GoDaddy states It’s Go Time: fresh marketing, improved site

Firm debuts fresh image and simplified user experience.

GoDaddy rolled out a fresh marketing program and site enhancements today that are a big step forward from its old marketing approach.

A couple years ago the firm decided it needed to show that it was a serious tech firm. 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 firm is dropping the provocative women altogether.

The fresh marketing campaign features the simple slogan It’s Go Time. It’s all regarding helping people and firms 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 regarding it in the ad world tomorrow. (One of GoDaddy’s fresh ads is embedded below. There are no naked women – or women at all – in the commercial.)

A fresh firm video, Manifesto of Kick Ass, shows GoDaddy employees explaining that the firm 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 fresh 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 regarding products and real clients.

There’s good news for existing clients, too. It’s Go Time is more than just a fresh 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 fresh TLD applicants will be happy to see that GoDaddy has followed through on its promise to drop the .com from its logo.