You've spent a big portion of your marketing budget on building a website for your business because you've heard a lot about how your business could benefit from having a website. A website is your sales person working for you even when you are not, like the holidays!
So why not redesign your website in 2018?
It’s just cheaper than promoting your business on traditional media: newspaper, television or even radio advertising.
Here are some reasons to consider redesigning your website:
1. Your website isn’t attracting enough visitors.
If you have a live website and not enough traffic, it’s probably time to think about a website redesign to make it easier to be found on the worldwide web and also be useful for your visitors. So focus on optimising your website for search engines and create useful content around the keywords that would attract your prospects.
- Discover relevant keywords based on the search phrases your persona would use when looking for your product or service.
- Create consistent content that makes you look like a thought leader in your field and direct answer your personas’ questions.
2. Your website isn’t converting enough visitors into customers.
Maybe you have enough website visits, but they bounce before subscribing to your blog posts or downloading any free product offers, or making a purchase on your website! What went wrong? Maybe your website isn’t attracting your ideal customers, or maybe your offering isn’t appealing enough to your prospects.
- Brainstorm the type of ideal customers - your personas and understand their customer lifecycle stages. Then build your website with personalised content following your personas' lifecycle stages.
- Optimise your calls-to-action (CTAs) with personalised content to your personas instead of placing CTAs on every single page your website and desperately asking them to subscribe your newsletters.
3. Your website doesn’t convey a clear message to your visitors.
After spending 15 minutes on your website, your visitors are still confused about what service you offer and how you are going to help them. Maybe your website information isn’t well structured and the visitors can’t find the information they need.
- Structure your information based on the needs of your target buyer persona. Then organise the content on your entire website and prioritise the information for each page with carefully placed CTAs that work together to convert these visits into sales qualified leads.
4. The goal of your website has changed.
As your business grows, your marketing strategy changes as well, and you want to adjust the website to reflect the marketing goals. It might be the time to review and update the design of your website to make sure it is still aligned with your business purpose and marketing plans.
- Review the conversion funnels on your website and to ensure it associates with your latest marketing focus. For example, your current business goal is to generate more new leads, then make sure that you offer “How-to” eBooks or Beginner 101 CTAs on your product or service page.
- Read more about growth-driven design in another post.
5. Your website isn’t mobile optimised.
According to Google research, 74% of people say they are more likely to return to a mobile-friendly site in the future, 67% of people say they are more likely to make a purchase on mobile-friendly site.
48% of users feel frustrated and annoyed when visiting sites that aren’t optimised for mobile.
Creating a responsive website is the key. You need is to optimise your website to create a pleasant mobile experience for your personas.
- You need to sketch your personas’ experience in a totally digital environment: they may use the desktop in the office while browsing on their mobile devices at home and they may respond to your CTAs differently using different devices. For example, HubSpot’s research shows that visitors are unlikely to fill out forms on landing pages on mobile devices.
In the year 2018, you need to implement your marketing strategy with a “mobile mindset” and optimise the website beyond just responsive design with a focus of your