Many of our clients come through our doors with big ideas for their newest SEO and digital advertising campaigns. In their excitement to spread a new marketing message, they forget about the platform these efforts will point potential customers to: their website.
Your website serves as the base of a successful digital footprint. Don’t overlook its importance! Snazzy advertising campaigns are certainly within reach. You just want to make sure your website is up to par first because those campaigns will drive your potential customers there. Functionality is the biggest benefit of an up-to-date website; your aesthetic, message and voice should be consistent across your digital channels too.
If you’re thinking about expanding your marketing presence, here are a few reasons why a website redesign (or at the very least, a technical update) might be in your immediate future.
Analytics Capabilities
A website with Google Analytics capabilities is a must. If you aren’t tracking who’s visiting your site and what they’re doing there, you don’t know which marketing efforts are working and which ones aren’t. Data collected by Google Analytics allows you to assess your current successes, drives advertising decisions and informs future website redesigns.
Ad Destination
Ads usually contain a call to action like “Sign Up” or “Buy Now.” This could ask the user to sign up for your email newsletter or purchase a product. Regardless of what your CTA suggests, it will probably lead potential customers to your website. If you are spending money to send people to your website, it’s important they can convert once they get there. Every now and then, check in on your online customer journey to make sure the process runs smoothly.
SSL Certificate
Warning messages like these stop your would-be customers in their tracks:
An SSL certificate provides secure encryption (and makes these messages go away). This is the best way to let your customers know that your business is trustworthy online. Check that your SSL certificate is active by making sure your website URL begins with https://, instead of http://.
Usability
Is the information customers need easily found on your site? If your customers can’t find what they’re looking for, they will likely abandon their search. This could easily mean lost conversions for your business. Navigation should be organized. Contact information like your phone number, email address, and business hours should be quickly accessible. Call to actions should move the user through your website efficiently.
Responsive Design
Mobile users make up the majority of website traffic worldwide. That makes having a website responsive to various screen dimensions non-negotiable. Platforms like WordPress (our favorite!) offer responsive themes perfect for a hassle-free redesign.