things you need to consider if you are preparing for a major website revamp
Written by Reed Tan,
Featured in the Strait Times on his business in 2013, Reed is a battle-tested digital marketing consultant who has years of experience in lead generation, search engine optimisation and digital advertising.
It is common for business to re-brand as they mature. It could be due to a change of brand values or a change of management direction, but most of the time, the core reason of re-branding is to elevate their brand so they can reach out to a different segment that has a higher purchasing power.
Without a doubt, the first step to re-branding is a revamp of your business website. A mobile friendly website that is responsiveness is important, but what are the core elements you should be considering to elevate your brand and generate business leads?
1. Branding & Design
We don’t have to emphasize the importance of a beautiful website design. It influences how your audience perceives your brand especially if you are trying to up-sell your product and services.
There are many factors that contributes to a great design such as colors, font combination. For instance, different colors invoke different emotions.
Red triggers powerful emotions such as passion, lust and excitement which is perfect for call for action buttons. Orange generates feeling of warmth, vibrant and fun which are exactly the brand values M1 is trying to convey over the years. Black on the other hand invokes power and luxury.
Most important, you need to communicate branding with the overall look and feel of your website. This helps to tell the brand story and values to your audience, creating a brand that they can trust.
On the other hand, great design is just not all about aesthetics. At the very least, you need to make sure your new website is user friendly. Is it easy to navigate around your site? Are your money-making pages easily found and accessible? If you are running an e-commerce site, how many steps does a customer have to complete a purchase from the product page?
2. Content Articles
Give a man a fish, you feed him for a day. Teach a man to fish, he will come back to your website to buy hooks, baits and fishing rods for life.
Using content marketing to bait your audience is a great way to capture quality interest-based traffic especially you are looking to generate leads.
Aside from having quality and relevant content articles that empower your audience, you should make sure your website is properly search engine optimized. We have clients who previously had a lot of articles but couldn’t generate much traction from them.
3. Landing Page Experience
Whether you are selling products or providing services on your website, you need a good proper landing page.
A good landing page is akin to a salesman on print. What you really want to do is to mold these visitors’ intentions from interest into desire. It could be a limited promotion, a free consultation or something to bait them into making a decision.
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Information should be clean, sweet and precise. You don’t want to clutter your landing page with too much unnecessary information. Relevant concise information should be positioned at the right spots to help your visitors in their decision making.
4. Website Speed Optimization
A slow website is a part of poor user experience. It was once said that an estimated of 40% of the visitors will abandon your website if it takes more than 3 seconds to load, not to mention it affects your Google ranking as well.
While the loading time of a website depends on several factors such as server response time and location of servers, we realized most of our clients have slow websites due to bloated themes, poorly coded websites as well as an unhealthy number of plugins in their websites.
On the other hand, there is no point having a fast website if you can’t do any form of tracking or conversion tools at the backend.
Since marketing tools such as Google Analytics slow down websites inevitably, we need to manage a balance between speed and functionality for an overall user experience.
5. Marketing Tools
As quoted by Peter F. Drucker, the purpose of business is to create and keep a customer.
Without marketing tools such as Google Analytics, you will never know which are the marketing campaigns that generate customers to you.
For instance, if you are running a consultancy business, you can insert event tracking in the lead generation form so you can track which campaigns are generating leads. If you have Facebook Pixel inserted in your website, you can do retargeting ads based on the actions visitors take on your website.
The possibilities are endless, but what we want to do here is to deliver useful content, product or services to our targeted audience on a surgical approach.
Re-branding via website redesign can be costly. If you are looking to redesign your website, we recommend doing it properly in a single go.
What do you think? Let us know in the comment section below.