You may not wear a cape or be able to paint the future, but don’t let that stop you from becoming a hero in your own organization.

Are you a Web Hero?

By Jeff Cram, ISITE Design
September 26, 2007

We’re officially in the age of the hero. Pop culture is bombarding us with tales of super natural powers through a mind-numbing assortment of TV shows, movies and comics. NBC’s hit show Heroes kicked off its second season this week to hopped-up fans around the world (yes, we’re hooked too).

But while Hiro Nakamura battles it out on Monday nights, a new breed of heroes is quietly emerging in our own real-life world of digital marketing – the web hero. You may know a web hero, or be one yourself. Organizations today are in desperate need of web heroes with rapidly evolving technology, new marketing strategies and the commoditization of web experiences.

We need web heroes to take charge, steer us into unchartered waters and drive real results. Now is the perfect opportunity to rise to the occasion and tap into your secret powers. Are you up for the challenge?

Being a Web Hero is Easier than You May Think

Take Responsibility: Before assuming the hero role, you need to get yourself in the right position to succeed. This means convincing others (and yourself), that you will take responsibility for your actions. If you want the limelight, you’ll also have to be prepared to be the goat. Taking responsibility allows for the possibility of failure, but will give you the freedom to reach new heights with your powers.
Own the Numbers: Today’s web hero can quantify their powers and prove the successes (and failures) with data. Most organizations are still not running their websites by the numbers. Leap at the opportunity to fill this void and develop a measurement strategy that aligns web key performance indicators to overall company success. Distribute this new found power to others and work with them to make better decisions with data. And remember: data is useless unless you act on it. So put your powers to good use.
Sweat the Small Stuff: A hero knows when to dream (see: think big) and when to roll up their sleeves and improve smaller processes that are broken. Your website and online marketing efforts are littered with areas of low-hanging fruit to improve. Testing landing pages, redesigning key conversion paths or writing more persuasive copy are all low-effort activities that can yield big wins (and ROI). Start small and use the success to convince others to give you more responsibility.
Be Remarkable: Take a page out of Seth Godin’s Purple Cow (required hero reading), and work to create remarkable web experiences. Look what your competitors are doing and find ways to differentiate. Avoid the death-by-committee approach and get fresh ideas out quickly. As Seth says, “You’re either remarkable or invisible. Make your choice.”
Award Yourself: It’s hero-nature to want to be rewarded for a job well done. The key is to remain motivated about driving value for your users and organization. Seek out awards that are in alignment with your objectives and are judged based on real results. Outside validation of the good work you are already doing can get you noticed and be used as a springboard to bigger and better opportunities.
Team Up: It’s no secret that heroes working in teams can conquer greater foes. While it’s tempting to go it alone, today’s web hero recognizes the need for help and can identify the limitations of their own powers.
Mind the Gap: Most businesses have an unrealized chasm between their business goals and user needs. A web hero is intimately familiar with the users (prospects, customers, etc.) and constantly works to develop web experiences that satisfy and delight. Stop thinking of your users as one large group and segment them into niche audiences with unique personas. Then create something just for them.
Think Big: While you can have plenty of success with small incremental improvements, a web hero understands when it’s time to shake things up with a larger paradigm shift. Don’t be afraid to question the status quo ’ if you see an opportunity to introduce an audacious idea, go for it! Big ideas can be scary, intimidating and ripe for criticism. Nobody said being a hero was easy.