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GoDaddy.com’s New Direction: Less Provocative, More SMB Focused

Posted by J Powers at 5:59 PM on September 5, 2013

LogoWTaglineToday I got an email from current CEO Blake Irving, regarding the changes at Godaddy.com. Being a loyal customer of the service for over 7 years now, this new direction looks to be very serious and even more attractive for people trying to start a website.

Today, GoDaddy’s front page got a revamp. Gone is Danika Patrick and those provocative GoDaddy commercials you saw during the Superbowl, World Series, NBA finals and other events. Who replaced her?

Jean Claude Van Damme?

This is part of GoDaddy’s new era – “It’s go time“. A great marketing slogan that can point to GoDaddy and their new direction.

In the email, Irving wrote:

Blake Irving, Godaddy“Today, GoDaddy is the world’s largest web host and domain provider — and sites registered or hosted with us make up a massive portion of what we know as the Internet today. That statement, however, says little about who you are, our customers, or how we can serve you best. So earlier this year we embarked on an effort to learn more about you, what makes you so incredibly unique, and the values you all have in common. In the process, we learned an equal amount about ourselves, and we’re making changes to reflect that new clarity. ”

Irving goes on to say they want to know more about you and how to make you succeed. They started by streamlining the website – making things easier and “more intuitive”. GoDaddy also highlighted their Award winning customer support (awards from CareerBuilder’s Top Companies to Work for Award, to  Fortune 100 “Best Companies to Work For”).

Other Changes at Godaddy.com

GoDaddy is bringing on new Top Level Domains, such as .app, .web and more (over 700 new gTLD from ICANN).

They started a new video ad campain using Jean Claude Van Damme to show how serious – yet still jockular – they can be. The first video includes a baker who not only gets new orders through his GoDaddy website, but a full solo from Van Damme who motivates while telling him “It’s Go Time”.

Out With the Old, In With the New

Founder and previous CEO Bob Parsons brought a lot of controversy, not only on GoDaddy for viral content, but also on his personal life. He left when GoDaddy was purchased in 2011. Interim CEO Warren Adelman made some changes, but it was not the direction the board was looking for. It took two years to bring Blake Irving on as CEO (former EVP at Yahoo! and VP of Windows Live Platform at Microsoft). Irving’s approach is for Small Business owners (SMB).

In an interview he did earlier this year, he talked about how he has a full open door policy. He talks about how he walks around campus in jeans and t-shirts, talking to people and finding out what matters to them.

Irving’s Direction is no Joke, though…

Irving states: “This is the radical shift we knew we had to make and it’s more than just marketing. A brand is a promise to our customers and a commitment to understand their needs. Our mission is to ‘fight the good fight for the go getter’ … the small business owner … or anyone who labors for the love of it and wants the benefits of the latest technology without having to be an expert.”

With a new look and a different direction, GoDaddy seems to be focusing less on viral content and more on the SMBs they need to appease. From Domains to hosting, SSL certificates and more.

What are YOUR THOUGHTS on GoDaddy’s new direction? Comment below!