How long has your website been on the go? Has it been online
two years or ten? “It’s only been two years; surely it’s not time to start
again just yet?” Perhaps your site isn’t performing as well as it used to, or
maybe it’s just looking tired.
No matter how in love with your brand new site you might
have been at the time, the fact that you’re still reading means you’re at least
considering a change.
So, without further ado…
This is a bit of a no brainer these days. Last year users
browsed the internet from mobile devices for a whole minute more per day than
from desktop. That doesn’t seem like much, but the trend is only growing! It is
imperative that your website performs well on mobile as users will waste no
time on a site that requires a pinch zoom to read. (Not to mention that Google
penalise unresponsive sites in their search results!)
Being responsive isn’t just about keeping visitors you might
otherwise lose. It’s also about providing the best experience possible to your visitors.
Text will be more readable, USP’s more visible and contact forms more
accessible if properly mobile optimised.
If your site isn’t responsive already then you should be
seriously considering redesigning your site.
Search engine providers such as Google and Bing are often changing
their algorithms to meet strict criteria. These changes can have drastic
effects on companies who rely on search traffic to drive business to their
sites. If you haven’t redeveloped your website recently or don’t have a current
content strategy to keep your site relevant, you’re missing out.
A new website will give your SEO a fresh look. Developing a
keyword and content strategy alongside a new website is a lot easier than
retrofitting an out-dated one with up to date SEO methods. If your site is
weighed down by duplicate content, broken links and poorly optimised images
then starting fresh is a great way to breathe new life into your performance!
Is your brochure game super slick? Your brand has been
refreshed, a new logo designed, new stationary printed and you’re loving the branded Americano mugs
the team have all got on their desks…well, your website
should be consistent with all of these things.
If you have a brand guidelines document, stick to it. If
not, then get writing! (Or get someone to write one). It’s important that the
offline and online experience blends together for your customers. Printed
materials with your website on them should have a consistency when moving
between mediums.
What do you want from your website visitors? Do you want
them to purchase a product? Read a blog? Call you? Get a quote? If the answer
is all of the above, and it’s all right there on your home page, then perhaps
we can help you to find a little focus.
Clearly defining your user journeys is a crucial part of any
website development. Your ‘calls to action’ (CTA) should be clear, concise and
deliberate in their construction. Don’t let the temptation to show everything
you do at once swamp your most important sales tool.
Searching your entire site for broken images and links can
be a pain. Implementing a curation strategy at the initial launch of a site can
help you identify and protect against legacy image problems. Broken images show
your visitors that you don’t care enough about their experience or your site to
keep it running without a hitch.
Design principles would suggest that more than 3 colours might be too many. Garish examples from the noughties are a horror show to the discerning 21st century user. (We’re looking at you geocities). Stick to your brand colours but don’t overuse them. Use tints and shades if you need more to work with.
Developing the colour scheme of a website during the design phase is almost as important as the design itself. You can make or break a website on its use of colour. Colour can have such a major impact on the UX of a website. A cluttered palette can overwhelm, while a poorly chosen few can give the wrong impression.
If your site is designed to generate enquiries then you
should be evaluating its performance. Have enquiries dropped? Have they
remained poor? If you’ve answered yes to either of those you need to revaluate your
user journey. Your website should be your number one digital sales tool and you
should feel confident in its ability to convert users at different stages.
Prospects should find relevant information and potential
solutions. Current customers should find options to purchase, advocate or
engage. Our process includes audience research as a standard part of any
content strategy and it should be part of yours too.
Is your last news article from last year? Is your footer
copyright statement out-dated? Was the last time you refreshed your page
content somewhere between the Jurassic and the Cretaceous?
You don’t have to constantly update your static page content, if it’s well
written and describes what you do effectively, but you can always consider
adding more dynamic content. Blogs and news are an ideal way to add extra content
without overloading your main pages. (It can also help Google find you for your
longer-tailed keywords.)
Implementing an SEO focused content plan is important when
considering any new website development.
If you find sending customers and clients to your website a
chore rather than a pleasure it’s definitely time to change. You need to be proud
of your digital presence. Everyone from CEO to Receptionist to Sales person
should be able to refer clients to the site with a smile. Your website should
reflect who the company is, what it represents and the companies unique brand message.
Creating a website which looks good; works well for search
engines; guides its users where they need to go; provides content for all
stakeholders and gives constantly evolving value to its users… is where a
professional service makes a difference.
For advice or a quote on content support, web design and
marketing get in touch today.
