Continuous Website Improvement, The Swan Company Wins Best of the Web Award


A business website is not created overnight. There are a lot of moving parts and technicalities in creating a site that embodies the vision of the whole company. With these things in mind, owners Joe and Kimberley Swanekamp decided to create a customer-friendly branding tool to build trust in The Swan Company.

“It’s interesting to see how far we’ve come,” said Joe Swanekamp. “I designed the first website on Weebly, and I was so proud of what I built. But quickly, we realized you needed a lot of experience and some training to compete at a high level with the websites of other entrepreneurs.

The Swanekamps then turned to three different design companies before settling on a website designer. With a compilation of their two ideas, the website officially launched in 2020 and is this year’s recipient of the roadway Best of the Web Award.

A captivating collection of videos with a bright white phrase “trusted partners for property management professionals” is the first thing that greets people on the website’s homepage. At the top, an easy-to-read navigation bar guides customers through the most important information tabs, including services. As users click, popping photos are displayed that relate to that particular service.

“A picture is worth a thousand words,” Joe said. “I enjoy showing photos to potential clients and overwhelming them with an understanding of the quality of work we do. Using photos also creates a culture with our clientele as they can see their property on our website and know they bought a quality brand.”

The site not only features images, but it showcases projects that the company has done. There are blog posts with educational content and an about section that dives deep into the trust they build with their customers. No detail has been overlooked. Under the Contact Us section, alongside an easy-to-fill form to get in touch, a personal video of Joe is embedded on the page that can help any customer understand the job they do in less than 90 seconds.

“It took a lot of refinement to get to the point where the website is now,” said Kimberley Swanekamp. “I still consider it a work in progress. We frequently make changes and improve it, adding new features as it is an ongoing process.

Stay one step ahead

Updating photos and videos, writing informative blog posts, and analyzing site optimization are all things the Swan Company does continuously to keep its website up to date. Processes like these keep them up-to-date on the internet and help represent the brand they’re building outside of their office walls.

“The digital world is constantly evolving and changing,” Kimberley said. “Staying up to date is a fundamental part of being in business these days, you need to stay up to date and move with the times, even if it means stepping out of your comfort zone.

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