Is your website providing the best roi?
"Our website is on the card, but don't go there. It's really bad."
It's funny how often I hear these words. As a website designer, it's difficult for me to comprehend how any self-respecting business owner could let their most valuable marketing asset fall into such a state of disrepair. But then again, not everyone spends every day learning and practicing marketing and building websites. I've realized that it's simply an issue of education. So listen up, because you're about to learn something. Let's talk about your website. You may not know this, but your website is your main marketing hub. Much like "all roads lead to Rome," all marketing channels lead to your website. You can try to cut it out of the equation, but even then you're only making things harder for yourself. Done properly, your website actually amplifies the effect of all your other efforts. From cold calling to open networking to mass mailings, you'll see much higher conversion rates with the right website design, as well as numerous other less-tangible benefits. Think of it like a multiplier. You've already spent money on other channels, and you want to improve your ROI. A bad website design would have a multiplier of less than one, meaning that you'll actually close less business. But a great website can have a huge multiplier! Let's talk about some of the main ways a great website design can supercharge your marketing.
A great website design increases conversion
Conversion should be the key of any website, and your design is going to be a huge part of that. A great website builds immediate trust with your visitors. You will immediately be perceived as high-quality and legitimate. Conversely, a bad design can make you seem out-of-touch, cheap, and more than a little shady. Not exactly what you want when you're trying to sell to someone. Properly designed pages present your content in a way that makes it easy to follow along with and more effective. If broken down properly, you can have large amounts of information presented and have your visitors actually read it. As long as your content is good, this is huge for conversion. A modern design improves the user experience across devices, especially mobile ones. A huge percentage of website visits are now on mobile devices, and people will leave immediately if the site doesn't adapt properly. Additionally, if you target younger demographics, you don't really have a choice but to make your site mobile-friendly. That's almost all those Millennials use!
A redesign can have the best ROI of any marketing effort
A website is an investment. While the initial cash expense may be higher than some other options, a good website should last many years with minimal maintenance. And it has fantastic ROI. Since most people will end up at your website before ever buying from you, it absolutely needs to be high quality. Otherwise you'll find yourself struggling to make your sales process work. You could get a million people through the door, but if they all turn away upon seeing your website, that's wasted potential. The right site will close all of your deals for you. It should push potential clients over the edge and turn them into customers. And for most businesses, a new website is less costly than just about anything else with that kind of ROI. And remember, it multiplies the effect of your other marketing. The more you're already investing elsewhere, the more important (and beneficial) it is to have a fantastic website design.
E-Commerce performance can improve dramatically
When your entire business consists of your website and getting sales through your online store, the website design is more important than ever. It needs to be as easy as possible for visitors to find the products they are looking for and check out with them. The right website and user interface design is critical. Once you've made your store as efficient and possible and maximized conversion, you can further optimize by using Social Boom's AIM tool to determine the demographics of the people who are actually buying your products. This information is invaluable. With this demographic information, you can further optimize your site to target those individuals. You can even use it to target them in all other areas of your marketing, which will get even more people to your site.
The right website improves your public image and brand
Let's face it: your website is essentially the public face of your business and brand. Even if you have a storefront, it's likely that more people are going to your website than your store. Having a great public image can help with things you might not expect. The following are all benefits you can look forward to after a quality redesign: You'll get more referrals, as people are more proud to share you with people that trust them. You are more likely to get backlinks from other denizens of the web, which results in better search engine placement, and more traffic. And that, in turn, can lead to even more backlinks. It's a snowball effect! You'll be filled with a sense of pride about your brand. You'll actually want to share it with people!
A website redesign is very often a great choice, but it's not for everyone
For the right website, nothing can beat the incredible multiplying power of a simple redesign. However, it's possible that it's not for you! If your site still has a quality design, there's probably no need to redesign. Just because your site is a couple years old doesn't necessarily mean it needs to be redesigned. Your efforts might be better spent revamping the content or analyzing your visitor flow to maximize its effectiveness. Likewise, very small businesses with no budget, or those with a 100% offline sales process (as long as it's working) may need to take a look at their situation and do some analysis before making the decision to invest in high-end website design. But if your site is out-of-date or out of brand, and especially if you're struggling to get a good return on your marketing efforts, then you should definitely look into having your website redesigned.
THANK YOU to guest blogger Brian Johnson (Owner of PageCrafter) for writing this blog post! You can learn more about Brian’s business, PageCrafter below!