It’s often repeated, but in this digital age, your website is effectively your shop front. It is the first port of call for any customer checking out your business for the first time, so it’s important to make a good impression. Here are some reasons your website may need a refresh going into 2023.
Aesthetics
Before we even get into features, it’s important that your website looks good. A website with inconsistent branding or one that simply looks old will put customers off very quickly. A website that looks old will make potential customers think your business operates inefficiently and that it may be more trouble than it’s worth going with your company. Inconsistent branding or just generally poor aesthetics can put people off just because the experience of using your website is unpleasant. If you feel this is an issue with your website, launching a rebranding project along with a website refresh may be the way forward.
Navigability
Once your website starts to look better, it’s time to make sure it’s easy to use. One of the key ways of doing this is making sure your information architecture is up to standard. Information architecture is how information is organised on your website. It’s important to think about how a customer would approach your website, rather than matching it to how your company is organised internally. Generally, the aim should be to make it so all information is available within 2-3 clicks, without there being so many categories that it overwhelms a potential customer.
SEO
SEO, or search engine optimisation, is the practice of making your website as visible to search engines as possible, which makes your website appear higher in search results. This then turns into more customers for you as more people will see your website when searching for topics relating to your business. There are many factors that go into SEO, such as how frequently the website is updated, using certain keywords that are often searched for and a constant reviewing and refreshing process. It can be difficult to understand at first and is something of an arcane art even to experts, but consulting with one of these experts and developing a strategy is the best way of getting started with effective SEO.
Learning more about your customers (and your business)
The use of analytics on your new visually pleasing, usable, and searchable website is an excellent way of learning more about your customers and your business. Tracking where you’re getting the most enquiries, what pages are getting visited most and other trackable analytics allow you to gain more valuable data on the people interested in your business, so you can identify areas of opportunity that may need expansion or areas that may need some extra marketing spend or reshuffled within the information architecture. It’s an ever-evolving project that can see improvements big and small all the time, always informed by data.
Reach out to our marketing team if you would like an audit of your website.
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