March 14, 2017
A “pretty good” website isn’t going to set your company apart. Your website is your greatest chance of communicating your branded message to an audience, and you need to recognize that it can be your biggest asset. But with customers getting more and more bored with the status quo, one good website isn’t enough. You need to always be innovating.
There’s a question I get asked a lot from friends and entrepreneurs, which is usually posed like this: “Your business is established, and you already have a pretty good website, why do you keep changing it?” Here’s why we do it, and why we think you should too:
Improves How You Do Business
A website should be the full digital representation of a company and its offerings. So, going through the process of creating a new website is the best opportunity for a company to analyze everything it’s doing. When you go through a redesign, you need to ask yourself a series of questions about the brand:
- Does our brand identity match who we are today?
- Does the voice of my business accurately reflect our culture and values?
- What makes us different?
- Do we actually do the things we say we do?
- Why do our clients choose to work with us?
As you can probably tell, none of these questions have to do with technical details. They’re business questions you need to have good answers for, and if you don’t, well, now’s the time to answer them. Every time you go through a website redesign, the answers to these questions either change or mature. This keeps you in check with the growth of your company and how it’s evolving. This allows you to communicate the most accurate depiction of ourselves to the outside world.
Pushes Your Employees
Yes, predictability is comfortable. But it can also be extremely boring. Use your redesigns as an opportunity to break people out of their daily routine. Activities like fast-paced brainstorming sessions or full internal work days get people excited. It will also give your team an opportunity to show off what they can do, or figure out things they can’t.
We conduct these open sessions with a flat management approach. By giving everyone the same level of importance in the project, we get a more diversified outlook on our brand. Employees are often capable of doing more than what’s in their job description.
Your Biggest Sales Tool
Your website is a direct reflection of what you’re capable of. Having a tangible example of your creative and technical prowess will allow you to establish yourself in the early stages of your startup.
If you don’t sell creative services, there are other ways you can improve your opportunities for sales through your site. From a general content perspective, you’ll get a clearer message of what it is you do and what makes you unique. You’ll constantly be providing your most up-to-date product or service offerings information and finding opportunities to highlight key initiatives your company has been a part of.
Getting more specific with data is where you can really uncover new opportunities. Look into tools like Google Analytics, Lead Forensics and Hotjar to really understand who your audience is and how they behave. You’ll be able to discover more about the information they need at key points.
A version of this article originally appeared on the author’s company blog.
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