By Angela Seckinger — Jan 17, 2019 11:00 AM
Your website is typically the first interaction a prospect will have with your business. Making sure that first impression is professional and helpful is imperative. In other words, your website should be your best 24/7 salesperson. If you are wondering if your website needs a redesign, there’s usually some sort of obvious symptom or pain point that you have identified.
Whether the website appearance needs a face lift, the technology is painful to use or the content needs updating, this is a major decision. Website redesign projects require budget, time, teams, a deep understanding of the business and a deep knowledge of the audiences for that business.
There are many reasons to update your website, but the common triggers generally fall into two main categories: 1.) internal changes (such as rebranding, introducing a new product, the platform technology is difficult for team members to maintain) or 2.) the current site (salesperson) isn’t producing results.
Internal changes are typically apparent, but the site results might be a little less obvious. Symptoms the website doesn’t provide value to visitors include:
- low conversions/leads
- low user-engagement
- poor communication/usability
- low rankings/popularity on search engines
- slow page load times
- poor user feedback
- inability to view content on different devices
- security risks involved with your current technology and more
Your website needs to be your best salesperson 24 hours a day, 7 days a week. So, make sure your website provides:
- the information needed to make a sale
- authority, credibility, and trustworthiness
- has the latest, most up-to-date information
- captivates your target audience
Like a good salesperson, your website should provide the information prospects need and even guides them towards a next step. Is your virtual salesperson sloppy and confusing or is it professional, polished and excellent at presenting clear information? With your website as your salesperson, you can accomplish this with effective content and clear calls to action.
To do this, consider interviewing current clients to find out what information they need to make the decision and why they decided to work with your company. Make sure that each piece of content, whether a service page or a blog, also allows your users to easily navigate to other pages, and helps guide them through the buyer’s journey based on those successful customer journeys.
Once you’ve identified improvements that will make your website the best 24-hour salesman you have, it’s time to decide whether you can update your current website or if you need to completely redesign. If your business goals indicate that you should choose to redesign, consider exploring that project with your content partner, Hannon Hill. We offer several blog posts, whitepapers and videos designed to help you along the redesign journey.