When it comes to website design or redesign, the rules of engagement and best practices for your virtual storefront are always changing. But hey, nobody ever said ranking #1 was easy! It takes effort and time, all of which are better served by a little planning.
While your design or redesign is certainly important (two columns, three, or none?), you need to focus initially on how you intend to develop, maintain and build your presence while expanding your lead-generating tool chest.
More than simply an online presence, today’s marketplace demands that websites be a hub for all things that generate education and engagement; where conversations begin and progress. It’s where leads are generated through Inbound Marketing, rather than through traditional means, and with the right tools provided, prospects convert into customers.
The problem for many is that design has all to often taken a front seat to purpose.
Defining your goal is ground zero, including a detailed outline of how you will go about fulfilling your goal. Some of the more obvious include:
- Retail Sales
- Marketing of a Product or Service
While it’s true that any successful website may contain elements of each, not all types of content and features are not created equal, and depending on your foundation of purpose, some may actually work against you by distracting, overwhelming, or worse, irritating your visitors.
By defining your specific aim, you’ll be better able to:
- Develop value-added content and inbound marketing tools
- Reduce wasted time, money and energy
Marketing gurus have been touting the essential “elevator pitch” for decades, and for good reason; only when you can define your product or service within a 30-second pitch …what your service or product is about and why you’re the best person (or company) available to solve a problem, can you successfully pitch it to another.
Whether it’s in person or online, the same holds true about first impressions.
Get clear about your goal and drive that commitment home with content that will produce more quality leads and a more profitable outcome.
Has a lack of goal-driven clarity created a nightmare in your website design? Share it with us in “comments” and get some tips on how you can easily regain control.