Websites: A Powerful Marketing Tool (And, Always a Work in Progress)
Designing a new website is hard work, and it’s easy to think that the work stops once the site is live. Unfortunately, that’s far from the case. Websites are never actually finished. It takes continuous updating and monitoring to help the site grow into a powerful marketing tool — perhaps the most powerful one in your toolbox.
If you host a blog on your website, it needs to be consistently updated, and the rest of your website copy also needs regular changes. Hired a new employee? You’ll want to add that to your “About” page. Move office locations? Time to update the “Contact” page. Add a new product or service? You’ll need to add a new product detail page. Always make sure that the information on your site is up to date. So, for example, if you change the price of a product or service, you have to update that on the site immediately.
Even if there are no new things to add or important things to change on your website, it’s good to check periodically with visitors to see how your copy is working. Get feedback from customers and see if they have questions that should be addressed on your site.
You optimized your site for search engines when you launched the new design. That’s a great first step, but not the end. As your business grows, your SEO strategy needs to change and grow as well. New keywords may become relevant, and some of your older ones may become irrelevant. SEO is a fluid process that you should always check and tweak.
Companies evolve over time just like people do, and you may find that your business has a new identity a few months or years after launching a new website. That identity should reflect in your website design. Whether it’s small tweaks or a complete overhaul, you’ll likely need to create more than one web design over your company’s lifespan.
To attract and keep visitors, websites need to be visually appealing. Make sure your pages all have images and white space to break up the text. No one wants to read huge blocks of text on a computer screen. Also, make sure your images aren’t so large that they make the page slow to load.
Photos should be updated like the copy. Change them periodically and see what feedback you get. Updating a few images at a time can also help freshen up the site for an evolving brand identity if needed.
A good website should have a few call-to-action buttons for visitors who want to learn more about your business. You should monitor your website traffic and click data to see how these CTAs are performing. Rotate through your different offers and try different CTAs on various pages. Having the right CTA on the right page can make a huge difference in your conversion rate.
Also, make sure to updates CTAs as your brand changes. They should fit your design guidelines, and need to change when you update things like your logo.
You need to pay particular attention to website’s navigation. Use Google Analytics to see which pages have the highest traffic. If some pages don’t get as many views, check to make sure it is easy to navigate to those pages.
Enjoy your new website, and keep it updated to evolve with your business goals. A website is an essential part of a marketing strategy, so give it constant love and let it grow. If you need help with your website, contact us here.