Your Website is Your Face to the World – What Do Your Prospects / Clients See?

You launched a website to build online credibility and improve customer service, but a couple of years or maybe ten years have passed and now it’s outdated. Functionality of the web and new tools add vibrant customer experience. Your prospective clientele expect it.  Fortunately, updating your site can attract and retain more customers and improve sales. “As your company’s virtual headquarters or storefront,” says Jayson DeMers, Founder and CEO of AudienceBloom, “your website should be immaculate, effective and easy to use.” Basically, it’s your company’s online representation and it needs to be top-notch if you want to drive business. But how do you do it? Here’s a three-step guide.

Fresh Visual Design

If you’re making over your website, you will want to redesign your page layouts and navigation. Talk with your marketing consultant and make sure your messaging is compelling and supported by new graphics – (no cheap stock art please). You may need to update your logo as well. A website and logo redesign is essentially company rebranding. Before you redesign your logo, think about how it’ll affect your existing customers and potential future audience. A good example is when Discovery Channel’s sister Animal Planet revamped its logo, and audiences responded not-so positively. LogoDesignerBlog.com shares the public’s confusion over the new logo design.

“Dreadful. There’s NO life in this logo whatsoever.”

“When I first saw it my immediate thoughts were: 1.) Where’s the animal? 2.) Where’s the planet? Really a sad solution to their identity redesign project.”

animal planet logo controversy

Remember to pay homage to everything (good) that you have done in the past. Include components of the previous branding and make sure it can smoothly integrate into your new site and social media marketing channels.

Platform Upgrade

anysizeIf your web design platform is also out-of-date, this is the time to upgrade for a better design template or enhanced features.Does your website need to be mobile-friendly? Most of the website redesign inquiries we get come from business owners that want to have their website mobile-responsive. Google recently announced that they would be penalizing websites that were not mobile responsive – so now would be the time to upgrade your platform. Would a Facebook comment widget enhance your user engagement?  Do you want to feature a blog or install a shopping cart?

For the low-budget, DIY crowd, Top10BestWebsiteBuilders.com reviews Wix as an easy-to-use “drag ‘n drop” editor for creating a professional-looking website. But if you want to own your website and have complete control, then it needs to be properly hosted and built on an open-source framework. Executionists often uses a customized WordPress framework as an affordable and powerful base for website redesigns.

Test & Launch

Always test your site before it goes live. For blogs, A/B testing may not be the most important component of the redesign process, but an e-commerce business can collapse without proper testing. Use Google Analytics to test the responsiveness of your new site. This free option provides side-by-side comparisons between your new and old sites, checking the speed, bounce rate and user behaviors between the two.

Once your site’s ready to go live, create a launch plan and invite your customers to the site’s big debut. Host a Twitter party and promote giveaways. Also, don’t forget to generate buzz over your new site design and increase online visibility with a press release blast and an ongoing marketing strategy.

If you want more advice… contact us anytime for a free consultation and estimate. 443.852.1000