The single greatest piece of advice was from my first tennis coach over two decades ago: “Pick one thing in today’s practice that you want to improve, and try to become slightly better at it by the end of practice.”
Math has a word for this: asymptote. An asymptote is a straight line that a curved line gets closer to for eternity but never intersects.
When Chad and I launched Mammoth Creative, our website was—looks at old screenshots—not good. We needed to get something out into the world as a sign of life, but we were more focused on scheduling coffees and finding clients at that time.
I knew our website needed work, but it wasn’t going to happen overnight. I set aside time each month to review data, analytics and insights from the various tools integrated into the site, then make gradual improvements.
Our website has improved dramatically over the past few years without ever having to re-launch it. I’ve corrected grammatical errors, optimized calls to action and added relevant data to service pages. It’s still a work in progress, but analytics show that this work is having a positive effect.
Last month, I looked at dead clicks on our site in Microsoft Clarity. A dead click happens when a website visitor tries to click something on the page, but nothing happens.
The biggest source of dead clicks was on the logo wall on our home page. They were static images with no links—not even to the clients’ websites.
Chad and I put our heads down for a couple of days and created a Portfolio page. We moved our website write-ups to this page and drafted additional write-ups for each company logo on that logo wall. We then linked all client logos and testimonials to each company’s write-up.
Now, when a user clicks a logo in that section of our homepage, they can find useful information about that client’s challenge, our solution, and the services we provided.
If the asymptote is perfection, our website is that curved line. We’re consistently tweaking and improving stuff on it. It’s never going to be “finished” because a website isn’t a PDF. It’s a growing, ever-evolving thing.
What will I be focusing on improving next on our website? These three things:
✍️ Rewriting our bios
🧑💻 Building a blog/insights page
📣 Updating testimonials and social proof on each page
If you’re not into sports or math, let’s try Star Trek. When Data’s daughter asks why even try being human when they’ll never be fully human, he drops this bit of wisdom:
“It is the struggle itself that is most important. We must strive to be more than we are. It does not matter that we will not reach our ultimate goal. The effort itself yields its own reward.”
