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Your new website: Are you putting lipstick on a pig?

Yet again this week – for the third time in six months – I heard another colleague complain about a problem threatening her company’s reputation, sales and future growth:

“Our new website design?

“It’s so AWESOME! 

“We absolutely LOVE our website design firm, and the new look and feel they created for us.

“But our website content?

“Our website copy?

“It’s STILL no good!

“In fact – it’s horrible!  

“So now we’ve spent thousands of dollars – and our new website STILL doesn’t capture what we do, how we do it and why we do what we do …”


How can this be?

Sounds like the old “lipstick on a pig” syndrome.

Yes, you can put lipstick on a pig to dress it up.

But in the end?

It’s still just a pig.

Emboldened by their lipstick-on-a-pig enlightenment, all three companies wisely put the brakes on their website relaunches (even as gosh darned pretty as these site redesigns were).


They chose to scrape their existing website copy and start from scratch.

Today, we’re helping all three companies by “getting inside their head” to write strong brand messaging platforms and website copy that will tell the world clearly and succinctly, with nouns and verbs, absent corporate-speak, jargon, acronyms and cliches exactly what they do, how they do it and why they do what they do.

If you’re growing, you’re changing.

That means “reworking” or “tweaking” years-old website copy you’ve never been in love with anyway just won’t cut it – especially when you’re spending thousands of dollars on a new look and feel for your company’s front door: your new website.

If you’re in the middle of a website makeover or redesign, take a minute and ask yourself:

“Are we putting lipstick on a pig?”