When was the last time you looked at your business website and thought: “Awesome”? If it’s been a while since you felt that way, then this blog is for you. Over time, trends and customer expectations in website evolve. If your business website looks like it was designed even 5 (or more) years ago, then it’s probably time for a change. Here are some key questions to consider before you go for a website redesign:
- What is your website’s goal? Do you want to sell something? Do you want customers to call you for a service? Is the goal to promote an idea or platform? Without a well-defined goal, and a website designed specifically to meet that goal, your website (and maybe your business) will fail. Define your goal before moving ahead with a website redesign.
- Is your website achieving your goal? Are you measuring your percentage of online conversions? A conversion is when your customer views your website and does what you want them to do – buy something, schedule service, make a donation, etc. You can monitor your website’s effectiveness yourself with tools offered by WordPress and Google Analytics. But accurately assessing your website’s effectiveness requires time and effort that many small business owners aren’t able to put forth. A professional marketing company can assist with these kinds of evaluations. Often, small, inexpensive tweaks can make a big difference in your conversions!
- How does your website perform on a variety of mobile devices? Does your business website really deliver the goods on a mobile device? Layout and text sizing should be perfectly organized and readable on a wide variety of screens. This is referred to as “responsive design.” If your customers cannot close the deal on their mobile devices, your business is losing business. Responsive design is an absolute necessity for any website redesign in 2016.
- How does your website enhance your brand? In 2016, your brand needs to say everything you want it to say about your business. A brand goes far beyond a logo or a motto, it conveys your company’s values, culture, and trustworthiness. Is your brand consistently represented on every page of your website?
I recently wrote new content for an established business website that promised the very best, above-and-beyond customer service in their industry. When I got to their Q&A page, there were many questions that were answered in a negative tone, telling customers what not to expect. This kind of brand inconsistency on a website quite literally drives customers away.
- Is user experience (UX) seamless? Online customers have a lot of high expectations of websites in 2016. Not only do they expect responsive design, but the vast majority also expect a self-service portal. Moving through a website should be seamless and have a “real-world” feel. Programmers use information architecture to support the flow of the website, which again should be in line with your website’s goal. Don’t make your customers work too hard to move around your site.
Transforming your website is not a “set it and forget it” kind of deal. To remain relevant, you need a website design partner to not just refresh your website, but to monitor its performance and keep up with the latest trends. Do you have that kind of business partner? Mike and his team at Morris Marketing wants to help you and your business be the very best it can be. Call us today at 919-424-8314 for a free consultation.