For more and more businesses, the answer is ‘no, it isn’t’ or ‘I am not sure’.
The reason for having a website and the way customers interact with the website has most likely changed over the last few years. You see, about 5 years ago, websites were business brochures. Websites used to be simple, and straight forward.
Today, your website needs to work alongside your marketing and sales team, help to drive your message in the clearest form, nurture leads and help you close more sales every single month.
So if you are experiencing a lack of performance from your website, this post will help you start to find ways to improve it.
For some of you, it might be a simple tweak here and there. For others, you might need an entire website redesign, and with this blog post, you will be able to successfully start to redesign your website.
This post is intended to help you avoid common mistakes, gather your thoughts and tool so your next website can be a success.
Identify current opportunities you are missing and can gain with a website redesign
A lot of people jump straight into what WordPress theme they need to use. But most never focus on the why and the reasons for a redesign.
If you go into a website redesign without actually understanding the problem you are having and what this redesign will help you accomplish, you will end up with the same problem all over again. In addition, you will also have more expenses, as most likely you will have to re-design your website’s redesign.
How to avoid this: You need a web designer, developer or strategist that understands the business side of your engagement, not just design aspects. Let them come in to help you find the real problem. Furthermore, use your current website to see what elements on it are actually working, so they can be enhanced later on.
Identify who your customers are and why they buy from you
In the past, marketing and websites were about showcasing all the great success stories, tools you can provide and what made you better than your competitors. To some marketers it still is.
I am sure you have heard this from a few marketers ‘What makes you better than your competitors?’ And even though having a great position in your field is important, your customers don’t care about what makes you better than your competitors.
They care about how you can help them solve a problem.
For this, you need to know who they are and the reason they buy from you. In other words, the pain points they have that your business needs to help solve.
Give them a real name
Give them a type
Develop their demographics ( Is he/she married? Number of children? Yearly income, etc)
Create a story about their lives
List out their objectives
List out their goals
Outline their pain-points on trying to accomplish these goals and objectives. The entire goal is to build empathy with your clients to the point you can speak to them as if you were on their shoes.
Create a road map to their success
Even though by now you have a clear understanding of who they are and their needs, you cannot assume they know how to understand your business. And most importantly, how to do business with you.
If they have never had experiences with your brand, they might think it is risky to take action.
How to avoid this: Make a plan of what it takes for them to do business with you. Make it clear, outline the experience they will feel. Think about making this easier and then breaking it down into small pieces so it is easy to digest. Find out how to create a journey map for your clients.
Write a clear copy for your website
I once read in the book, ‘Story Brand’ that ‘People only buy things when they read words that make them want to buy things.’
This statement is 100% true.
Over the years, I have realized that it might not be the design that is hurting your website. But most likely it is the copy and content on your website that is hurting its performance.
How to avoid this: The content on your website needs to be less about you and more about your customers. Make sure your content, especially for those important pages, like your home page, is short and clear. No one wants to read long pieces of content on a home page that is about the features and services you provide.
Re-write your content, narrow it down and focus on your customers.
Create a wireframe for your home page
So many businesses go directly into looking at WordPress Themes and customizing templates. You see, you need more than this for this website to be the last redesign for a while.
How to avoid this mistake: On my previous post, I spoke about creating a wireframe. It is just a black and white version of the structure your website will take. This working sketch of your website, even as simple as a piece of paper, will help you visualize your content and the way it reads and flows without any other elements.
By avoiding these mistakes you will have a better website. You will see results in traffic, but most importantly in leads and sales. Having a better website will help you concentrate on your business and know that even though you are not always online, your website is working for you. This step-by-step guide on a website redesign will help you to clear out some thoughts, but you have to implement these tips to see the results. Leave a comment below and let me know why you need a website redesign and what you are working on.