How a Website Redesign Can Support (and Improve) Your Overall Marketing Efforts

By Bill Acholla August 17, 2018

Like most people, I enjoy online browsing. Be it for research, news, online shopping or just getting updated with social media.

But when the website I’m looking at looks like a remnant of the late 90s one, it makes me cringe a bit and I just head off to another website immediately!

Even if that website is a treasure chest of valuable information, if it’s hard to look at, then it’s not worth scrolling down the page.

Website redesign can be intimidating and even costly but with the current business trend, it’s a known necessity.

Consider this; if Apple has kept this website design from 1997, it may not be as successful as it is now. Right?

If you need more prodding, here are some points on how a website redesign can support (and improve) your overall marketing efforts:

1. It provides a better user experience

Ten seconds is the maximum time you have to pique someone’s interest in browsing your website before they close the tab and look for another website to view.

Thus, it is important to think of your website as your front liner in driving sales. Accept that users will check your website with this in mind, “What’s in it for me?”

You may have just a small-time family business that has been going on for decades and you have a steady number of loyal clients.

Unfortunately, if you don’t keep your website updated, even your loyal clients might end up trying the services from your competition.

Your consumers need to be able to browse your website with ease using their computers, laptop, tablets or mobile phones.

Just visit a coffee shop or a restaurant and you’ll find people looking down their phones. They’re not doing that to just check messages; most of them are browsing the web.

And if you’re website is not mobile-friendly, meaning, they don’t immediately get the information or service they need, then, it’s high time for an upgrade.

Visit your competitors’ websites and those of major companies and see what features they have available that you can do in your own website.

As an example, Airbnb redesigned their website and used photos taken by professional photographers they employed to take pictures for the site instead of amateur photos from their users. The move resulted to a quick revenue increase.

Run a survey among your loyal customers and ask them what they like and don’t like about your website, what they hope to see in your content and what features they think would be nice to see at your website. Doing this will make your consumers know that you value their feedback.

The results of your survey will also help you decide on whether you need to redesign your entire website or just portions of it like your “About us” page or list of products and services.

2. It makes your company more visible online

Nowadays, even if you have just a small business, you can have a huge online presence with millions of followers by keeping your website informative and updated.

Bad Pickle Tees, for example, saw an increase in revenue after they created a website for their shirts.

There are lots of website hosting and domain registration service providers available. If you would like to see updated reviews of the major providers, visit Hrank.

If you’re trying to save cost and looking to create a free website, Wix and WordPress are good options.

Wix vs WordPress

Below are some features of the two providers to give you a better idea.

Usability

Even a website creation newbie will be able to navigate Wix. With WordPress, you’ll need to have some knowledge about coding or HTML/CSS to start with your website. 

Features

Through its App Market, Wix has lots of free and/or paid features available such as Live Chat Room. Customer reviews, and Events Calendar.

While WordPress started out as a blogging website, through its plug-ins, it has now evolved to include features such as commenting systems, safety plug-ins and SEO packs.

Design Comparison Chart

Wix allows users to personalize their available templates, which is not the case for WordPress.

You may want to test the waters for both providers to have a better assessment of which works best for your company’s needs.

3. It keeps your company up to date

They say that your shoes reflect who you are. In the same way, your website shows what your company is all about. And redesigning your website helps your consumers realize that you have a growing company.

But don’t leave it to your website designer to do all the work for you. Otherwise, your website may not the one that you like and what your business needs.

Website design and content marketing may not be your forte but you still need to build the solid foundations of what your website is all about.

If you have a new promotional campaign, your website should be at its forefront. Your consumers should be able to research all your updated products and services with just a click from your website.

However, it’s not necessary to do a complete overhaul on a regular basis. According to Christian Riggs of Riggs Creative Group, changes that need to be done to your website depend on your company’s goal and objectives and of course, budget.

But what is important is to keep your website visually interesting. Your website content should have the important information that your target market needs and it should have all the details to keep them interested enough to bookmark your website.

4. It helps you become more competitive on the web

Apparently, being adaptable to change is the key to remaining competitive online.

As an example, Amazon started out selling books long ago. They’ve successfully adapted and they’re now selling anything and everything from A to Z.

5. It gives you the results that you want

Users now check reviews and ratings before availing of an online company’s products or services.

If you’re customers are able to easily rate your offerings on your website, then you’re providing your consumers to an opportunity to be engaged with your company.

However, it’s important to ensure that your all of your website features work well. If you have automated customer service through chatbots in your website but it doesn’t work half the time, then you’ll end up losing clients.

Investing on website redesign will certainly cost you money but if you’re able to turn your website visitors to consumers, then it means good business for you.

Keep your consumers want more of what you offer by having a creative call to actions feature.

A remarkable example of providing great customer online experience is how Uber made it easy to get a cab, which is one of the most stressful things to do in most part of the world.

By building a user-friendly mobile app, Uber was able to help improve commuters’ lives by providing an improved transportation service.

Also, it has provided opportunity for private car owners to use their cars for Uber’s services as an additional source of income.

Here are some ways to help you get started

Social media marketing

There’s an estimate of 2.46 billion social media users in the world in 2017. So, if you want your business to reach global heights like Amazon and eBay, social media marketing is the way to go.

If you need help to get started in strategizing for your campaign, this video, which features interviews of social media marketing all-stars is what you need.

Influencer marketing

It’s a fact that there are increasing numbers of social media users. Thus, you’ll need to be very creative in making a connection with your users and in earning their trust.

One major way to build trust is to be transparent. This is why there are more companies who are brave enough to recall defective products.

It’s their way of saying, “We’re sorry our product is defective but know that we’re doing our best to improve it for you.”

While it would be easier to hire a known influencer, you may also opt to involve your active and trusted social media followers to make your products known. Word of mouth is still one of most effective ways in marketing and in the online word, it’s known as social media.

Newsletter marketing

If you’re the traditional type and if you want to keep the days of newsletter writing alive, email newsletter is another option for you.

You may add a subscribe button in your website where people can sign up for your newsletter.

When you email your newsletter, provide a link where readers can unsubscribe if they decide to do so.

Send your newsletter on a weekly, monthly or quarterly basis but not too often. Make it simple, informative and easy to read.

Over to You

I hope by now you’ve realized the importance of website redesign. The return of investment might take a while but the opportunity to engage your website visitors and turn them to followers and consumers is worth the wait.

Don’t let your website visitors to just do a quick glance at your website and regret that they spent 5 seconds browsing through it. Make them love your website at first sight.

Have you ever redesigned your website? Let me know how it impacted your marketing effort?

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