Getting ready for a major website update can be a little overwhelming—but I’ve learned it doesn’t have to be.
Do I start fresh, or just update some pages? Do I have enough photos? Do we go with WordPress or Squarespace? How many products should go on one page?
Here’s the thing: You don’t need all the answers before you start.
Stay focused on your main business goals and they will guide your website strategy. Get specific on where you’re headed and communicate that to whoever’s going to help you get there.
1. Know Who You Are
What drives you as an organization? Listen to what people say about you and compare that with what you want people to say about you. Write these things down now, so that you can refine them before you hire a website consultant. Asking the right questions now helps you build momentum toward a brand you and your team can be proud of.
And, your customers will begin to understand and trust you.
2. Know Your Ideal Customer
Choose one customer that best typifies the person you’re trying to reach and jot down some characteristics that describe them. Shooting for “college students” or “men between the ages 25-50” isn’t specific enough.
Here are a few quick question ideas to get you started:
- What do they value most about your business?
- Why do they keep coming back as a repeat customer?
- How did they hear about you and what drove them to trust you?
- What long-term goals are they chasing after?
- What risks are they on a mission to avoid?
- How do they prefer to pay for your products and services?
- What are their social media habits?
- Do they watch videos or read articles more?
3. Know Where You’re Going
Get specific on your goals. Make sure every goal has a timeline and target number (measurable). This will help your team stay focused and keep your website consultant accountable.
Clarity now prevents confusion and cost later.
4. Know Your Current Numbers
It’s vital to start tracking these numbers now so that you can observe trends. Make sure your site visitors are converting in the ways you want them to. Here are some helpful stats to watch:
- Bounce rate
- Time on page
- New vs. returning visits
- Top 5 pages
5. Know Your Strategy
Don’t update your website simply because “it’s been a long time.” Think ahead, and outline how your website will fit into your overall marketing strategy.
Think through your customer journey, and brainstorm ideas with your team. How are people currently using your site? They might be finding some things helpful that you don’t even realize. If so, focus on that area!
There might be huge images or blocks of content on your homepage that nobody finds useful—clear it off.
What is your main goal for people who visit the site? What action do you want them to take?
Where do I start today?
Get crystal clear on these 5 areas of your business and you’ll be well on your way to finding the results you’re looking for.
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