Company debuts new image and simplified user experience.
GoDaddy rolled out a new marketing program and site enhancements today that are a big step forward from its old marketing approach.
A couple years ago the company decided it needed to show that it was a serious tech company. The result was a sort of Jekyll & Hyde in its TV commercials showing its tech side…right next to a scantily clad woman.
But this time the company is dropping the provocative women altogether.
The new marketing campaign features the simple slogan It’s Go Time. It’s all about helping people and companies get online and realize their goals.
It’s Go Time will go primetime this evening with a commercial during the first game of the NFL season. I suspect there will be some talk about it in the ad world tomorrow. (One of GoDaddy’s new ads is embedded below. There are no naked women – or women at all – in the commercial.)
A new company video, Manifesto of Kick Ass, shows GoDaddy employees explaining that the company helps you get online and grow your business. This may be the first time I’ve heard “monetize” in a GoDaddy promotional video.
The intensified focus on GoDaddy’s core capabilities shouldn’t come as a big surprise. GoDaddy has a new boss who wants to focus on a simple message of helping people get online.
There were hints of this change earlier this year when Danica Patrick disappeared from from the GoDaddy.com home page. Now it’s all about products and real customers.
There’s good news for existing customers, too. It’s Go Time is more than just a new marketing image. GoDaddy is also streamlining its purchase process for domains, hosting, and SSL certificates. I’m told there’s more to come.
The checkout process, frequently the butt of jokes for its numerous cross-sells, is now easier.
The clutter, which certainly would have spoiled the spirit of “It’s Go Time”, is disappearing.
Oh, and new TLD applicants will be happy to see that GoDaddy has followed through on its promise to drop the .com from its logo.
Their new look resembles the one Microsoft has been using on its products recently.
Rob Sequin says
Really? Do you have a link?
I really hope Microsoft isn’t slithering into GoDaddy.
I will have to transfer all my 2500 domains away.
@Rob LOL I’m sure that’s not the case. GoDaddy is now using a “flatter” look, with big buttons, just like what Microsoft has been doing on their websites during the last year. Even the first element I noticed, the font, is the one adopted by Microsoft.
Is it me or did the link to the past racy commercials disappear as well? It used to be on the homepage.
Andrew Allemann says
The commercials are still on the site but the link may have been removed. It doesn’t really make a lot of sense to draw attention to the commercials from the home page…the goal is to get someone to buy something. So I’m not surprised.
I can live with the new look and interface with two exceptions so far: 1) The constantly scrolling horizontal display makes me want to log off their website and puke instead of buying a domain. What about a simple fade between images instead? 2) In the old interface you could apply your “saved profile” to the items in your shopping cart, and it would work. Now it doesn’t, at least in the case of your preferred registration period (one year for me). I now have to make sure I change that manually for each domain in the cart. I sent in a service ticket on that, because why offer the choice in the profile if it isn’t going to work?
Andrew Allemann says
It does scroll rather quickly and in general I’m not a fan of that time of display. That said, as a returning customer, I spend just a few seconds on the home page (to log in)
Jean-Claude Van Damme?!?!?
That’s a scary picture, and not for his martial arts skills.
The employee video is ridiculous. Classical style music mixed with the words kick ass? That ad agency needs to go back to school!
Visually, the tag line could not be more boring. It’s go time. Z-z-z.
They have jammed even more code into the account pages – the website is even slower than before – it is just about unusable.
With Blake Irving and Scott Wagner now in charge at Go Daddy, there have been many changes. That is to be expected.
Even before their arrival, the SOPA martyr, Christine Jones, was gone from Go Daddy. She is pursuing what is going to be a failed attempt to become the Arizona Governor.
For those of us domainers who are also resellers, Yong Lee and his unearned arrogance have departed Go Daddy. That is for the better. MUCH better.
However, in Executive Accounts, I have counted at least ten reps who have departed. Their names are below. For those of us using those services, that is a big concern.
Has anyone spoken to the departed Go Daddy reps?
Departed from Executive Accounts at Go Daddy
1) Russ Dailey
2) Tess Diaz
3) Justin Finkelstein
4) Marc Gawith
5) Jon Grant
6) Brad Larson
7) Nima Jacob Nojoumi
8) Ryan Reely
9) Jared Sherwood
10) Kim Darwin Zadroga
Ms Domainer says
Jared Sherwood was my rep; I really liked him — he helped me out a lot during the year I was overseas and couldn’t complete my regs and renewals. My new rep is good, too, but I’m sensing his frustration. I’m sure I’m not the only unhappy camper.
Bob McGough says
What’s the requirement now for having an exec account rep at Go Daddy? Some time ago, my very helpful rep left the company. I was told that exec accounts were discontinued. (I found that hard to believe). I’ve pulled back any new business from GD ever since.
I was told the same thing, with 600+ domains at the time. Marco Galaz was my rep, not sure if he is still with them or not. He was helpful on several occasions, but I never really needed a dedicated rep for too many things. I wonder if that previous list of reps who left were actually pushed out?
Andrew Allemann says
Here are the requirements: