Redesigning Your Company’s Website: The Basics

Your website is the most valuable asset for your business. According to the eCommerce Foundation, 88% of consumers search for a brand online before settling on their product or service. This is a significant opportunity for your business to directly engage with its client base – but what will they find when they arrive on your website homepage?

Both online and offline marketing channels direct consumers to a company’s website – even the name of your business can spark interest in a consumer and compel them to research your brand. It’s important that your business has a place to send consumers – a “home base” where they can learn everything about you. Your website should provide information that is clear and engaging. It should immerse visitors and generate leads, compelling them to take action on the brand (i.e. making a purchase, subscribing to emails or newsletters, or requesting information).

There are an estimated 4.1 billion internet users, which means your website should be indispensable to your business. However, website design isn’t a “one size fits all” approach. Read below to get started with your website redesign.

Pre-Design: Assess the Marketplace

Before redesigning your website, you should spend time understanding the needs of your business and the needs of your audience. First, determine who your target audience is and why you are selling to them. Once you establish the needs of this demographic, you can begin creating an online experience that caters to their interests and expectations – rather than pulling designs out of thin air or choosing layouts that appeal to your personal tastes. A customized website will facilitate user navigation, and ultimately increase conversion rates.

Next, determine the goals of your business (these can change over time) and how your website will help you to obtain these goals. Use data and analytics (Google Analytics is a good start) to see which parts of your website are receiving the least amount of traffic and converting the least number of prospects. Focus your website development on these areas.

Design: User-Friendly Layouts and Digital Marketing Tools

When designing your website, remember to create with the needs of your target audience in mind. Avoid layouts that bombard visitors with information and graphics. Your website should facilitate the needs of prospects and clients, working with them, not against them. The landing page (the Homepage or entry point of a website) should immediately engage visitors. It should also provide easy access to all avenues of your website (i.e. contact page, services, etc.).

An effective website must align with your brand image. Your website should reflect the style of your business and include all key features that your audience expects (i.e. the primary focus of a photographer’s website should be photo samples, not blocks of text).

Strong visual appeal and user-friendliness will guarantee a positive response from visitors. But beyond these features, a successful website design must also consider important digital marketing strategies:

1. Search Engine Optimization (SEO). Any time you make a change to your website, it affects your search engine rankings. When redesigning your website, you should update your SEO too. Contact a digital marketing specialist to optimize your content for search engines and increase your website’s rankings.

2. Conversion Rate Optimization (CRO). If you design your website around the demands of your target demographic, you are increasing the likelihood of converting them into customers. Include calls to action throughout your website – this is the key to growing conversion rates. Once you’ve optimized your design towards the needs of consumers, compel them to take action.

There are many factors involved in a successful website redesign. It’s important to create a positive user experience, while also generating leads and increasing conversion rates. Worldsites Toronto specializes in website design and development. Our team of experts will provide a complete assessment of your company’s website and work with you to increase profit margins. Contact us today to get started on your website redesign!