Chances are if you’re reading this you’ve likely been going back and forth on whether or not it’s time to invest in a new website. You’re not alone. We see and hear some common complaints from potential clients that have resulted in them reaching out for a new brand and website.
Ok, this one sounds like a no-brainer, but chances are if you currently don’t have a website you either 1) operate in an industry that doesn’t value or “need” a website, or 2) your business has been doing well without a website up until this point.
With that being said, I’m a big believer that everyone should have a strong web presence.
Maybe you run a personal brand that lives and thrives on social media. That’s all great, until Instagram crashes or your account gets hacked. The reality is that you don’t own your social platforms, you are essentially renting space that can be taken from you at any point. A website is the only digital space you have control over.
Or maybe, you create social content but have dreams of launching a physical product line someday. While digital content might be your priority now, there’s no better time than the present to start building an email list through your website that you can use to nurture your audience and market your future products. Get strategic for the future!
If your business has been doing “well enough” without a strategic web presence, the reality is that a good website legitimizes a business. Chances are you may have missed out on potential opportunities or referrals from your clients. A good website doesn’t have to be overly complex, but serves as a professional storefront for your digital brand.
This is one of the most common complaints I hear on discovery calls. If a good website legitimizes a business, a bad website can absolutely do the opposite. If you’re too embarrassed about your website to use it, then there is really no point in even having one.
If you’re sending potential clients your website while simultaneously saying “here’s my site, but please don’t judge it,” somethings not right. The reality is that our audience should and will judge our website, and putting your best foot forward should be a top priority in your business. Our audience can tell when we’ve invested into our own business, especially with something as visual as our website. How can we expect someone to invest their money into our product or service when they can tell we haven’t made investments into our own business? Whether the design is outdated or the content isn’t strategic, your website should be something you’re proud of.
So you have a website, and you loved it when it was first created, but your business has grown and changed since then. First of all, congrats on your growth! Business is all about pivoting and making changes as you learn more about your audience and your unique value to the market.
If it’s been years since your last website refresh and your business has made major shifts in what you do and who you serve, it’s probably time for a refresh. Chances are you’ve honed in further on your target market and know how to serve them even better. A new site allows you to take a fresh, strategic look at how you’re positioning your brand and communicating with your audience.
And a bonus? You can get strategic with the launch of a refreshed website and use it as an opportunity to launch a new product or service, do a giveaway with your audience, or just celebrate an exciting milestone in your business.
Whether it’s product downloads, sales, or inquiry calls — a strategic website should lead to conversions. A website that doesn’t serve your business is one that needs to be reevaluated. Whether that’s a full redesign or a copy overhaul, chances are something might not be translating to your audience.
Focus on a flow of content that positions your brand from a product/solution standpoint. What problem is your audience facing? What is your solution? How is your solution better than the other options in the market? Your ideal customer should be able to see themselves in your brand. Make sure your value is communicated clearly and effectively across your website.
Is your business a strategic digital brand that’s always taking new shape? Chances are, the imagery, copy, and even the service offerings on your site change frequently. Relying on another designer or developer to make simple changes to your site can be a major waste timer.
I’m a big believer in equipping our clients to be able to manage their website and update content on their own. Simple things like images, copy, and minor design changes can change frequently for a growing business. Unless you have an endless budget to have a designer or developer on-call for small changes, being empowered to make these updates yourself put you in total control of your website.
Do any of these sound like you? Take time to really evaluate your site through a more critical lens. If your website isn’t serving your business, it might be time for an update. Whether that be a new custom site, giving it a go on your own with the DIY route, or starting with a template and customizing from there (join our website template shop waitlist!), be sure to approach the next iteration of your site with intentionality and strategy.