Websites require an investment of time and resources but can be invaluable tools for generating leads, educating constituents and bolstering your bottom line
Did you know:
- The average person in the U.S. visits more than 100 websites daily? (source: Kickstand)
- First impressions of a website are 94% design-related? (source: Similarweb)
- Poor functionality will lead more than 40% of visitors to leave a website?
- It takes less than a second for a visitor to form an opinion of your website? (source: Google Research)
For a brand to make a strong first impression, it requires everything from the logo/brand identity and products/services to the staff and website to be the best they can be. Unfortunately, as organizations evolve, websites can become outdated and become less effective. Here a few signs that your business or nonprofit might be ready to launch a new website:
- You’ve noticed a significant decline in the number of website-generated leads you are receiving
A content-rich website that is optimized with relevant keywords can play a powerful role in a company’s lead generation strategy. And, while you may have launched your current site with solid foundations for both in place, a decreased in content generation and increased competition surrounding your most relevant keywords can diminish the impact your website has on lead gen. If you have noticed a significant drop-off in lead volume, ensuring all contact and conversion forms are working correctly is a great place to start. As a next step, do a quick Google search to see if your organic search rankings have slipped and, if so, who is popping up in your place. These preliminary testing and data collections exercises can give you some good talking points when approaching a website design firm about getting a new site in place.
- Key programs, services and initiatives are absent from your website
Organizations that offer a broad swathe of programs and services benefit from having a bevvy of things to create content around at their fingertips. The challenge is, with so many things on the table, and funding and revenue streams evolving, the most pertinent info isn’t always front and center. If you’ve noticed information gaps in your website, a simple content refresh may do the trick. However, if significant changes to the site’s navigation and a revamped user experience (UX) would be most beneficial to the audiences seeking these services, a website redesign may be the best solution.
- You’re consistently receiving inquiries for programs, services and initiatives that you no longer offer because they are still on your website
Scrubbing a website to remove broken links, outdated content and improve the UX can be a daunting process. But, allowing outdated content to remain on a website can lead to frustrated clients and prospects who find out what they thought you could offer is no longer possible. If you have obsolete information and shuttered programs/services on your website, removing them as quickly as possible is best for your brand and the audiences it services. In some instances, you may be able to keep your current site in place and remove what’s irrelevant, but big changes to a business model or nonprofit funding stream often point to the need for a complete website redesign.
- Your top competitors have significantly enhanced their websites
Search rankings and lead volume can both shift significantly when a key competitor launches a significant digital marketing effort and/or revamps their website. If the competition is making it easier for prospects to find information online, delivering stronger case studies, generating a steady stream of thought leadership and company news, and excelling at a multimedia website experience, you will likely feel the effects. If you notice the underdog in your industry has become the top dog, take notice. It may not take a complete redesign to get your website back leading the pack but working with a partner who is experienced in UX, content and search is advantageous to identify the best path forward for mitigating competitive threats.
- The user experience (UX) your website delivers has become outdated
Audiences’ wants and needs are constantly evolving – as are the best practices for user experience and web design. As an increasing number of consumers access sites via mobile, it’s important to ensure your site doesn’t render poorly, require too many clicks or have a limited user experience on phones. Streamlining the UX can make a significant impact on bounce rates, time on site and other key metrics so prioritize making accessing your information and offerings easy on your audience(s).
- Digital marketing and web-based leads have become an increasingly important part of your organizational strategy
Remember the days when clients would call to join a waiting list or tradeshows were 90% or more of your marketing strategy? Times sure have changed. While a diversified marketing strategy remains in the best interest of most businesses and nonprofits, it is critically important to keep an eye on the digital landscape in the world of social, AI, influencers and more. If the impact of digital marketing and online lead gen have grown for your business, you will need a website that supports this shift in strategy and prioritized marketing channels. This may include creating more targeted landing pages as destinations for ad campaigns, adding more conversion opportunities and more.
- As you’ve updated your website with additional content, it has become challenging to find information and assets
Have you ever been on your own website and struggled to find a report, statistic or other key asset? As businesses evolve, their websites often grow. And, while the added content can benefit both consumers and search engines, it can also make the user experience more cumbersome. If you’ve recently noticed that your website has been increasingly cluttered, you may benefit from a website audit to identify what should stay and what should go. With the audit details in hand, you can then decide the best route to take for refreshing or rebuilding your website.
Websites are among the most important tools in a marketer’s kit. A well-optimized, content-rich site can educate clients, engage prospects and generate quality leads. Similarly, an outdated site with a content deficit and clunky UX can diminish lead volume, increase bounce rates and spur cart abandonment. As you evaluate the effectiveness of your website, be sure to enlist a partner who is savvy with UX, search, content development, lead gen and more. With a solid strategy in place and clearly defined goals ahead, you company or cause will be in the best place it can to launch an industry leading site that exceeds its goals.
