Evaluate your online presence with these five questions
OVERLAND PARK, Kan. – June 13, 2017 – It’s easy to see how fast technology moves. Every year brings a new cell phone that replaces our need for ordinary appliances; each month new social media trends debut with improved functionality we didn’t know we needed; and each day new apps seamlessly integrate technology into our lives. So in this ever-changing environment, how do you know when you need reinvigorate your online presence?
This is a common question for brands that want to stay relevant in today’s cultural landscape. A variety of factors come into play when determining your online needs, but often the goals and objectives of your brand will drive where you need to devote time, energy and investment. If your online presence is instrumental to the growth and success of your business, your website should be a major and ongoing strategic consideration.
Even if it’s not time for an overhaul, your website should be constantly evolving. Richard Branson said it best when he said, “Every success story is a tale of constant adaption, revision and change.” Remember, your website is never complete. Through A/B testing, adjustments can be tested over time with the goal to have incremental gains with website performance. Content strategy also evolves over time, and your website should adapt to the best ways to tell your brand’s story.
Consider these five questions if you are on the fence about redesigning your website:
- Does my audience struggle to find information on my website?
User experience (UX) is a critical component to website strategy. If someone has difficulty finding information on a website, they will leave. If your site is unnecessarily complex, you could be losing out on possible sales, interactions and engagement with your target audience.
- Is the online experience on my website different than the brand experience my audience has in-person?
If the brand experience you want your audience to have is not available through your website, you have considerable opportunity for improvement. Your website is the strongest tool you have for telling your brand’s story and engaging your audience. A disconnect between your online presence and the experience consumers have in your store or with your service could cause unnecessary friction that you can’t afford.
- Does my audience have trouble viewing my website on a mobile device?
These days, people use their phones to do everything, which includes surfing the web. If they have to pinch, pull or slide to read your website’s content, chances are they will give up and abandon ship. You can check to see how much mobile traffic you are getting with Google Analytics. For many sites, mobile usage is above 50% of the total traffic. Ensure you have a responsive website so there are no issues with your mobile website presence.
- Do I have an outdated design that needs to be updated in order for my audience to understand I’m relevant?
If it looks like your website is straight out of 1997 or even 2007, you will lose credibility with your audience. People pride themselves on staying up on current trends and adapting to the changing tech environment. Your website should be easy to use and aesthetically pleasing. If imagery is outdated, it can change the whole feel of the website experience.
- Does my audience expect a functionality that my website does not have?
Expected functionality will vary by industry and subject matter, but a few things translate across most websites. Best practices include maintaining an active phone number, contact form, and location finder. If your competitors have certain features, your target audience will likely expect to find similar functionality on your website. If you see any gaps, they need to be addressed. Depending on the scope of your site’s functionality shortcomings, you may need a total website reconstruction.
If you answered yes to any of these questions, now is the time to start thinking about updating your website. Don’t worry; we’re here to help! Contact us and we’ll go through an in-depth planning process together to ensure we uncover all opportunities for design and functionality, to keep you current and successful with your website strategy!