Digital Marketing Blog

"So, when are you gonna get started on the website update?"

"I haven't had time yet. I'll get started on it once I've had time to breathe"

Is this a conversation you've had before? Sometimes it's true; sometimes we really are so busy that we can barely sit down, let alone entertain the thought of taking on website maintenance. And yet, there are always tasks that sit in our home and workplace that are going to be done 'Just as soon as there's time'. Even when there might arguably be time, those jobs - cleaning out the shed, completing that bit of paperwork, updating your website - invariably end up at the bottom of the to-do list. Why is that?

I'd argue that rather than there not being 'time' to update, we've simply decided that it isn't a priority - at least, not the kind of one that we need to act on in the near future. This can be a serious issue if the task in question is something which could be crucial for your business, like updating your website.

It's a sad story that you're probably familiar with. You build a website - the product of months of crunch time, overdue and over budget, you get it over the line, and then leave it. Initially, there's a surge of growth, and then...nothing. Things go quiet, and you're left wondering what's caused it.

There are a few reasons why that might be. Today we're looking at one of them. If you've experienced a slump in traffic a few months after a complete website update and you're wondering why, then this article will help.

Why does your business have a website?

It's a question so fundamental that we don't really think about it. You have a business; you probably need a website. You built your website because it was the 'done thing'. You did it because you need to be visible to searching customers. You did it so you could have a new platform to reach out to your ideal customers. The point of you building your website, and indeed, any company looking to grow their business online, is to generate new leads and sales for your business.

Now, what happens when you commission a website rebuild, usually? Well, most of the time, a website rebuild takes months of time and waaay too many resources. As a result, you can end up with lead and customer generation slowing down because there's one or two critical things that they rely on that get caught up in the middle of the rebuild and can't be touched.

If this sounds all too familiar, I'd like you to take a deep breath, because I'd like to tell you about a rebuild strategy that offers the benefits of a refurbished website without the massive time/energy sink. It's totally possible. Let me show you how.

Knowing where to start can be half the battle for working out a new direction to take. If you're like me, then you've probably experienced the problem of knowing that something needs to change, but you're just not sure what. Well, refill your mechanical pencil, change the batteries in your computer mouse, and turn over a new leaf in your notebook. Here's ten things that you'll definitely need to consider when you're looking at a website redesign for your business. (Or if, like, you think that something is missing from your website but you're not sure what, so you're doing research and hoping something turns up. This will also help you.)

How many times have you rebuilt your website? If you're like most businesses you've done it every 2 to 3 years since you've had a website. Think back to each time you've done a website redesign. Chances are you didn't enjoy any of your previous website rebuilds and you're not looking forward to the next one.

The reason that we’ve come to accept the fact that a website redesign is one giant headache is because of the approach we take to build them. The traditional website redesign process is filled with systemic risk and always requires a lot more effort from us than we expect, even when we hire a professional website developer to do it for us.

You might have guessed from what I said above that the biggest problem in website design is the way projects are run, which leads to several issues, one of the biggies being it places too much of an unexpected burden on the website owner.

One of the biggest challenges we have with our clients is helping them to understand how to edit their websites. Until now every website development and management system we've seem separates content management from the website itself. You edit the website in a completely different looking interface than the public view of the website itself. Most of these systems easily understood only by IT techs and are challenging for everybody else.

The result of this problem is that website content isn't being updated when issues are identified causing conversion rates to fall. 

This all changes today as HubSpot has released their next generation of website tools. This update allows you to edit the content right where you see it, in the public view of the website. Not only that, you get mobile optimisation and SEO assistance built in.

You’re staring blankly at two nearly identical objects in a store, wondering what the difference is between them. They stare back, just as blankly, as you try and weigh up the options in your head. You can’t have both - you need to just hurry up and pick one. But you don’t know which.

“That one,” says your friend, standing nearby. They point at the article in your right hand, and that’s all the nudge you need to help make a decision. You put the other object back on the shelf and the two of you head towards the shop registers, the problem task of choosing solved.

You might have been choosing a new shirt for a business function, or a cooking sauce, or trying to decide whether to go with branded or generic printer ink refill. Whatever the case, we’ve all felt the paralysis of a choice decision, coupled with the helpful nudge from an outside source before. They help us make decisions, and they can help your website visitors make that final jump towards lead conversion.

Today we’re looking at three different website elements that help provide that helpful nudge that can raise your conversion rate.

One of the most common initial questions we're asked by prospects is "how much for a website?". This is a challenging one to answer before we've had a conversation about the scope of the project. I like to start at the value provided by the existing website and the business goals for the new website.

When the conversation is turned to one of value/investment rather than pure cost we often find the scope of the project evolves. Understanding what the website is producing and how much can be safely invested to achieve the business goals for the website puts you in a powerful position. A position which makes it easy to make the right decisions about your website redesign rather than making decisions hampered by budget constraints.

Browser pop-ups are not on my list of favourite things. I’ve long regarded them as harbingers of spam and trouble, and even today will be very cautious about my internet browsing should a pop-up surface on navigating to a new page.

And yet, when researching this article, I found something incredibly counterintuitive about this little website gadget. Website pop-ups are capable of converting up to 1,375% more subscribers than a static sidebar information request. Not only that, but they don’t actually have as much of an effect on the bounce rate of websites as you’d initially think. So should we all be using them, regardless of their inconvenience to the buyer?

Most web design projects either go over time or over budget, or both. Whilst this doesn't mean the project is a disaster, it certainly leaves you with a bad feeling about the project.

It's common for web design projects to be quoted and started without completing a detailed strategy and planning stage. A web design project is far more likely to turn into a disaster when these stages are missed. What else can contribute to a disastrous web design project? Read on...