Website Design & Development
Your company’s branding and marketing tell the world what you do, why you do it and how your products & services make their lives better. Your company’s website is one of the most important tools you have to stay competitive in today’s high-paced, high-tech world.
It’s not expensive to have a fresh, responsive, well-constructed, brand specific website that’s mobile optimized and brings significant value to your clients.
If you think your company might need a website overhaul or undergo proactive revisions, we have some tips on assessing whether you are right or not.
Do you need a new website? Ask yourself these TEN questions:
- Is your website visually pleasing and does it have a responsive design?
- Can you update and change your website yourself?
- Is your content dynamic?
- Is your site optimized for social media?
- Is your site integrated with a CRM solution to capture potential client information and track conversions?
- Is your site on par, or better, than your top 3 competitors?
- Does your website reflect your company’s unique value proposition?
- Is your website client-focused and inspire or influence decision-making in today’s selling cycle?
- Does your site receive and track visitors from search engines or social media sources?
- Are your sales representatives proud of your website?
If you are a direct selling company, your website should also do the following:
- Make it easy for a customer or potential customer to make a purchase quickly and easily.
- Have a clear and simple method for finding one’s previous sales representative’s contact info or replicated site.
- Drive business back to the independent consultant – ensuring social sharing widgets on replicated sites optimize the independent consultant’s relationship with the customer.
Is your website visually pleasing and does it have a responsive design?
Prospective clients make decisions with their emotions just a readily as they make decisions with logic. Website design has grown in leaps and bounds in the last few years, and out-dated websites give off the impression that a company is old, stale and not in tune with the present-day marketplace. Whereas, as fresh, crisp, clear website that adjusts depending on the device indicates to a prospect that your company attends to details and is ready to do business.
We are a mobile society, and decision-makers are often not sitting in front of their computers analyzing their options. A website with a responsive design provides the same information on a computer screen, laptop, tablet and phone, yet it optimizes for the size of the screen adjusting as necessary. Depending on the applications integrated with your website, some or all of it can be re-designed to be responsive. 80% responsive is better than 0%.
Can you update and change your website yourself?
Keeping your website fresh and up-to-date is essential, and being able to add, remove or edit content quickly without any hassle is key. While we leave design and development to our highly-talented professionals, we recommend that all companies know how to and be able to change their content whenever they need. We are fans of using Word Press as the backbone of company websites.
Is your content dynamic?
When was the last time the content on your site was updated? Does your company even have the same team members, products and services? Is your company or are members of your team considered thought leaders in your space?
The more valuable content you have your website, the greater number of pages will be indexed by Google and other search engines. One powerful way to ensure that your site is engaging and dynamic is to include a blog. Blog articles written by your in-house talent (or guest bloggers such as strategic partners or satisfied clients) help keep you in the forefront of your customer’s minds. By focusing on current trends, strategies, solutions and timely advice, your company becomes a “go-to” source for information — which impacts the bottom line by strengthening loyalty and trust in the minds (and hearts) of your clients.
Creating content doesn’t have to be a scary endeavor. A few hours spent planning out categories of content and a publication calendar to ensure regular development of articles and posting will pay off in the long run. Start out small – doing what you know your company can continue to do, and when you get good at that, add more.
When thinking about content – think in terms of articles, white papers, posts, pictures, podcasts and video.
Is your site optimized for SOCIAL MEDIA sharing?
When you develop great content – whether blog articles or pages within your site – you want to make it really easy for people who like what you have to say to share it with others. Facebook, Twitter and Pinterest are the three top outlets we recommend for corporate entities, depending a bit on your products and services. There’s a blurred line between personal and professional in social media, and by leveraging the passion of your workforce with the strategy of the company, you can make connections that lead to clients in remarkable ways.
Is your site integrated with a CRM solution to capture potential client information and track conversions?
If you have nothing else, make sure you have a contact form on your website to capture potential interest, and make sure your company’s contact information is readily available. Encourage site visitors to share their contact information by offering downloadable eBooks, white papers, tip sheets or other resources that establish your expertise and put your logo and smarts in the hands of potential clients. Have an in-house process that funnels these leads to sales representatives who reach out personally within 12-24 hours to personalize the connection and explore potential opportunities.
Is your site on par, or better than your 3 top competitors?
The sales cycle has changed. Very often we do not know whether a potential client is at the very beginning of their decision-making process or on the cusp of their decision when they make contact. Therefore, all companies have to minimize the risk that a decision will be made based solely on the information that can be accessed online. If your website and the content on it does not stack up to your competition, you are losing business. The sales process is only as good as the foundation upon which it is built —- a clearly defined client-focused unique value proposition with tiers of entry as a customer AND marketing tools that draw potential clients in rather than dissuade their enthusiasm and trust.
Does your website reflect your company’s unique value proposition?
Why should clients do business with you?
What do you sell? Can you clearly describe each of your product or service offerings?
How does your product/service solve people’s problems? How does your product/service/track record/customer experience stand out to make you the obvious choice? What specific, quantifiable or palpable benefits does your product/service deliver?
What principles does your company hold to an unwavering standard that can be counted upon time and time again?
Are you continuing to hone your products and services to stay ahead of the curve and ahead of the competition or are you resting on previous success?
Again, given all of the choices in today’s marketplace, why should a potential client do business with you? And, do all of your marketing tools, sales processes and customer experiences reflect this?
What you say is not as important as what you do. To establish your unique differentiation from your competitors, engaging new clients in a “try before you buy” option can establish credibility and “stickiness” in the relationship. Do you offer assessments — evaluating the clients needs either for a nominal fee that’s rolled into a future purchase or complimentary? Do you have lower-priced/lower-commitment options that can easily scale to much larger, full-scale solutions?
It’s much easier to retain a customer than to acquire one. Set yourself apart by defining what you have to offer, offering it in a smaller, bite-sized piece and over deliver to increase conversions to larger opportunities.
Is your website client-focused and inspire or influence decision-making in today’s selling cycle?
Sure, it’s important to tell a potential client who you are, your company’s mission and values, a little bit about the corporate team and about the company’s story. These things make the prospect feel like their are getting to know you.
However, todays consumer makes decisions quickly and has choices. Through your website and your follow through, you can make the potential client feel like you know them, you “get” their challenges and your solutions are tailored to their unique needs.
Does your site receive and track visitors from search engines or social media sources?
Even if you have the most amazing website, you still have to make sure that people can find it. Be sure to have your site coded to be indexed by search engines. Use Google Analytics to track traffic and analyze conversions to leads. Use keywords in articles to drive more traffic – write about that for which people are searching. Once your website is all buffed up and ready to go, use Google Ad Words, Facebook advertising, partnerships/affiliate/referral relationships, keyword searches and more to drive more traffic to your site.
Are your sales representatives proud of your website?
In the end, sales drives the success of business. If your sales representatives are proud of the company they represent AND they have great products and services to sell, the sky is the limit. Having pride in the internal company — the company leaders, the employees, the employee experience, and day-to-day morale is important, but just as important is having pride in the external company — what the customer sees, what prospects perceive based on what they can read online and the experiences of customers once they have engaged in the selling & fulfillment process. Do they feel valued? Would they recommend you to others? When your sales representatives can answer YES to these questions, you’re on the right track. When they cannot, you are losing business over issues that you can resolve.
If you need help assessing the effectiveness of your marketing strategy and tools, please feel free to reach out to us.