Incredibly enough, there is a good chance that your company’s website is one of the most neglected parts of your digital strategy.
Could you be disadvantaging your website’s marketing effectiveness? Do you need a website redesign?
Many corporate websites fail to meet their full potential because they’ve become carved in stone and frozen in time, slowly eroding their effectiveness in your overall marketing strategy.
Could this be your website? Let’s do a quick review and see if your website needs a refresh.
Your website looks like Frankenstein
Business strategies change, causing products and services to change, and all of that change just gets arbitrarily bolted onto the corporate website. Slowly your website begins to be a hodgepodge of disconnected stories and mixed messaging about your brand.
Here are some red flags that your site resembles a patchwork quilt more than a seamless extension of your company or organization
- There are pages with discontinued or changed products and services
- Website and page navigation is haphazard, illogical, and confusing
- Old blog posts talk about your market in an antiquated or irrelevant way
- Various links are broken or land visitors on weird pages
- The design aesthetic varies from page to page, based on publication date
You get the picture. Over time, as you create and publish content on your website, it becomes a little freakish to outsiders – your customers. Your site should always function as an open, easy-to-navigate, path for new and continuing business, not a cluttered attic.
You’re not getting the outcomes you want
Marketing departments live and die by the revenue opportunities they drive for the business. More and more of those opportunities are primarily being generated online, (just ask traditional, brick-and-mortar retailers trying to compete with Amazon.com–they have drones now, by the way).
So, if you’re not generating a significant portion of your total sales leads or direct revenue online, you probably need to do something to improve your website performance.
If your website isn’t producing, or has slowed in its production, look for one or more of these common causes which can slow online marketing results:
- Search Engine Optimization – Sure we could go really deep on the importance of SEO for sustained web traffic, but for this discussion, we don’t even need to go there. I’m just asking you to review some basic SEO. If the basic organization, structure, and technical arrangement of your website’s content becomes haphazard, then Google will be equally haphazard in its treatment of your content in its search index. This loose approach to SEO will hurt your website and content with less desirable search engine positions and will quickly slow your web traffic.
- Content Strategy – How you approach the content you produce and how you organize it for web visitors unifies business and SEO strategies. When considering your editorial strategy, start with what you sell and then match that up with what people want to buy. Your content marketing strategy, done smartly, can funnel your web visitors to a desirable “product to customer fit” on your website. However, if you’re just slapping content up on a website without a plan, your web traffic and lead generation will suffer.
- Copywriting – Are you seeing the pattern yet? Planning and discipline are critical to your website performance. That same planning and discipline apply to the copy on your site. Show your customer consistency in how you talk about your business and its benefits to them. Over time, this language and messaging will change but you don’t want that change to permeate your website in a distracting or confusing way. Disjointed copy can begin to impact the conversion of your web traffic into sales and leads.
- Compelling Design – Yes, design helps your website convert. Intentional and coherent design helps your website convert even better. Unfortunately, like SEO, content, and copywriting, the passage of time can dilute your design aesthetic. This is OK and can even be important to keep users engaged (design assets do fatigue), but make sure all those transitions aren’t randomly scattered throughout your website. It can become distracting and undermine overall consumer trust and confidence in your brand. And again, it can impact the rate at which web visitors convert into customers.
If your website isn’t producing results—revenue or leads—then there’s a good chance one or more of these areas is in need of web redesign.
Your website is difficult to use on mobile devices
The natural passing of time and aging of your web design will move any website towards a necessary refreshing of that design.
This kind of organic need for a redesign often goes ignored because of a slow and gradual decay rate. There’s probably not one day, out of the blue, that you’ll decide you need a whole redesign process. However, there is an emerging online trend that is radically shifting the very foundation of how consumers use the web. A shift that might just make your website redesign more urgent.
Most websites are getting an increasing percentage of mobile and tablet traffic. In some cases, we (Kaleidico) are seeing 50% or more of the total visitors using mobile or tablet devices to view our client websites. That’s a huge transition. It’s a dramatic shift that has largely occurred over the last six months to a year and is unlikely to stop soon.
Thus, if your site isn’t mobile-friendly, there’s a good chance you’re losing 50% or more of your opportunities.
That’s a deep hole to dig out of if you’re trying to run a profitable online marketing channel.
Do you need a website redesign?
This is really a question best answered by the goals you have for your online marketing channel. Is your website producing the user signups, email subscriptions, sales leads, sales transactions, or overall revenue goals that your company expects? If you are not hitting your online objectives then I’m willing to bet your website is a great candidate for redesign.
If you’re not quite sure, contact us at 313-566-4849 or firstname.lastname@example.org and one of our digital marketing experts will help you with a free, no-obligation, website review. We’ll walk-through your website and point out the best opportunities for improving your online marketing results, and figure out whether you need a website redesign.
Don’t wonder any longer. Know–for sure–what’s holding down your website performance.