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It's all about how much you need to convey your message. Visitor engagement is at its highest when there's enough content to say everything you need to say, in the way you need to say it, but with no more content than that.

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When you develop a comprehensive and granular marketing plan and strategy before working on your website, the process is simplified. Many decisions become obvious. The goal of your website is to create a positive experience for your customers. This will increase and improve brand identity, which will, in turn, increase sales and customer retention. There are many, many decisions to make when creating or updating a website but basing your decisions on data will make the process easier.

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Website designs don't come with clearly labeled expiration dates. It can be difficult to know when it's a good time to redesign your website but having a comprehensive marketing plan will help you decide. Since a well-done redesign takes time and money, you'll have to balance the required resources you'll use with the potential benefits of a better website. You may also see higher customer engagement from incremental changes, as opposed to an entire website overhaul. There is no magic number to go by, but there are a few indicators that your website needs some extra attention:

  • Customer Engagement Drops
  • Every Competitor Has a Newer Site
  • Your Website Isn't Mobile Friendly
  • Your Business is Evolving
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A great website is relative to its purpose. If you develop a comprehensive, granular marketing strategy, the strategy will define the goals of the website as well as how to achieve those goals.

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More people now access the internet from their mobile devices than from their desktops. If your site isn't mobile friendly you run the risk of missing out on potential customers, appearing outdated, and hurting your sites ranking in searches.

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What makes any part of your marketing strategy great is how it moves the needle. What do you want customers to gain from your website? The answer to this question will dictate the goal of your mobile friendly site, as well as its functionality and design. The rules of designing a great website are even more true for a mobile friendly site.

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Your website is a reflection of your business. If something about your business changes, your marketing strategy and its implementation will likely change, too. The beauty of a data backed metrics program is that you'll know what needs to be changed, why it needs to change, and how to implement that change. Whether you're moving locations, updating a core service offering, etc.

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It's not about one being more important than the other, but about the balance between the two. If your website looks like it's from 1999, visitors will assume your company is just as outdated. On the other hand, if your site looks beautiful but is impossible to use, people will get frustrated and go to a competitor's site. A good website needs to both look nice and work well.

Have any questions we didn't address? Let us know.

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A website is an integral part of any marketing strategy. Lets talk about moving your company's needle by creating and implementing a comprehensive data driven marketing strategy.

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