Does your website adequately attract (and repel) the right prospects and position you as an expert in your industry? Here are 3 practical steps to give your website the refresher it so desperately needs.
If you are a business owner without an internal technology department to manage your website, then these three steps will help you refresh your website, increase web traffic and ultimately improve revenue. In addition to attracting more visitors, revamping your website should eliminate broken links (links that don’t go anywhere) and outdated content (like employees that don’t work for you anymore).
Step 1: Begin with the end in mind
Make a list of all the attributes, features and content you want in your website before you begin. Then, draft a strategy for what your website will accomplish. Stuck? Try answering these questions: Who will be visiting your website? How will they find you? How do you plan to capture visitor contact information? Answering these questions will help you begin traveling down the road to a successful website.
If you have never designed a website before or thought about these questions, consider reaching out to your network. Ask what others would like to see in your website, what features they wished you had, or content they might find interesting.
Having a budget is imperative to delivering a successful website refresh. IA Business Advisors recommends having a desired ROI and reasonable timeframe in which to realize this ROI. You can get a great deal of website work done with a budget between $10,000 and $15,000. If you don’t have the cash lying around, consider bartering or trading services with reliable website partners. After you’ve determined your budget, how many months is reasonable to obtain your desired return? We’ll talk more about tracking progress in step 3.
Maintaining a website is perhaps the most overlooked part of updating a website. Don’t expect your website to remain static after it has been redone. Google analytics loves fresh new content. Have an ongoing committed amount of capital or time to invest in keeping your website updated.
Step 2: Pick your Website Partners
Yes, I said partners, as in more than one. There are very few people who can do everything for your website, although many claim they can. You will probably need people to write code for your website, do graphic design, and develop the user interface while considering the back-end engineering. (YourBizDr.com has a team of experts ready to help!)
Color, shapes, text size and amount, graphics, and locations are all critical components to consider when refreshing your website. Make sure that whoever is helping you with graphic design and branding gives you a style guide, which can be kept in a branding document. It will include font sizes, styles, colors, etc.
Step 3. Get the Word Out! (and track progress)
When launching a new website, don’t forget to have a marketing plan or campaign to tell others about your fabulous new website. This could look like a PPC campaign, email blasts, networking, commercials on Pandora, or any form of public relations. A trait of a great website partner is one who will help with this portion of the website launch.
At the end of the new website launch, you should be able to compare your historical web traffic numbers and begin to see an uptick in this area. Either SEO Yoast or Google Analyticator can help you track activity if you used a custom WordPress theme.
In the end, you will want to realize a substantial ROI when outflowing capital for a website refresh. Begin with the end in mind, pick your website partners, and then get the word out regarding your new website.
We recommend making a list of your favorite websites, your competitors’ websites, and your vendors’ websites to then make a list of the things you like and don’t like. This gives a clear picture of what you’re trying to accomplish.