So you survived 2009. After an exhaustive reflection of your 2010 business plan you have decided that you will have to be more aggressive in your marketing approach. You’ve covered all the bases and are ready to go. Before you make that big leap, I have one question for you. Is your Website reflecting your new marketing approach?
For a return on investment your website is the most important marketing tool that you have. The internet has changed the way we do business these days. Since I have been involved in graphic design, we traditionally used trade shows and print advertising to market our wares. However, these methods are becoming ineffective. Print media is expensive and it is hard to monitor your results.
As well, we have all heard how much trouble the traditional newspaper companies are in. Circulation is down across the nation due to people receiving their news from other sources. In fact, the town I claim as home closed their newspaper facility all together and have gone completely online.
Today, your customers are going online to look for information on products or services before they buy. The Internet provides the quickest and easiest way to learn and shop. In order for your company to remain competitive you will need to incorporate an aggressive online marketing strategy as well.
Whether the purpose of your Website is to reach local consumers or the entire world, a properly designed Website will enhance your marketing strategy. By thoughtfully determining the purpose, the content and layout of your Website your ability to reach your customers will be increased.
However, before you take the plunge into a Website redesign there are several pitfalls* to consider:
- Removing valuable content
- Losing value of inbound links
- Losing keyword rankings
- Changing good conversion tools
- Destroy your assets and you’ll get a drop in traffic and leads
- You will also have wasted time, effort and money
However, if thoughtfully planned your redesign will help you get found by more prospects, convert more prospects into leads and customers, and can help with “Branding” your company.
In my next blog I will discuss what to consider when planning a redesign.