourcing became prohibitively expensive. The net result: We sacrificed and made very few changes to the site. It became a static "brochure-ware" site, and it failed to support lead generation as we had planned.
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We finally realized in 2011 that we needed to undergo a massive overhaul of our Web presence. Content management systems had matured to a point where they were more affordable and usable for small businesses. We selected WordPress for its simplicity and the abundance of available designs and templates. For example, it made our site "responsive"—meaning that it can sense the device from which a user is accessing the site and adjust to make the site adapt to the device screen size and functionality.
We also like the fact that WordPress does not require a heavy-duty programmer to maintain. Due to its ease of use, most people in our office have the skills to make simple changes to the website and post new content on a regular basis. Today it's the cornerstone of our lead generation strategy, usually the first stop for any prospective customer or employee, and it also has become the primary channel for communicating our thought leadership.