When it comes to websites, you should be thinking about more.
It’s no longer a surprise that websites are among the most valuable assets a business has. It’s your storefront and a checkout counter, and it’s the centerpiece of most marketing campaigns. Regardless of what kind of business you run, It’s also a first impression.
A successful first impression is not about navigation, it’s not about colors and textures or UI/UX as they say. It’s not about mobile responsiveness or the latest technology. It’s not about whether your copy is engaging. Okay, correction. It’s not about any one of those things. It is about all of those things.
A vital part of the job of building, managing or simply keeping a website is delivering the right information and doing it effectively. When your store hours are not up to date, or the site doesn’t work on mobile, it may not lose you customers, but it introduces friction into the process of driving new business.
There is a lot to think about from form to function. Here are 6 points we review with our clients when discussing a website project. Even if you are not making major changes, these pointers will help you as you tighten up your own website strategy.
What are the goals for your website?
The most important question to answer is this: why do you even need to have a website? Start here, and build everything else on these goals.
When and where do people use your website?
Understanding customer context to determine content, layout and other priorities regarding site organization.
How does your website fit into your marketing strategy?
You may drive traffic to your site through other marketing, or your site may drive traffic to a physical location. Determine site requirements and budgets based on its role in the greater marketing plan.
How does your website fit into your marketing strategy?
You may drive traffic to your site through other marketing, or your site may drive traffic to a physical location. Determine site requirements and budgets based on its role in the greater marketing plan.
How does your website fit into your brand?
Always confirm that your website effectively captures your brand’s key messages and visual experience. Be prepared to review all of your marketing collateral to make sure that there is consistency in the aesthetic across your brand touch points.
What is your ongoing content plan?
Make sure you maximize the value of your site as a source of important information about your business. Many of our clients consider their website a single point of truth, meaning new information goes here first, and everything else updates in turn.
What are your ongoing maintenance needs?
An often overlooked part of owning a website is maintaining it. It may be beneficial to have a managed services agreement with your website developer to keep your site and its software in good health.
By addressing each of these areas, you’ll position your website to work for your business. If you want to get into more depth with any of these points, read this article here or reach out to us.
